Ilana
Ilana is a London-based online marketplace founded in 2020 that curates and retails luxury fashion from a roster of approximately nine Black-owned designer brands, accompanied by a community platform offering mentorship and brand development for Black fashion designers.
- Company typePrivate
- Founded-
- HeadquartersLondon, United Kingdom
- Headcount1–10
- GTM typeB2C
- OfferingDigital Commerce or Content
What Ilana does
Ilana is a London-based online marketplace founded in 2020 that curates and retails luxury fashion products from a roster of approximately nine Black-owned designer brands, including Jaybz Signature, Larry Jay, Fruché, Atto Tetteh, Veryldesigns, Seemkha Studios, ScqueezeRtw, Lara Diamond, and Looks Like A Good Man. Product pricing spans roughly £95 to £2,200, with free international shipping offered to buyers. A distinct community platform accompanies the marketplace, providing mentorship and brand development support to participating designers and emerging creators within the Black fashion ecosystem.
The platform is built on a lean technology stack comprising Sanity as the content management system and Stripe for payment processing, with no native mobile app or public API documented. The business model is a transactional marketplace in which Ilana earns revenue via commissions on sales routed through its storefront. The dual marketplace-plus-community structure is designed to capture both commercial transactions and longer-term brand-building engagements, positioning the company as a vertically integrated enabler for Black luxury designers rather than a passive listing site.
The company operates with approximately eight employees and is led by founder Samuel Ade, supported by Wynonna Richards in Store and Community Support roles; a Chief Operating Officer position is actively being recruited. Ilana holds a registered trademark and is GDPR-compliant, and has garnered earned media coverage in publications including Fashion Capital and Ebony, as well as University of the Arts London alumni features. The company has not disclosed any external funding rounds to date.
Ilana firmographics
Firmographics- Name
- Ilana
- Legal name
- Ilana Ltd.
- Website
- https://ilana.uk
- Company type
- Private
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Ilana is a London-based online marketplace founded in 2020 that curates and retails luxury fashion from a roster of approximately nine Black-owned designer brands, accompanied by a community platform offering mentorship and brand development for Black fashion designers.
- Ownership category
- akta.pro rank
Ilana industry classification
Industry- Product category
- Online Luxury Fashion Marketplace
- NAICS
- Clothing and Clothing Accessories Retailers (4581), Clothing, Clothing Accessories, Shoe, and Jewelry Retailers (458)
- SIC
- Retail-Apparel & Accessory Stores (5600)
- akta.pro primary industry
- Fashion & Accessories Marketplaces (CRAFABAA)
- akta.pro secondary industry
- Jewelry, Watches & Luxury Goods Marketplaces (CRAFABAK)
Keywords
Where Ilana is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Ilana business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Marketing or Sales, Technology or R&D, Operations, Personnel, Supply Chain
Revenue model
- Marketplace Commission: Ilana operates as an agent on behalf of Brand Partners. When customers purchase products, the contracts are between the customer and the Brand Partners. Ilana facilitates transactions and takes a commission from sales. The company arranges delivery and handles customer service including returns and refunds on behalf of Brand Partners.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Pay-as-you-go | Retail fashion products ranging from £95 to £2,200 |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels3 records
Ilana product offering
Product offeringCore offering
Ilana operates an online luxury fashion marketplace connecting consumers with Black fashion designers (Brand Partners). It acts as an agent facilitating transactions, payment processing via Stripe, delivery, customer service, and returns on behalf of Brand Partners. The platform also provides a community offering with fashion expert mentorship, brand development resources, and industry contacts for emerging designers.
Product overview
Ilana operates as an online fashion marketplace for Black fashion designers, functioning as an agent on behalf of Brand Partners. The platform serves two main offerings: (1) the Ilana Fashion Marketplace where customers can purchase clothing and accessories from multiple designer brands including Jaybz Signature, Larry Jay, Fruché, Atto Tetteh, Veryldesigns, Seemkha Studios, Lara Diamond, ScqueezeRtw, and Looks Like A Good Man; and (2) the Ilana Community Platform which provides emerging designers with access to expert mentors, brand development resources, industry contacts, and fashion consulting services.
Differentiator
Problem solved
Functional benefit
Products and services
- Ilana Fashion Marketplace An online marketplace operating as an agent on behalf of Black fashion designers (Brand Partners), enabling customers to purchase luxury fashion items directly from emerging designers. Brand Partners ship directly to customers; Ilana handles payment processing (via Stripe), customer service, and returns on behalf of Brand Partners. Product prices range from £95 to £2,200 across categories including shirts, dresses, kaftans, suits, coats, and jackets. Free international shipping and a 28-day returns policy are offered.
- Ilana Community Platform A platform for emerging fashion designers to connect with fashion experts for mentoring, brand development, industry contacts, and rapid growth support. Provides four pillars: Expert Advice, Brand Development, Industry Contacts, and Rapid Growth. Targets emerging Black fashion designers seeking pathways into the luxury fashion industry.
Quantifiable outcome
- Featured in Fashion Capital, Ebony, and UAL alumni stories as a notable Black-owned e-commerce platform
Companies that use Ilana
Customer profileNamed customers9 records
Segments2 records
Ideal customer profiles2 records
Ilana technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
Feature1 record
Ilana partnerships and signals
Strategic signalPartnerships
Ten partnerships are on record, tiered core.
- Jaybz SignaturecoreAn ethical fashion brand based in Nigeria that turns strings of yarn into bespoke crochet and knit designs. Featured on Ilana with products like Honey Comb Dress (£122), Kato Shirt (£102.99), and Sharon Set (£200).
- Larry JaycoreFashion brand offering handmade cotton pieces using Ankara/Wax and Batik fabrics. Products include shirts (£157), skirts (£191), and dresses (£213).
- FruchécoreLuxury fashion brand with products ranging from £408-£1,140. Specializes in lace, velvet, and feathered pieces including the Oku Dress and Chichi Top.
- Atto TettehcoreBrand specializing in hand-woven Fugu textiles and leather pieces. Products include Fugu Bomber Jacket (£144), Embroidered Trench Coat (£264), and Leather Kimono.
- VeryldesignscoreAfrican print specialist offering suits and beaded evening gowns. Products include Omwana Embellished Dress (£2,200), Nkinzi Blue Beaded Dress (£1,200), and Ling Kitengi Suit (£350).
- Seemkha StudioscoreBrand offering elevated silk and crepe kaftans and lace suits. Products include Short Kaftan (£150), The Cloud Shirt (£165), and 2 Piece Lace Suit (£450).
- ScqueezeRtwcoreBrand specializing in silk print sets and Chantilly lace dresses. Products include The Kiwi Set (£240), Aurelia Dress (£231.99), and Lalita Dress (£210.99).
- Lara DiamondcoreBrand offering Milkado silk dresses and jacquard trousers. Products include Kaya (£200), Palesa Dress (£150), and Madisa Dress (£125).
- Looks Like A Good MancoreBrand specializing in tailored kaftan shirts and trousers. Products include Wine Corporate Kaftan Shirt (£112) and matching trousers (£95).
- StripecoreStripe is used to process all payments on the platform. Customers' financial data is shared with Stripe for payment processing.
Scale indicators3 records
Recent moves4 records
Expansion highlights4 records
Ilana competitors and assessment
Company assessmentBroad incumbents
- Ssense: Canadian-based luxury and avant-garde fashion multi-brand retailer with a strong editorial and discovery angle. Comparable in curating high-end, design-forward fashion for a global luxury consumer, with similar multi-brand marketplace mechanics, though not culturally niche to Black designers.
- Mytheresa: Curated luxury multi-brand fashion retailer serving high-end designer apparel and accessories. Comparable in targeting the luxury price tier (£95-£2,200+) with a curated assortment, but operates at incumbent scale with hundreds of brands and broader customer demographics.
- 1stDibs: Online marketplace for luxury items spanning fashion, jewelry, art, and home, connecting vetted sellers with collectors and luxury consumers. Comparable as a curated multi-vendor marketplace in the luxury tier with a take-rate model, though it spans many luxury verticals rather than specializing in fashion.
- ASOS Marketplace: ASOS's multi-brand boutique storefront curating independent designers and vintage sellers alongside its core assortment. Comparable as a marketplace layer hosting independent fashion brands on a larger e-commerce platform, though ASOS Marketplace is part of a much larger fast-fashion-led operation and does not specialize in Black-owned luxury.
- Etsy: Global marketplace for handmade, vintage, and craft goods with a take-rate commission model. Comparable as an aggregator marketplace for independent designers and artisans, but at vastly greater scale, much broader product scope, and without the Black-luxury-fashion specialization or mentorship layer.
- Net-a-Porter: Established luxury multi-brand fashion retailer with a curated assortment of designer apparel and accessories at premium price points. Comparable as a global luxury fashion destination serving similar high-spending customers, though its designer base is not Black-owned-focused.
- Farfetch: Global luxury fashion marketplace aggregating boutiques and brands worldwide. Comparable as a multi-brand luxury fashion platform with marketplace commission economics, but operates at vastly greater scale and serves a broader (non-culturally-niche) luxury customer base.
Direct peers
- The Folklore: Luxury e-commerce marketplace curating Black and African designers globally, offering a multi-brand storefront with editorial-led positioning. Directly comparable as a curated Black/African designer marketplace serving a similar luxury customer seeking distinctive pieces not found on mainstream luxury platforms.
- Brownstone: Brooklyn-based multi-brand retailer and marketplace focused on Black-owned and African-inspired fashion and lifestyle brands. Directly comparable to Ilana in targeting Black designers as the curated assortment pillar and serving culturally engaged consumers seeking luxury and contemporary pieces.
Emerging players
- GOAT: Online marketplace for premium sneakers and luxury accessories with authentication and curated brand assortment. Comparable as a curated multi-brand luxury marketplace using a take-rate model and serving a design-conscious consumer, though focused on sneakers/accessories rather than apparel.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
Ilana social profiles
Digital presenceIlana compliance and trust
Trust signalCompliance1 record
Ilana financial estimates
Financial estimateRevenue estimate
Valuation estimate
Ilana leadership team
Management profileNumber of profiles
Profiles2 records
Ilana funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Ilana 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 Ilana
What does Ilana do?
Ilana operates an online luxury fashion marketplace connecting consumers with Black fashion designers (Brand Partners). It acts as an agent facilitating transactions, payment processing via Stripe, delivery, customer service, and returns on behalf of Brand Partners. The platform also provides a community offering with fashion expert mentorship, brand development resources, and industry contacts for emerging designers.
Is Ilana a public or private company?
Ilana is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Ilana founded?
Ilana was founded in -1. It employs 1 to 10 people.
Where is Ilana based?
Ilana is headquartered in London, United Kingdom, in the Europe region.
How does Ilana make money?
One revenue line is on record: marketplace Commission.
Who are Ilana's main competitors?
Broad incumbents on record are Ssense, Mytheresa, 1stDibs, ASOS Marketplace, Etsy, Net-a-Porter and Farfetch. Direct peers are The Folklore and Brownstone. GOAT is listed as an emerging player.
Does Ilana have an API?
No public API is recorded for Ilana.
What industry is Ilana in?
Ilana's product category is Online Luxury Fashion Marketplace. Its primary akta.pro industry code is CRAFABAA, Fashion & Accessories Marketplaces, with a secondary code of CRAFABAK, Jewelry, Watches & Luxury Goods Marketplaces. Its NAICS code is 4581 and its SIC code is 5600.