TOAST
TOAST is a privately held UK direct-to-consumer brand selling premium-mid womenswear, menswear, and functional homeware via a Shopify storefront shipping to 70+ countries, UK physical retail stores, and a Try Before You Buy service, with circular-economy initiatives including Reworn, Renewed, Exchange, and Repair.
- Company typePrivate
- Founded1997
- HeadquartersSwansea, United Kingdom
- Headcount51–100
- GTM typeB2C
- OfferingHardware or Manufacturing
What TOAST does
TOAST is a privately held UK direct-to-consumer lifestyle brand selling womenswear, menswear, and functional homeware. The womenswear division is the primary assortment and includes 336 listed SKUs spanning dresses, tops, trousers, shirts, knitwear, denim, workwear, loungewear, accessories, and footwear, with menswear and homeware (tableware, bed linen, ceramics, textiles, lighting, rugs) as secondary divisions. The brand sells through a Shopify-powered e-commerce storefront (toa.st) shipping to more than 70 countries with region-specific pricing in GBP, EUR, USD and AUD, complemented by an undisclosed number of UK physical retail stores accessible via a shop locator. A UK-only Try Before You Buy service offers 5-day home try-on with free returns and Klarna pay-later, plus a Greater London concierge appointment option.
The underlying technology stack is a standard Shopify commerce platform; no proprietary platform features, AI, or machine-learning capabilities are disclosed. Pricing is unit-based at a premium-mid positioning, with womenswear tees at £55–75, shirts at £125–205, dresses at £165–235, trousers at £130–195, knitwear at £115–195, and homeware items ranging from napkins at £12.50–13.50 up to throws at £135–299. Free UK delivery is offered on full-price orders over £150, with free UK returns.
TOAST's business model is direct-to-consumer one-time sales of physical goods across womenswear, menswear, homeware, and gift cards, supplemented by a circular resale stream (TOAST Reworn) under which 10% of revenue is donated to UK charity partner Traid. Marketing relies on TOAST Magazine editorial content, TOAST Live video commerce, organic social (Instagram, Facebook, Pinterest), email, in-person events and workshops, and a printed book. The brand has also built a circular-economy community programme (TOAST Circle) integrating Reworn, Renewed, Exchange, and a free Repair mending service, plus a New Makers 2026 initiative supporting emerging homeware artisans. No revenue, headcount, funding, ownership, or leadership-team data is disclosed.
TOAST firmographics
Firmographics- Name
- TOAST
- Legal name
- TOAST
- Website
- https://toa.st
- Company type
- Private
- Founded year
- 1997
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- TOAST is a privately held UK direct-to-consumer brand selling premium-mid womenswear, menswear, and functional homeware via a Shopify storefront shipping to 70+ countries, UK physical retail stores, and a Try Before You Buy service, with circular-economy initiatives including Reworn, Renewed, Exchange, and Repair.
- Ownership category
- akta.pro rank
Where TOAST is headquartered
LocationHeadquarters
- HQ city
- Swansea
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
TOAST business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure
Revenue model
- Direct Product Sales: Primary revenue from direct-to-consumer sales of womenswear, menswear, and functional homeware through e-commerce and physical retail stores.
- Gift Cards: TOAST eGift cards sold as presents, generating upfront revenue before redemption.
- Pre-loved/Secondhand (Reworn): TOAST Reworn collection of previously loved pieces from past collections, with 10% of revenue donated to charity partner Traid.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Women's clothing price range |
| Unit Pricing | Pay-as-you-go | Homeware price range |
| Transaction based/ take rate | Pay-as-you-go | Try Before You Buy |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels7 records
TOAST product offering
Product offeringCore offering
TOAST is a UK-based direct-to-consumer fashion and homeware brand designing and selling seasonal womenswear, menswear, and functional homeware collections through its own e-commerce platform and physical retail stores. Products are made from natural materials (organic cotton, linen, wool, cashmere) with a focus on timeless design, craftsmanship, and circular economy initiatives including pre-loved resale (Reworn), repair, exchange, and renewal programmes.
Product overview
TOAST is a UK-based fashion and homeware brand offering womenswear, menswear, and functional homeware products. The core offering consists of seasonal New In collections across three divisions, complemented by a Foundations collection of timeless wardrobe staples. The womenswear line spans dresses, trousers, shirts, knitwear, workwear, loungewear, denim, corduroy, cashmere, nightwear, and linen categories. Menswear includes trousers, shirts, tops, jackets, knitwear, loungewear, workwear, denim, and corduroy. Homeware covers tableware, bed linen, kitchen, blankets, bathroom, cushions, candles, vases, wellbeing, baskets, lighting, outdoor items, rugs, ceramics, glass, and textiles. TOAST also operates circular initiatives through TOAST Circle, including the Reworn pre-loved programme and TOAST Repair free mending service. Additional services include Try Before You Buy with home try-on options, TOAST Live video content, editorial magazine, and physical retail shops. The brand sells directly through its e-commerce platform and physical stores.
Differentiator
Problem solved
Functional benefit
Brands
- TOAST Reworn: Pre-loved and previously owned TOAST pieces; 10% of revenue donated to UK charity partner Traid.
- TOAST Renewed
- TOAST Exchange
- TOAST Repair
- TOAST Live
- TOAST Circle
- TOAST Magazine
- TOAST Gift Cards
Products and services
- Womenswear Collection
Quantifiable outcome
- 10% of Reworn revenue donated to Traid charity
Companies that use TOAST
Customer profileSegments3 records
Ideal customer profiles3 records
TOAST technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
TOAST partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- TraidcoreUK charity partner receiving 10% of revenue from TOAST Reworn collection. Reworn features previously loved or selected pieces from past collections, with proceeds supporting Traid's work in making clothes last longer and reducing fashion waste.
Scale indicators1 record
Recent moves6 records
Expansion highlights5 records
TOAST competitors and assessment
Company assessmentDirect peers
- The White Company: The White Company is a UK-based premium DTC homeware, clothing, and lifestyle brand operating via e-commerce and physical stores. Comparable to TOAST across multi-category (home + fashion) premium positioning, direct-to-consumer model, and UK retail footprint.
- Boden: Boden is a UK-founded direct-to-consumer fashion brand offering womenswear, menswear, and children's clothing with a distinct British aesthetic. Comparable to TOAST in DTC model, multi-category apparel offering, and UK heritage positioning.
- Seasalt Cornwall: Seasalt Cornwall is a UK-based DTC fashion brand with strong sustainability positioning and organic cotton credentials across womenswear, menswear, and accessories. Comparable to TOAST in sustainability-led UK DTC model and multi-category apparel offering.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks7 records
Key highlights7 records
Customer concentration
TOAST social profiles
Digital presenceTOAST financial estimates
Financial estimateRevenue estimate
Valuation estimate
TOAST leadership team
Management profileNumber of profiles
TOAST funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
TOAST M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about TOAST
What does TOAST do?
TOAST is a UK-based direct-to-consumer fashion and homeware brand designing and selling seasonal womenswear, menswear, and functional homeware collections through its own e-commerce platform and physical retail stores. Products are made from natural materials (organic cotton, linen, wool, cashmere) with a focus on timeless design, craftsmanship, and circular economy initiatives including pre-loved resale (Reworn), repair, exchange, and renewal programmes.
Is TOAST a public or private company?
TOAST is a private company. It is classified as unknown and is currently operating.
When was TOAST founded?
TOAST was founded in 1997. It employs 51 to 100 people.
Where is TOAST based?
TOAST is headquartered in Swansea, United Kingdom, in the Europe region.
How does TOAST make money?
Three revenue lines are on record. Direct Product Sales are the primary driver. The others are gift Cards and pre-loved/Secondhand (Reworn).
Who are TOAST's main competitors?
Direct peers on record are The White Company, Boden and Seasalt Cornwall.
Does TOAST have an API?
No public API is recorded for TOAST.