TOAST

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.

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

Headquarters

HQ city

Swansea

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Direct Product Sales: Primary revenue from direct-to-consumer sales of womenswear, menswear, and functional homeware through e-commerce and physical retail stores.
2. Gift Cards: TOAST eGift cards sold as presents, generating upfront revenue before redemption.
3. 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

Go-to-market motion1 record

Distribution channels3 records

Marketing channels7 records

Core 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

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.

• TraidcoreOthersUK 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

Direct 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

• Facebookfacebook.com/toast
• Instagraminstagram.com/toast
• Pinterestpinterest.com/TOAST
• Xx.com/toast_travels
• LinkedInlinkedin.com/company/toast-co-uk

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 TOAST