Hiccup

What Hiccup does

Hiccup is a privately held, direct-to-consumer fashion e-commerce retailer headquartered in the United Kingdom, operating exclusively through its owned website (hiccup.com) and a dedicated mobile app. The company sells trend-led, affordable womenswear as its primary offering, with a secondary menswear line and curated collections including Modest, Beachwear, and Bestsellers. Products are priced individually from £5 to £85, with frequent promotional sales offering up to 70% off, and the company operates a 45-day free returns policy with free delivery above £39.

The business runs on a one-time purchase revenue model with no subscription component. Returns and distribution are handled from a warehouse in Milton Keynes (80 Tanners Drive, Blakelands, MK14 5BP), and returns processing is supported in the UK through a partnership with ZigZag, which provides QR-code-based drop-off returns. The storefront serves customers in 13+ European countries with local currency pricing (UK, France, Germany, Greece, Italy, Netherlands, Poland, Portugal, Spain, Sweden, Turkey), and a US returns process has been established, indicating transatlantic outbound shipping.

Hiccup's go-to-market relies on Instagram-driven organic social (account @hiccup.thelabel), an email newsletter offering a 15% first-order discount, and an ambassador program (#itsHiCCUP) that reposts user-generated content. No proprietary technology, AI/ML capabilities, or distinct data assets are disclosed; the technology stack is a standard e-commerce platform. Ownership, management team, funding history, and revenue figures are not publicly disclosed.

Name

Hiccup

Legal name

Hiccup

Website

https://hiccup.com

Company type

Private

Founded year

2023

Operating status

Operating

Headcount range

11–50 employees

Short description

Hiccup is a UK-based direct-to-consumer fashion e-commerce brand selling affordable womenswear, menswear, modest, and beachwear collections through its website and mobile app across 13+ European countries.

Ownership category

akta.pro rank

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Operations, Personnel, Infrastructure, Technology or R&D

Revenue model

1. Direct Product Sales: Hiccup generates revenue through one-time product sales of clothing and accessories. Customers purchase individual items at listed prices, with periodic sales offering discounts up to 70% off. No subscription or recurring revenue model is employed.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

Hiccup is a direct-to-consumer online fashion retailer that designs, brands, and sells its own HiCCUP-labeled clothing collections, including womenswear, menswear, modest wear, and beachwear, distributed through its e-commerce website (hiccup.com) and a dedicated mobile application.

Product overview

HiCCUP is an online fashion e-commerce platform offering womenswear and menswear across multiple curated collections. The core offering consists of the womenswear and menswear product lines, supported by sub-brand collections including the Modest collection (modest dress styles), Bestsellers edit (customer-favourite trending styles), and Beachwear. The company also operates a Sale/Clearance section for discounted end-of-line items, and provides a proprietary mobile app for exclusive offers and faster checkout. The platform is organized into New In (latest arrivals), Bestsellers, Menswear, Modest, Beachwear, and Clearance collections, covering dresses, tops, bottoms, knitwear, denim, outerwear, co-ords, jumpsuits, suits, activewear, loungewear, intimates, and accessories.

Differentiator

Problem solved

Functional benefit

Products and services

• HiCCUP Womenswear Collection Core women's apparel range offered under the HiCCUP label, sold directly to individual consumers through the brand's online store and mobile app.
• HiCCUP Menswear Collection Men's apparel range offered under the HiCCUP label, targeting male consumers shopping for contemporary everyday fashion online.
• HiCCUP Modest Collection A dedicated modest wear line providing fashion-forward clothing with more conservative coverage for consumers seeking modest fashion options.
• HiCCUP Beachwear Seasonal swimwear and beach apparel offered under the HiCCUP label, sold direct-to-consumer via the online store.
• HiCCUP Mobile App Companion shopping application that lets consumers browse, purchase, and track HiCCUP orders on mobile devices.

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• ZigZagminorImplementation/ SI/ Consulting PartnerZigZag provides returns management services for Hiccup's UK operations. UK customers use ZigZag's return portal and logistics network for seamless returns processing. The partnership enables QR code-based returns and drop-off point integration.

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Direct peers

• ASOS: UK-based online fashion retailer serving 20+ markets with a wide assortment of womenswear and menswear at affordable and mid-market price points. Directly comparable to Hiccup on target demographic (young, fashion-conscious women), geographic focus (Europe), and pure-play DTC model.
• Boohoo Group: UK-headquartered affordable fast-fashion e-commerce brand (Boohoo, PrettyLittleThing, Nasty Gal) targeting trend-led young women across global markets. Closest direct competitor to Hiccup on price point, trend-driven assortment, and target customer segment.
• PrettyLittleThing: UK-based affordable online fashion retailer focused on young women's occasion wear, dresses, and trend-led basics. Comparable to Hiccup on customer demographic, fast-fashion positioning, and heavy promotional cadence.
• Missguided: UK-based affordable fashion e-commerce brand targeting young women with trend-led womenswear. Similar to Hiccup on price positioning, target demographic, and pure-play DTC model following its 2021 restructuring.
• Oh Polly: UK-based online fashion retailer specializing in occasionwear, dresses, and women's fashion marketed heavily via Instagram and influencers. Directly comparable to Hiccup on social-led acquisition, trend-led assortment, and womenswear focus.
• Nasty Gal: Online-only fashion brand (now part of Boohoo Group) targeting young, fashion-forward women with edgy and trend-led apparel. Comparable to Hiccup on demographic, digital-only distribution, and affordable trendy positioning.
• SHEIN: Global ultra-affordable fast-fashion e-commerce giant shipping to 150+ countries with extensive womenswear assortment. Comparable on price-tier positioning (£5-£85 range) and trend-led, social-driven customer acquisition model serving European customers.
• Quiz (formerly Quiz Clothing): UK-based online fashion retailer focused on occasionwear and occasion-led dressing for women. Comparable to Hiccup on UK base, womenswear focus, occasion-wear assortment, and DTC-first strategy.

Broad incumbents

• New Look: Established UK high-street fashion retailer operating both physical stores and a large e-commerce channel selling affordable womenswear and menswear. Comparable to Hiccup on UK base, affordable price positioning, and womenswear focus, but materially larger scale and multichannel.
• Zalando SE: Europe's largest online fashion platform serving 25+ markets with third-party brand assortment plus own-brand labels. Comparable to Hiccup on geographic reach across the same European markets and target demographic, but operates as a marketplace rather than single-brand DTC.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights5 records

Customer concentration

• Instagraminstagram.com/hiccup.thelabel
• Facebookfacebook.com/hiccupthelabel
• LinkedInlinkedin.com/company/hiccupthelabel

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Hiccup