I SAW IT FIRST
- Company typePrivate
- Founded2017
- HeadquartersShirebrook, United Kingdom
- Headcount51–100
- GTM typeB2C
- OfferingDigital Commerce or Content
I SAW IT FIRST firmographics
Firmographics- Name
- I SAW IT FIRST
- Legal name
- I Saw It First Limited
- Website
- https://isawitfirst.com
- Company type
- Private
- Founded year
- 2017
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Ownership category
- akta.pro rank
I SAW IT FIRST industry classification
Industry- Product category
- Women's Online Fashion Retail
- NAICS
- Clothing and Clothing Accessories Retailers (45811), Clothing, Clothing Accessories, Shoe, and Jewelry Retailers (458)
- SIC
- Retail-Women's Clothing Stores (5621), Retail-Apparel & Accessory Stores (5600)
- akta.pro primary industry
- Streetwear & Contemporary Apparel Retail (CRAAABAM)
- akta.pro secondary industry
- Off-Price Online Apparel & Fashion Retail (Digital-First/Flash Sales) (CRAEABAJ)
Keywords
Where I SAW IT FIRST is headquartered
LocationHeadquarters
- HQ city
- Shirebrook
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
I SAW IT FIRST business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Supply Chain, Operations, Marketing or Sales, Technology or R&D, Personnel, Infrastructure
Revenue model
- Direct Product Sales: One-time product sales through e-commerce website. Products include women's clothing, footwear, accessories, lingerie, and nightwear. Items range from budget (£1.50) to premium (£119.99+).
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard retail pricing with sale discounts up to 80% off |
| Other | Monthly | Frasers Plus buy-now-pay-later financing |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels4 records
I SAW IT FIRST product offering
Product offeringCore offering
I Saw It First is a direct-to-consumer e-commerce fashion retailer selling trendy women's clothing, footwear, accessories, lingerie, and nightwear at affordable price points (from £2 for basics to over £119.99 for premium items). The brand operates through its own website and mobile app, complemented by a private label sub-brand "Be You" and an integrated Frasers Plus buy-now-pay-later credit offering.
Product overview
I SAW IT FIRST is an online fashion retailer founded in 2017, operating as a single unified e-commerce platform offering trendy women's clothing and accessories. The core product portfolio spans multiple categories including dresses, tops, co-ords (coordinate sets), coats & jackets, shoes & accessories, and lingerie & nightwear. The company operates its own private label brand 'Be You' alongside the main I SAW IT FIRST label, with additional features including a 'Frasers Plus' buy-now-pay-later payment module, gift cards, and occasion-specific collections (festival, party, wedding, beachwear, etc.). Products are available across various fit options including plus size and petite. The platform integrates multiple payment providers and delivery services, with regular new arrivals refreshed weekly and sale sections offering up to 90% discounts.
Differentiator
Problem solved
Functional benefit
Brands
- Be You: A sub-brand offering women's sleepwear, lingerie, and loungewear including pyjama sets, satin shorts, and slippers.
Products and services
- Women's Clothing Full range of women's fashion including dresses, tops, co-ords, coats, jackets, jeans, knitwear, hoodies, sweatshirts, bodysuits, shirts, blouses, shorts, skirts, swimwear, activewear, loungewear, workwear, suits, tailoring, trousers, leggings, jumpsuits, and tracksuits, sold through the isawitfirst.com e-commerce website.
- Dresses Wide variety of women's dresses including midi, bodycon, mini, day, long sleeve, occasion, evening, party, sequin, floral, jumper, puff sleeve, ruched, corset, bardot, blazer, smock, and shirt dresses for everyday and occasion wear.
- Coats & Jackets Outerwear including coats, jackets, blazers, gilets, trenches, puffers, bomber jackets, denim jackets, leather jackets, field jackets, windbreakers, and biker jackets.
- Co-ords (Co-ordinate Sets) Two-piece matching outfit sets including knitted co-ords, blazer and shorts sets, mini skirt co-ords, tailored trousers, and coordinated separates for a complete outfit solution.
- Shoes & Accessories Footwear including boots (biker, ankle, knee-high), heels, sandals, and trainers; accessories including bags, purses, jewellery, hats, scarves, and sunglasses.
- Lingerie & Nightwear Intimate apparel and sleepwear including lingerie sets, pyjamas, dressing gowns, slippers, and novelty items for everyday and loungewear use.
- New In Latest arrivals featuring newest fashion pieces refreshed weekly including clothing, dresses, tops, co-ords, and skirts to drive repeat visits and trend-aligned purchases.
- Occasion Wear Special occasion outfits including festival, beachwear, birthday (18th, 21st, 30th), brunch, date night, holiday, party, prom, wedding, Christmas, Halloween, concert, graduation, and work interview attire.
- Gifting Gift products including jewellery, belts, bags, purses, hair accessories, and novelty items for purchase as gifts.
- Be You (Private Label Sub-brand) Private label brand offering women's clothing including pyjama sets, lingerie, tops, dresses, jeans, jackets, and accessories at various price points, supporting brand control and margin management.
- Frasers Plus Buy-now-pay-later credit service allowing customers to pay in 3 interest-free instalments or spread payments over 6-36 months (Representative APR 29.9% variable); includes loyalty rewards points system with exclusive discounts on selected products for Frasers Plus customers.
- Gift Cards Gift card product allowing customers to purchase and redeem store credit for fashion items on the isawitfirst.com website.
- Shop by Fit Size-inclusive shopping options including plus size and petite collections, providing apparel for a wider range of body types.
- Sale Discounted and promotional clothing and accessories across all categories with various price points and percentage reductions up to 90% off.
Companies that use I SAW IT FIRST
Customer profileSegments4 records
Ideal customer profiles8 records
I SAW IT FIRST technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration11 records
I SAW IT FIRST partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered minor and core.
- LullabellzminorSocial media competition partnership offering £500 Lullabellz e-voucher and £500 I Saw It First e-voucher as prizes. Run on Instagram platform.
- Love IslandcoreMajor television partnership with the biggest show in the world, Love Island. The brand works with Love Island for fashion visibility and celebrity association.
- O BeachminorPartnership with iconic O Beach brand, one of the biggest players in the fashion/lifestyle space.
- Everlast GymsminorFrasers Plus benefit partnership offering £60 off annual Everlast Gyms Champion Membership and free 12-month access to Everlast Fitness App for Frasers Plus members.
- SlazengerminorPrize draw partnership offering Slazenger Tennis Bundle worth £150 for Frasers Plus members shopping at Sports Direct by 31st July 2026.
Scale indicators2 records
Recent moves1 record
Expansion highlights5 records
I SAW IT FIRST competitors and assessment
Company assessmentDirect peers
- PrettyLittleThing: Direct peer — digital fast-fashion brand targeting the same young female demographic with low-priced trend apparel, celebrity collaborations, and heavy promotional activity. Boohoo-owned sister brand with highly overlapping proposition.
- Shein: Direct peer — global digital fast-fashion retailer competing on ultra-low price points and rapid trend velocity for the same young women's apparel category. Represents the most aggressive competitive threat on price.
- ASOS: Direct peer — UK online fashion retailer targeting 20-somethings with multi-brand and own-label apparel at mid-market price points. Comparable on digital-first GTM, youth skew, occasion-based merchandising, and BNPL adoption.
- Nasty Gal: Direct peer — digital-first fashion brand originally targeting young women with trend-led apparel at affordable prices. Comparable on demographic, channel mix, and occasion/dress-led merchandising.
- Missguided: Direct peer — UK-based digital fast-fashion retailer targeting young women with trend-led apparel and heavy discounting. Closely comparable on price band, customer cohort, and online-only distribution.
- New Look: Direct peer — UK high-street fashion retailer targeting value-conscious women with trend-led apparel. Comparable on customer demographic, price band, and broad multi-category catalogue.
- Boohoo Group: Direct peer — UK-headquartered digital-first fast-fashion retailer targeting young women with trend-led apparel at affordable price points. Closely comparable on customer demographic, product mix, pricing, and channel model.
- Quiz Clothing: Direct peer — UK-based fashion retailer with strong occasion/dress category focus targeting similar young female demographic. Comparable on occasion-led merchandising and price tier overlap.
Broad incumbents
- H&M: Broad incumbent — global value-fashion retailer serving a much broader demographic and category mix than I Saw It First. Comparable on the affordable-trend value proposition but operates at significantly larger scale and category breadth.
- Flannels: Broad incumbent — sister brand under Frasers Group operating in fashion retail at a higher premium/luxury tier. Comparable as a Frasers Group affiliate with shared parent-level infrastructure, payment systems, and customer cross-sell, though positioned upmarket.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
I SAW IT FIRST social profiles
Digital presenceI SAW IT FIRST compliance and trust
Trust signalCompliance3 records
I SAW IT FIRST financial estimates
Financial estimateRevenue estimate
Valuation estimate
I SAW IT FIRST leadership team
Management profileNumber of profiles
I SAW IT FIRST funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
I SAW IT FIRST 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 I SAW IT FIRST
What does I SAW IT FIRST do?
I Saw It First is a direct-to-consumer e-commerce fashion retailer selling trendy women's clothing, footwear, accessories, lingerie, and nightwear at affordable price points (from £2 for basics to over £119.99 for premium items). The brand operates through its own website and mobile app, complemented by a private label sub-brand "Be You" and an integrated Frasers Plus buy-now-pay-later credit offering.
Is I SAW IT FIRST a public or private company?
I SAW IT FIRST is a private company. It is classified as corporate owned and is currently operating.
When was I SAW IT FIRST founded?
I SAW IT FIRST was founded in 2017. It employs 51 to 100 people.
Where is I SAW IT FIRST based?
I SAW IT FIRST is headquartered in Shirebrook, United Kingdom, in the Europe region.
How does I SAW IT FIRST make money?
One revenue line is on record: direct Product Sales.
Who are I SAW IT FIRST's main competitors?
Direct peers on record are PrettyLittleThing, Shein, ASOS, Nasty Gal, Missguided, New Look, Boohoo Group and Quiz Clothing. Broad incumbents are H&M and Flannels.
Does I SAW IT FIRST have an API?
No public API is recorded for I SAW IT FIRST.
What industry is I SAW IT FIRST in?
I SAW IT FIRST's product category is Women's Online Fashion Retail. Its primary akta.pro industry code is CRAAABAM, Streetwear & Contemporary Apparel Retail, with a secondary code of CRAEABAJ, Off-Price Online Apparel & Fashion Retail (Digital-First/Flash Sales). Its NAICS code is 45811 and its SIC code is 5621.