HUER CLOTHING LTD

What HUER CLOTHING LTD does

HUER Clothing Ltd. is a privately held, UK-based direct-to-consumer women's athleisure and loungewear brand founded circa 2020 and operating from Huddersfield/Hull, England. The company designs and sells women's fitness apparel, athleisure, and loungewear focused on blending high-performance athleticism with a luxury fashion aesthetic, targeting active women who want wardrobe that transitions from gym to everyday life.

The product portfolio is anchored by the Second Skin sub-brand — a proprietary fabric platform built on an 80% Nylon / 20% Spandex blend featuring 4-way stretch, a high-waisted panel, a no-front-seam design, and a 'second skin' feel — produced across leggings, sports bras, tank bras, cycling shorts, and short sleeve tops in an extensive color palette. This is complemented by the Campus Collection sub-brand (hoodies, sweatshirts, joggers, matching sets) and accessories (sport socks, logo caps), plus digital gift cards. All products are listed at unit price points between roughly $9 and $79.

The business model is one-time-purchase direct-to-consumer e-commerce on a Shopify-hosted storefront, accepting major cards plus Apple Pay, Google Pay, PayPal, Shop Pay, Klarna, and others, with global shipping to approximately 150+ countries and free shipping thresholds of £55 (UK) and $60+ (international). The brand is acquired primarily through organic Instagram (12.8k followers) and email newsletter, supplemented by a blog and an affiliate program. There is no disclosed external funding, no headcount disclosed, and no management team identified in public sources.

Name

HUER CLOTHING LTD

Legal name

Huer Clothing

Website

https://huerclothing.com

Company type

Private

Founded year

2020

Operating status

Operating

Short description

HUER Clothing Ltd. is a UK-based direct-to-consumer women's athleisure and loungewear brand selling leggings, sports bras, loungewear, and accessories through its Shopify online store, targeting active women seeking premium, fashion-forward fitness apparel shipped globally.

Ownership category

akta.pro rank

Product category

Women's Activewear and Athleisure Apparel

NAICS

Clothing and Clothing Accessories Retailers (45811)

SIC

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

akta.pro primary industry

Athleisure & Performance Apparel Retail (CRAAABAE)

akta.pro secondary industries

Activewear & Training Apparel (CRAAAEAA), Yoga, Pilates & Studio Wear (CRAAAEAC), Athletic / Performance & Activewear Brands (CRAAAAAD)

Keywords

• Women's activewear apparel
• Athleisure clothing
• Premium fitness fashion
• Direct-to-consumer apparel
• Leggings and sports bras

Headquarters

HQ city

Huddersfield

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Marketing or Sales, Technology or R&D, Operations

Revenue model

1. Direct Product Sales: One-time purchase model for apparel products including leggings, sports bras, tops, hoodies, accessories. No subscription or recurring revenue model mentioned.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

HUER designs, manufactures, and sells women's fitness, athleisure, and loungewear apparel — primarily its proprietary Second Skin collection of leggings, sports bras, tank bras, cycling shorts, and short-sleeve tops in an 80% nylon / 20% spandex blend — alongside the Campus Collection (hoodies, sweatshirts, joggers) and accessories (socks, caps), sold direct-to-consumer through its Shopify online store.

Product overview

HUER is a luxury fitness fashion brand for the modern active woman, offering athleisure wear that blends high-performance athleticism with high-end fashion. The company's product portfolio centers on the Second Skin collection, which features high-waisted leggings, sports bras, tank bras, cycling shorts, and short sleeve tops all crafted from a proprietary 80% Nylon, 20% Spandex blend designed to feel like a 'second skin' with breathable, airy comfort and 4-way stretch. The Second Skin line is available in an extensive color palette including Black, Charcoal Grey, Chocolate, Espresso, Spruce Blue, Wine Red, Mauve, Ivory, and Cherry Red. Beyond the core Second Skin line, HUER offers the Campus Collection sub-brand featuring espresso-colored hoodies, sweatshirts, joggers, and matching sets. The company also sells accessories including sport socks and logo caps, and provides gift cards. All products are available through their Shopify-powered e-commerce platform with free shipping on orders over £55 in the UK and $60+ internationally.

Differentiator

Problem solved

Functional benefit

Brands

• Second Skin: Essential everyday leggings with high-waisted panel, delicate airy fabric, and no front seam design.
• Terminal3
• Campus Collection

Products and services

• Second Skin Leggings High-waisted everyday leggings made from 80% nylon and 20% spandex with a delicate, airy, breathable fabric designed to sit comfortably on the body with a 'second skin' feel. Features 4-way stretch and a no-front-seam design. Sold to women seeking premium activewear that performs during workouts and looks stylish for everyday wear.
• Second Skin Sports Bras Sports bras designed with comfort as the primary consideration, available in multiple colors including Black, Spruce Blue, Charcoal Grey, and Mauve. Sold to active women as part of the Second Skin athleisure line.
• Second Skin Tank Bras Tank-style bras designed with comfort as the primary consideration, available in various colors. Sold as a core SKU within the Second Skin collection to active women seeking versatile innerwear for athleisure layering.
• Second Skin Cycling Shorts Essential everyday cycling shorts available in Black color, priced at $41.00. Sold to women as part of the Second Skin activewear line.
• Second Skin Short Sleeve Tops Short sleeve tops designed with comfort in mind, part of the Second Skin collection. Sold to women for use as athleisure and everyday wear.
• Campus Collection Espresso Hoodie Staple hoodie from the Campus Collection, soft and cosy, priced at $79.00. Sold to women as loungewear/athleisure layering.
• Cherry Red Huer Logo Sweatshirt Campus Collection sweatshirt priced at $72.00, the perfect addition for the season. Sold to women as branded loungewear.
• Cherry Red Straight Leg Joggers Comfortable straight leg joggers priced at $65.00, soft material for everyday wear. Sold to women as loungewear and casualwear.
• HUER Ribbed Cuff Sport Socks Sport socks with black logo embroidery, available in White and Cream colors, priced at $9.00. Sold as an HUER-branded accessory.
• Black Huer Logo Cap Classic black cap with sleek essential design for everyday wear, priced at $18.00. Sold as an HUER-branded accessory.
• HUER Gift Card Digital gift cards available for purchase as a gifting option for friends and family. Sold to consumers looking to gift HUER products.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• ShopifycoreTechnology or IntegrationShopify provides the e-commerce platform powering HUER's online store. The platform handles payment processing, order management, customer accounts, and checkout functionality. HUER's Terms of Service explicitly state 'Our store is hosted on Shopify Inc.'

Scale indicators1 record

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• Lululemon: Global premium women's activewear leader with broad assortment across leggings, bras, loungewear and accessories. Comparable product categories at scale, but operates owned retail, wholesale and international channels far beyond HUER's single Shopify storefront.
• Vuori: Premium US activewear and loungewear brand with strong men's and women's assortments. Comparable premium-leggings and 'performance-lifestyle' positioning, with broader category scope and US wholesale presence.
• Alo Yoga: US-based premium women's activewear and athleisure brand spanning yoga, training and lifestyle. Overlaps with HUER's premium-leggings and lifestyle positioning but at materially larger scale and with multi-channel distribution.
• Nike: Global athletic apparel giant with extensive women's training, yoga and loungewear lines (e.g., Nike One leggings, Dri-FIT bras). Adjacent rather than direct, but competes for the same customer's apparel wallet at all price tiers.

Emerging players

• Reform Activewear: Smaller UK-based DTC women's activewear brand offering leggings, sports bras and loungewear at premium price points. Most comparable to HUER on size, stage, channel mix and target customer — useful as a near-twin reference.

Direct peers

• Tala: UK-based DTC activewear brand focused on women's performance and athleisure wear. Direct overlap with HUER on leggings, sports bras and sustainability-led positioning, with significantly larger Instagram traction.
• Gymshark: UK-founded, fitness-focused DTC athleisure brand selling leggings, sports bras and loungewear through its own e-commerce site. Highly comparable go-to-market model and target customer (active women), though at far greater scale and with a wider product range.
• Sweaty Betty: UK-based women's activewear and athleisure brand operating DTC and owned retail. Direct overlap with HUER on women's leggings, sports bras and loungewear at a premium price point, with an established brand community.
• Adanola: UK-based DTC women's athleisure brand offering leggings, sports bras and loungewear at premium price points. Closely comparable target customer, sizing inclusivity and Instagram-led growth model.
• AYBL: UK-founded fitness fashion brand with strong women-focused leggings and matching-sets assortment at accessible premium price points. Comparable DTC model and target audience.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat2 records

Key risks6 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/huerclothing

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 HUER CLOTHING LTD