What Aab does

Aab is a London-based, female-led direct-to-consumer e-commerce brand specializing in modest fashion apparel. Founded in 2009 (with 2007 cited in some firmographic sources), the company designs and sells a broad range of modest clothing — including abayas (open, occasion, prayer, two-piece sets), hijabs in multiple materials (modal, chiffon silk, jersey, crepe, wool modal, organic cotton), maxi dresses, kaftans, kimonos, prayer outfits, modest swimwear, modest activewear, modest workwear, girls' abayas, and mens/boys thobes — alongside complementary products such as hijab accessories, co-ord sets, a signature bakhoor fragrance, and digital gift cards. The product range is served by an unusual proprietary fit system offering women's lengths from 52 to 62 inches and sizing from XXS to XXL, directly addressing the fit gap that mainstream fast fashion leaves in the modest segment. The platform is built on Shopify, with no proprietary technology disclosed.

The business operates purely through owned e-commerce storefronts across four regional domains (UK, EU, US, International), with no physical retail and no third-party wholesale. Geographic reach includes shipping to the UK (with next-day delivery and free delivery over £120), Europe, the United States, and worldwide markets with standard (5–7 working days) and express (3–4 working days) options. GTM is digital-first: email/newsletter capture (10% first-order discount), SEO-driven organic discovery, content marketing through The Journal blog, and seasonal lookbooks (Resort SS26, Eid 2026, Ramadan 2026, AW25/26, Pre-Fall '25). Pricing is per-unit, ranging from £10 for basic hijabs to £150+ for occasion abayas, with a mainstream-mid AOV consistent with the broader modest-fashion category.

Revenue is generated exclusively through one-time online apparel and accessory sales. The company is privately held with no disclosed funding rounds, no parent company, no subsidiaries, no named management team in public sources, and no revenue or ARR disclosure. Headcount is reported in the 11–50 band, consistent with an independent, founder-led operation. There is no evidence of AI/ML capabilities, no mobile app, no API or SDK offering, and no certifications or regulatory disclosures.

Name

Aab

Website

https://aabcollection.com

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

11–50 employees

Short description

Aab is a London-based, female-led direct-to-consumer e-commerce brand that designs and sells modest fashion apparel—including abayas, hijabs, maxi dresses, kaftans, prayer outfits, and mens/boys thobes—targeting modest-dressing women and families globally through Shopify storefronts across the UK, Europe, US, and International markets.

Ownership category

akta.pro rank

Product category

Modest Fashion Apparel

NAICS

Clothing and Clothing Accessories Retailers (458110), Clothing and Clothing Accessories Retailers (4581)

SIC

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

akta.pro primary industry

Modest & Religious Apparel Retail (CRAAABAK)

Keywords

• Modest fashion apparel
• Women's modest clothing
• Abaya and hijab retailer
• Muslim women's fashion
• E-commerce womenswear

Headquarters

HQ city

Croydon

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. E-commerce product sales: Aab generates revenue through direct-to-consumer online sales of modest fashion apparel including abayas, hijabs, maxi dresses, kaftans, prayer outfits, and accessories. The brand operates on a standard retail model where customers purchase individual items at listed prices. Products are sold through owned e-commerce storefronts across multiple regional domains (UK, EU, US, International).

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels3 records

Core offering

Aab is a London-based, female-led direct-to-consumer online retailer of modest fashion apparel. The brand sells its own designed abayas, hijabs, maxi dresses, kaftans, prayer outfits, modest swimwear, modest activewear, modest workwear, mens and boys thobes, and complementary accessories through owned e-commerce storefronts serving the UK, EU, US, and international markets. Products are made in small batches with a proprietary size-and-length fit system (dress lengths from 52-62 inches) tailored for modest fashion.

Product overview

Aab is a female-led independent womenswear brand (founded 2009) specializing in modest fashion, operating as a direct-to-consumer e-commerce platform built on Shopify. The product portfolio centers on modest dresses and separates including Abayas (open, occasion, two-piece sets with slips), Maxi Dresses (occasion, shirt, slip styles), Hijabs (premium modal, chiffon silk, jersey, crepe, wool modal, organic cotton in various colors and prints), Kaftans, Kimonos, Prayer Outfits (jilbabs, prayer abayas, khimar sets), Modest Swimwear (leggings, tops, toggle pants in chlorine-resistant fabrics), Modest Activewear, and Mens/Boys Thobes. The company offers size and length options (XXS-XXL, lengths 52-62 inches for women; 52-60 inches for mens thobes; 28-50 inches for children) to ensure proper fit. Aab also sells complementary products including Girls Abayas, Hijab Accessories (caps, magnets, scrunchies), Co-Ord Sets, fragrance (Bakhoor), and Gift Cards. The brand operates regional sites for Europe, US, and International markets with next-day delivery in UK and worldwide shipping.

Differentiator

Problem solved

Functional benefit

Products and services

• Abayas Aab's core product line featuring traditional Islamic garments including open abayas, occasion abayas, two-piece abaya sets with matching slips, embroidered abayas, and prayer abayas, available in various colors and materials including cashmere, boski, and cotton blends. Targeted at women seeking modest full-coverage everyday and occasion wear.
• Maxi Dresses Full-length dresses offering modest coverage without plunging necklines or awkward slits. Includes occasion dresses, shirt dresses, slip dresses, and maxi dresses in various styles and fabrics, targeted at women who want modest yet stylish dress options.
• Hijabs Head coverings available in multiple materials including premium modal, chiffon silk, jersey, crepe, wool modal, and organic cotton. Offered in solid colors, prints, and ombre styles with a color palette from deep burgundy and emerald to soft pastels, targeted at hijabi women and modest dressers.
• Kaftans Loose-fitting garments available in various fabrics including satin, cotton, and crochet. Features include embroidered and printed designs suitable for casual and occasion wear, targeted at women seeking modest loose-fit options.
• Kimonos Open-front garments offered in crochet, cotton, and satin fabrics. Available in floral prints, solid colors, and textured designs for layering over abayas and maxi dresses, targeted at modest dressers who want additional coverage or styling.
• Prayer Outfits Garments specifically designed for Islamic prayer including jilbabs with attached hijabs, prayer abaya sets, and khimar and skirt sets. Designed for functionality and comfort during daily prayers, targeted at women observing Islamic prayer requirements.
• Modest Swimwear Full-coverage swimwear including leggings, toggle pants, and long/short tops in chlorine-resistant fabrics. Designed for modest fashion at beach or poolside with quick-drying materials, targeted at women who want modest swim options.
• Modest Workwear Professional attire designed for office environments featuring elegant and modest designs with full coverage. Includes skirt pleat abayas and side wrap maxi dresses in breathable fabrics, targeted at modest-dressing professional women.
• Modest Activewear Sports and workout wear designed for modest coverage during physical activities. Includes leggings, tops, and coordinated sets, targeted at women who want modest options for exercise.
• Mens & Boys Thobes Traditional Islamic robes for men and boys available in various lengths (52-60 inches) with free-size fit. Designed for 1-2 inches above ankle length, targeted at men and boys seeking traditional Islamic attire.
• Girls Abayas Two-piece open abaya sets with matching inner slips designed for young girls. Available in various colors including lilac, brown, denim, plum, and sage, targeted at parents seeking modest clothing for their daughters.
• Hijab Accessories Complementary products including hijab caps, hijab magnets, scrunchies, and face masks designed to enhance hijab styling and functionality, targeted at hijabi women seeking styling aids.
• Co-Ord Sets Matching outfit sets offering coordinated modest fashion looks. Includes two-piece abaya sets and coordinated cotton sets, targeted at women seeking put-together modest outfits.
• Silani Oud Bakhoor Signature bakhoor (incense) product offering an aromatic home fragrance experience, targeted at customers of Aab's lifestyle offerings.
• Aab Gift Card Digital gift cards available for purchase to give as presents to friends and family, targeting gift-givers shopping for modest fashion shoppers.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators1 record

Recent moves6 records

Expansion highlights6 records

Direct peers

• Modanisa: Modanisa is a Turkey-based DTC modest fashion e-commerce platform offering abayas, hijabs, dresses, and prayer wear to a global audience. It is a direct competitor to Aab in the same modest fashion retail category with similar multi-region shipping and broad product assortment.
• Haute Hijab: Haute Hijab is a premium hijab and modest accessories brand operating as DTC e-commerce with a focus on quality fabrics, fit, and styling content. Comparable to Aab's hijab category in target customer, premium positioning, and content-driven marketing approach.
• East Essence: East Essence is a US-based modest fashion retailer offering Islamic clothing including abayas, thobes, hijabs, and prayer garments. Comparable to Aab in product range, target customer, and DTC e-commerce model, with similar emphasis on everyday and occasion modest wear.
• SHUKR Islamic Clothing: SHUKR is a long-standing online modest fashion retailer offering clothing for men, women, and children with an emphasis on quality fabrics and Islamic-compliant design. Comparable to Aab as a multi-category modest fashion DTC brand with similar target customer and product breadth.
• Inaya: Inaya is an online modest fashion retailer specializing in abayas, hijabs, and modest dresses for women. Direct competitor to Aab in the same modest fashion e-commerce category, targeting similar demographics with comparable price points and product types.

Emerging players

• Veronica Beard: Veronica Beard is a contemporary womenswear brand that has expanded into more inclusive and modest-friendly silhouettes. Comparable to Aab as a women's apparel brand with premium positioning and DTC growth, though not explicitly focused on modest fashion.

Broad incumbents

• Mango Committed: Mango is a large global fast-fashion retailer that has expanded into modest-friendly lines and inclusive sizing, overlapping with Aab's womenswear offering. Comparable as a broad incumbent that competes for modest-conscious shoppers with greater scale and price competitiveness.
• Uniqlo (Modest-Friendly Lines): Uniqlo is a global apparel retailer offering modest-friendly basics and partnerships with designers on modest collections. Comparable to Aab as a broad incumbent whose basics, layering pieces, and modest-friendly cuts compete for the same modest-conscious consumer at lower price points.
• H&M Conscious/Modest Lines: H&M is a global fast-fashion retailer that has introduced modest fashion collections and inclusive sizing to address Muslim and modest-dressing consumers. Comparable to Aab as a broad incumbent entering the modest space with substantial supply-chain and marketing advantages.
• Nike (Pro Hijab / Modest Activewear): Nike entered the modest activewear category with the Pro Hijab and continues to expand modest sportswear offerings. Comparable to Aab's modest activewear line as a broad incumbent with significantly larger brand, distribution, and athletic-wear credibility.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/aabcollection
• Facebookfacebook.com/aabcollection

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 Aab