HerStory

What HerStory does

HerStory is a privately held, Dallas, Texas-based curated e-commerce marketplace that aggregates ethically made fashion, accessories, and lifestyle products from more than 50 women-led brands based in Africa, Latin America, India, the Middle East, Australia, Asia, Europe, Mexico, and the US. The platform operates exclusively direct-to-consumer through a Shopify-powered storefront at supportherstory.com, offering roughly 1,300+ SKUs spanning clothing, dresses, hats, jewelry, shoes, bags, scarves, beauty, kids' wear, and home/lifestyle items, with prices ranging from approximately $60 to over $2,000. The company positions itself around a "Wearable Stories" mission that connects US consumers with female artisans and entrepreneurs, and maintains curated editorial collections organized by occasion (Resort, Bridal, Rodeo, Summer), origin, and season. Limited capsule collaborations — most notably the Charli Evans x Fanm Mon Chinoiserie Collection — anchor an Exclusives sub-brand alongside private-label offerings.

The underlying technology stack is entirely Shopify-based, with checkout accelerated by Shop Pay and supported by PayPal and Amazon Pay integrations; no proprietary AI, recommendation, or personalization layer is documented, and the platform has no public API or native mobile app. HerStory monetizes through a marketplace commission model on sales generated by its brand partners, supplemented by corporate gifting and an ambassador affiliate program that drive additional top-of-funnel reach. Customer acquisition relies on Instagram (@herstorymarket), email newsletter (offering 10% off first order), content marketing via style guides and editorial edits, and earned media through a press page. The primary customer segments are fashion-conscious women seeking ethically made luxury and resort wear, plus gift buyers and corporate clients; distribution is currently US-only with free domestic shipping. The company is founder-led, private, with no disclosed institutional funding, parent company, or headcount.

Name

HerStory

Legal name

HerStory

Website

https://supportherstory.com

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

1–10 employees

Short description

HerStory is a Dallas-based, Shopify-powered DTC marketplace curating ethically made fashion, accessories, and lifestyle products from 50+ women-led brands worldwide, serving US consumers seeking mission-aligned luxury and resort wear.

Ownership category

akta.pro rank

Product category

Ethical Fashion Marketplace

NAICS

Clothing and Clothing Accessories Retailers (45811), Clothing, Clothing Accessories, Shoe, and Jewelry Retailers (458), Clothing and Clothing Accessories Retailers (4581)

SIC

Retail-Women's Clothing Stores (5621), Retail-Apparel & Accessory Stores (5600)

akta.pro primary industry

Fashion & Accessories Marketplaces (CRAFABAA)

akta.pro secondary industries

Luxury Womenswear (CRAAAFAG), Women’s Apparel Retail (CRAAABAB), Luxury Hats & Headwear (CRAKAEAG), Contemporary Women’s Specialty Department Stores (CRAGAGAB)

Keywords

• Ethical fashion marketplace
• Women-led brands
• Artisan-made clothing
• Luxury resort wear
• Handcrafted accessories

Headquarters

HQ city

Fort Worth

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Product Sales: HerStory operates as a curated e-commerce marketplace, generating revenue through the sale of products from women-led ethical fashion brands. They take a commission on sales while offering brands a distribution channel to reach consumers interested in ethically-made, artisanal products.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels6 records

Core offering

HerStory operates a curated direct-to-consumer e-commerce marketplace that aggregates ethically-made fashion and lifestyle products from women-led brands and female artisans across more than eight global regions. The platform sells clothing, dresses, hats, jewelry, shoes, accessories, and home goods sourced from independent women-owned brands such as Fanm Mon, Miguelina, Olympia Le-Tan, Lorna Murray, Corazon Playero, Rosewater House, and Akola. HerStory generates revenue primarily by taking a commission on sales of these third-party products through its Shopify storefront at supportherstory.com.

Product overview

HerStory operates as a curated multi-brand e-commerce marketplace specializing in ethically made, women-led fashion and lifestyle products. The platform aggregates offerings from over 30 independent women-owned brands including Fanm Mon, Miguelina, Olympia Le-Tan, Corazon Playero, Lorna Murray, Rosewater House, and many others. The core product is the marketplace itself, which features curated collections organized by category (Clothing, Dresses, Accessories, Hats, Jewelry, Shoes, Home), occasion (Resort, Wedding, Rodeo, Summer), and origin (Africa, Latin America, India, USA, Middle East). Key curated collections include The Hat Shop, Summer Shop, Bridal Edit, and HerStory Exclusives. The Chinoiserie Collection represents a notable limited capsule designed with Charli Evans. Products range from handmade embroidered dresses and artisan-crafted hats to home decor and children's wear, all emphasizing ethical production and female artisan empowerment.

Differentiator

Problem solved

Functional benefit

Brands

• HerStory Exclusives: The company's private label or branded collection exclusive to HerStory, featuring collaborations with designers like Charli Evans and Fanm Mon.

Products and services

• HerStory Curated Marketplace Direct-to-consumer e-commerce marketplace connecting fashion-conscious consumers with ethically-made clothing, accessories, hats, jewelry, shoes, and home goods from women-led artisan brands worldwide.
• HerStory Exclusives Private-label and collaboration-exclusive products co-developed with partner designers, available only on the HerStory platform.
• The Chinoiserie Collection Limited capsule collection of hand-embroidered dresses and feminine silhouettes co-designed with Charli Evans and Fanm Mon, crafted by artisans in Turkey.

Quantifiable outcome

• Products made in over 8 regions worldwide including Africa, Latin America, India, USA, Mexico, South America, Middle East, Australia, Asia, and Europe

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Partnerships

Twelve partnerships are on record, tiered core, major and flagship.

• Fanm MoncoreChannel Partner/ Reseller/ DistributorFanm Mon is a key brand partner on HerStory, specializing in hand-embroidered dresses and clothing crafted by artisans in the Middle East. The brands have collaborated on exclusive capsule collections including the Chinoiserie Collection designed in collaboration with Charli Evans. Fanm Mon products are made to order with meticulous hand embroidery.
• Corazón PlayerocoreChannel Partner/ Reseller/ DistributorCorazón Playero is a key hat brand partner, creating handmade palm straw hats in Mexico. HerStory offers exclusive colorways and designs. The brand specializes in resort and beach wear including the popular Isabella and Bonner hat styles.
• Olympia Le-TanmajorChannel Partner/ Reseller/ DistributorOlympia Le-Tan is a prestigious book clutch brand featured on HerStory. Known for unique literary-inspired clutches priced at $1,500-$2,100+, representing the luxury positioning of the platform.
• Lorna MurraymajorChannel Partner/ Reseller/ DistributorLorna Murray is an Australian brand creating handwoven palm hats and accessories. Products are made in Australia with a focus on sustainable materials. HerStory offers exclusive colorways and bucket bags from the brand.
• MiguelinamajorChannel Partner/ Reseller/ DistributorMiguelina is a Dominican Republic-based brand specializing in lace and embroidered resort wear. The brand creates vacation dresses, cover-ups, and occasion wear with intricate floral embroidery details.
• AkolamajorChannel Partner/ Reseller/ DistributorAkola is a jewelry brand creating handcrafted charms, necklaces, and accessories. Products include gold paperclip chain necklaces, heart charms, and shell charms made by women artisans.
• Rosewater HousemajorChannel Partner/ Reseller/ DistributorRosewater House is a key brand partner creating embroidered skirts, tops, and occasion wear with intricate floral embroidery. Specializes in silk taffeta, velvet, and embroidered pieces made in the Middle East.
• BannieremajorChannel Partner/ Reseller/ DistributorBanniere is a scarves and accessories brand featured on HerStory. Creates silk and printed scarves including signature designs like the Dallas and Savannah scarves.
• Andrea GomezmajorChannel Partner/ Reseller/ DistributorAndrea Gomez is a sandals and shoes brand creating handwoven raffia flats, sandals, and espadrilles. Products are crafted using traditional techniques with natural materials.
• Sunshine TiendacoreChannel Partner/ Reseller/ DistributorSunshine Tienda is a beachwear brand creating palm hats, sarongs, and beach accessories. Products include colorful palm hats and patterned sarongs for resort wear.
• Charli EvansflagshipStrategic or Co-development PartnerCharli Evans is a designer collaborator who co-designed the exclusive Chinoiserie Collection with Fanm Mon and HerStory. The limited capsule collection features coastal elegance inspired by Schumacher wallpaper, with hand-embroidered pieces by artisans in Turkey.
• ShopifycoreTechnology or IntegrationHerStory's e-commerce platform is built on Shopify, utilizing their payment processing, checkout, and storefront infrastructure. Shopify's accelerated checkout options including Shop Pay are integrated.

Scale indicators4 records

Recent moves3 records

Expansion highlights5 records

Direct peers

• The Folde: The Folde is a curated ethical fashion e-commerce marketplace aggregating women-owned and sustainable brands. Directly comparable to HerStory in model (multi-brand curation, women-led focus), price range, and DTC positioning.
• Wolf & Badger: Wolf & Badger is a curated online marketplace for independent designers, with a strong mix of women's apparel, accessories, jewelry, and home goods from emerging brands. Comparable in curated multi-brand marketplace model, though broader in scope beyond women-led only.
• Olivela: Olivela is an online luxury retailer that curates high-end fashion and accessories from independent designers and donates a portion of proceeds to charity. Closely comparable to HerStory in mission-driven, curated luxury positioning targeting ethically-minded female consumers.
• Italic: Italic is a DTC marketplace that curates luxury and premium apparel, accessories, and home goods from independent makers without charging brand markup. Comparable curated multi-brand e-commerce model, though Italic emphasizes luxury value rather than ethical/women-led mission.
• ABLE: ABLE is a women-led ethical fashion brand producing apparel, accessories, and shoes made by women artisans with living-wage commitments. Comparable in mission and supply chain model; differs in being a single brand rather than a marketplace.

Broad incumbents

• Carbon38: Carbon38 is a curated women's activewear and athleisure marketplace featuring premium and boutique brands. Comparable in multi-brand female-focused curation, but more concentrated in the activewear/resort category.
• Net-a-Porter: Net-a-Porter is a global online luxury fashion retailer offering curated designer apparel, accessories, and lifestyle from hundreds of brands. Comparable in curated luxury fashion DTC marketplace model, with vastly greater scale and international reach.
• Shopbop: Shopbop is an online retailer offering curated women's apparel, accessories, shoes, and beauty from contemporary and luxury brands. Comparable curated women's lifestyle DTC marketplace; owned by Amazon, giving it scale and capital advantages over HerStory.
• Saks Fifth Avenue: Saks Fifth Avenue is a major luxury department store with an extensive online multi-brand assortment spanning women's apparel, accessories, and home. Comparable as a multi-brand luxury retailer; broad incumbent rather than a niche ethical fashion specialist.

Emerging players

• Banniere: Banniere is a small-batch accessories brand (silk scarves, etc.) featured on HerStory's marketplace. Relevant as a comparable emerging brand in the women-led accessory space, though it competes in HerStory's assortment rather than operating a comparable marketplace platform.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/herstorymarket
• LinkedInlinkedin.com/company/supportherstory

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 HerStory