What KITRI does

KITRI is an independent, founder-led direct-to-consumer women's fashion brand, established in 2017 by Haeni Kim and headquartered in a small studio in Hackney, London (registered as KITRI Limited, Companies House No. 10051745). The company designs, produces and sells limited-edition monthly collections of dresses, knitwear, coats and jackets, co-ords, tops and bottoms through its own Shopify-based e-commerce platform (kitristudio.com), supplemented by global department store stockists and UK at-home Try Before You Buy / Greater London Style Concierge services delivered in partnership with Harper. The product range retails between approximately £20 for basic tops and £200+ for premium dresses, priced on a unit, pay-as-you-go basis with no subscription layer, and is supported by a multi-currency checkout (GBP, EUR, USD), Klarna BNPL, free UK shipping over £95 and international shipping to the USA plus 17 Eurozone countries. The brand differentiates on in-house designed prints, strictly limited production runs and an explicit anti-fast-fashion positioning, and operates without disclosed external institutional investment or a parent company.

The business is small in scale — 11-50 employees — and operates as a horizontally segmented fashion label targeting fashion-conscious women seeking occasion wear, wedding-guest outfits and elevated everyday pieces at accessible price points. Marketing is organic-social-led across Instagram, TikTok, Pinterest and Facebook, supplemented by a weekly email drop ('Sunday Fresh In'), a content blog (The Journal), influencer and UGC activity under #KITRIgirls, and flagship collaborations such as the Bobbi Brown Pretty Powerful Campaign supporting Smart Works Charity. The supply chain is positioned around ethical sourcing — Sedex membership, ETI Base Code compliance, SMETA/BSCI supplier vetting — and unsold stock is donated to New Life Charity. The website currently displays a 'Closing Sale — Up to 85% Off' banner with messaging 'Shop the final collections before we close our doors,' which materially changes the operating posture of the business and signals either a wind-down, an inventory clearance ahead of restructure, or a brand-exit event; the structured input does not clarify which.

Name

KITRI

Legal name

KITRI Limited

Website

https://kitristudio.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

11–50 employees

Short description

KITRI is an independent, London-based direct-to-consumer women's fashion brand founded in 2017, selling limited-edition monthly collections of dresses, knitwear, coats and separates through its own e-commerce site, with international shipping and Harper-powered Try Before You Buy services.

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

Revenue model

1. Direct Fashion Retail: Direct-to-consumer sale of women's fashion items including dresses, knitwear, coats, tops, bottoms, and co-ords. One-time product purchases with no subscription model. They also offer Try Before You Buy service with delivery fees.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels7 records

Core offering

KITRI is a direct-to-consumer women's fashion brand that designs and sells its own limited-edition collections of dresses, knitwear, coats and jackets, co-ords, tops/shirts/blouses, and bottoms. Pieces are produced in small runs (often capped at up to 70 units per style) with exclusive in-house prints and patterns, released via monthly drops. The brand also operates a Try-Before-You-Buy concierge service through a third-party partner, allowing customers to try pieces at home before committing to purchase.

Product overview

KITRI Studio is an independent direct-to-consumer women's fashion brand founded in 2017 by Haeni Kim, based in London. The company offers a digitally-focused e-commerce platform featuring strictly limited-quantity collections of women's clothing designed in-house. The core product portfolio consists of Dresses (Mini, Midi, Maxi, and Knit styles), Knitwear, Coats & Jackets, Co-ords (matching sets), Tops/Shirts/Blouses, and Bottoms. The brand is known for its lively prints, strong silhouettes, and playful use of colour. KITRI enhances the shopping experience through complementary services including the Try Before You Buy service (via Harper partnership) allowing customers to try garments at home, and the Harper Concierge Service offering personal styling appointments in Greater London. The brand operates a monthly collection cycle with weekly 'Fresh In' drops, differentiating itself through limited production to prevent customers from encountering the same outfit on the street.

Differentiator

Problem solved

Functional benefit

Products and services

• Dresses Limited-edition women's dresses designed in-house and produced in small runs, sold directly to consumers as occasionwear and daywear.
• Knitwear Knitted tops, sweaters and knit pieces produced in limited quantities as part of KITRI's seasonal collections.
• Coats & Jackets Outerwear pieces including coats and jackets designed in-house and released as part of seasonal limited-edition drops.
• Co-ords Co-ordinated two-piece sets designed and sold as a single outfit, produced in limited runs.
• Tops, Shirts & Blouses Tops, shirts and blouses designed by the in-house team and sold as part of monthly limited-edition collections.
• Bottoms Women's bottoms (skirts, trousers, shorts) designed in-house and released in limited editions alongside seasonal collections.
• Try-Before-You-Buy concierge service A concierge service offered in partnership with a third-party provider that allows customers to try selected pieces at home before deciding to purchase, reducing purchase risk on occasionwear.

Segments2 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration11 records

Partnerships

Five partnerships are on record, tiered core, flagship and minor.

• HarpercoreChannel Partner/ Reseller/ DistributorPartnership with Harper to offer Try Before You Buy service allowing customers to try up to six styles at home for five days before paying for kept items. Also offers Style Concierge service in Greater London with 40-minute at-home appointments with trained stylists.
• Bobbi BrownflagshipStrategic or Co-development PartnerPartnership with Bobbi Brown for the Pretty Powerful Campaign supporting Smart Works Charity. Created an exclusive makeup bag collaboration in support of the charity that helps women into work.
• Smart Works CharitycoreStrategic or Co-development PartnerCharitable partnership through the Pretty Powerful Campaign with Bobbi Brown. Smart Works provides vital support to women entering or returning to the workplace.
• The Lab Co.minorGTM or Marketing PartnerEarth Day collaboration for a wash and care guide to help customers maintain their KITRI styles for longer, promoting sustainability.
• New Life CharityminorStrategic or Co-development PartnerUnsold items donated to New Life charity who provide vital equipment to disabled children and adults. The charity has invested in reprocessing equipment to recycle damaged garments.

Scale indicators3 records

Recent moves4 records

Expansion highlights5 records

Direct peers

• Rixo: London-based independent women's fashion label best known for occasion dresses with exclusive prints and limited drops. Closest direct peer given shared occasion-wear focus, exclusive-print design language, DTC + stockist model, and similar price-point positioning.
• Phase Eight: UK-based women's fashion brand with a strong dress-led, occasion-wear assortment sold through own retail, concessions and department stores. Directly comparable in target customer (occasion-wear, wedding guest), price band, and multi-channel distribution.
• Ghost: London-founded women's label famous for feminine dresses and occasionwear with distinctive prints. Comparable in occasion-wear specialism, print-led design heritage, and presence across department stores and DTC channels.
• Whistles: UK contemporary women's fashion brand offering elevated occasion and workwear dresses and co-ords. Comparable mid-market price positioning, dress-led assortment, and department-store plus DTC channel mix.
• Me+Em: London-based DTC women's fashion brand selling elevated event and workwear dresses, co-ords and separates. Comparable in DTC-first distribution, premium-accessible price band, occasionwear specialism and limited-edition collection cadence.
• Hobbs: UK women's fashion brand with a strong dress and occasionwear proposition sold through standalone stores, concessions and online. Comparable customer demographic, occasionwear focus, and price band.
• Boden: British women's fashion brand known for distinctive prints, dresses, and occasionwear sold via DTC and limited retail. Comparable print-led design ethos, dress-heavy assortment, and accessible-premium price positioning.

Broad incumbents

• Reiss: Established British contemporary fashion brand offering occasion dresses, workwear and tailoring across DTC, concessions and global stores. Overlaps on occasionwear, price-band adjacency, and stockist presence, though broader and more mature than KITRI.
• Ted Baker: UK-founded lifestyle and apparel brand with a substantial women's occasionwear and dress range. Comparable on dress-led women's assortment, department-store distribution, and UK heritage, though operates at significantly larger scale.

Emerging players

• Nobody's Child: London-based digitally native women's fashion brand focused on dresses and occasionwear at accessible price points, with strong sustainability credentials. Comparable as an emerging peer in DTC occasionwear with a print- and sustainability-led proposition.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/kitristudio
• Instagraminstagram.com/kitristudio/?hl=en
• TikToktiktok.com/@kitristudio
• Pinterestpinterest.com/kitristudio
• Xx.com/kitristudio
• LinkedInlinkedin.com/company/kitri

Compliance4 records

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 KITRI