GRASSFIELDS TRADE LTD

Name

GRASSFIELDS TRADE LTD

Legal name

Grass-fields

Website

https://grass-fields.co.uk

Company type

Private

Founded year

2013

Operating status

Operating

Short description

Grass-fields is a UK-based, founder-led DTC e-commerce brand selling African-inspired fashion — dresses, headwraps, knitwear, and Goddess Bubu gowns — to a global diaspora and African-heritage consumer base across 33+ countries, with 94% of products made by artisans in Cameroon and Nigeria.

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

Revenue model

1. Direct Product Sales: One-time purchase model for fashion products including dresses, tops, bottoms, headwraps, accessories, and kids clothing. Products sold at various price points from budget-friendly (£3.50 headwraps) to premium (£125 cardigans).
2. Gift Cards/Vouchers: Sale of digital gift vouchers ranging from £50 to £1,000 under the #MadeInAfrica campaign.
3. Affiliate Program: Earn with Grass-Fields affiliate program allowing partners to earn commissions by promoting products.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels8 records

Core offering

Grass-fields is a UK-based, African-led direct-to-consumer fashion brand that designs, sources, and sells African-inspired clothing and accessories — including dresses, tops, hoodies, bottoms, co-ords, cardigans, headwraps, head scarves, and Goddess Bubu gowns — through its own Shopify-powered e-commerce storefront, with more than 80% (and as cited elsewhere 94%) of products made by skilled artisans in Cameroon and Nigeria.

Product overview

Grass-fields is an African-led fashion e-commerce brand offering a diverse portfolio of clothing and accessories. The product portfolio includes Dresses (midi, maxi, and corset styles), Tops (T-shirts, sweatshirts, hoodies, Ankara tops), Bottoms (trousers), Co-ords & Sets, Headwraps/Head Scarves, Cardigans, and Goddess Bubu gowns. The brand features named collections such as the Corset Edition, Queen Bubu (Sacred Presence), Bold Presence, and Everyday Presence. Products are inspired by African heritage with over 80% of items made in Africa (Cameroon and Nigeria) by skilled artisans. The company sells through a Shopify-powered e-commerce platform and offers digital gift cards. A key differentiator is the brand's mission to employ 1 million Africans by 2050, with products designed in-house and produced by makers across Africa.

Differentiator

Problem solved

Functional benefit

Products and services

• Dresses Range of dresses including midi, maxi, and corset styles in African-inspired prints for everyday and occasion wear.
• T-shirts, Sweatshirts & Hoodies Relaxed-fit graphic T-shirts, sweatshirts, and hoodies featuring African-inspired portrait and Africa map artwork in cotton-blend fabrics.
• Ankara Tops Tops category featuring Ankara-style tops in various African-inspired designs for casual and cultural styling.
• Bottoms Trousers and bottom wear pieces designed in African-inspired styles to coordinate with tops and sets.
• Co-ords & Sets Coordinated outfit sets including matching tops and bottoms in complementary African prints.
• Headwraps & Head Scarves Head wraps and head scarves in various African-inspired patterns and colors, designed for cultural expression and styling across everyday and occasion looks.
• Cardigans Knitwear cardigans in African-inspired patterns, some sold with matching scarves, marketed as winter essentials.
• Goddess Bubu Gowns Elegant Bubu gowns featuring satin finishes, dramatic sculptural sleeves, and ceremonial headpieces in rich colors for formal occasions and celebrations.
• Gift Card Digital gift cards ranging from £50 to £1,000, supporting the brand under the #MadeInAfrica campaign and usable across the storefront.
• Earn with Grass-Fields Affiliate Program Referral program allowing individuals and partners to earn commissions by promoting Grass-fields products to their audiences.

Quantifiable outcome

• 8-figure business achieved in 2022, up from 6-figure in 2014
• +2 more outcomes

Segments4 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.

• ShopifycoreTechnology or IntegrationShopify powers the Grass-fields e-commerce platform, enabling the curated shopping experience, payment processing, and store infrastructure. Shopify also provides data analytics and personalized advertising services.
• DPDcoreOthersUK shipping carrier for domestic deliveries with full tracking capabilities.
• EvricoreOthersUK shipping carrier for domestic deliveries with full tracking capabilities.
• FedExcoreOthersInternational shipping carrier for global deliveries.
• African Artisans in Cameroon and NigeriacoreStrategic or Co-development Partner94% of Grass-fields products are made by skilled artisans in Cameroon and Nigeria. These makers (Anita, Emeka, Chioma, Femi, Miriam, Emmanuel) are the core of the production process, receiving living wages and training.

Scale indicators6 records

Recent moves8 records

Expansion highlights6 records

Direct peers

• Maki Oh: Lagos-based luxury fashion brand fusing traditional African craftsmanship with contemporary design. Comparable as a peer African-heritage apparel label competing for cultural authenticity and global diaspora customers at the premium end.
• D'IYANU: US-based African-inspired fashion DTC brand offering ready-to-wear and custom apparel for the African diaspora. Highly comparable as a direct peer — same cultural positioning, diaspora target customer, and Shopify-driven DTC model.
• Lisa Folawiyo: Nigerian designer-led luxury fashion brand known for Ankara embellishment and African heritage aesthetic. Comparable as a peer African-heritage fashion label targeting cultural expression at higher price points.
• PrettyLittleThing: UK-founded DTC fast-fashion brand with heavy social media marketing, influencer/affiliate programs, and frequent limited drops. Highly comparable to Grass-fields' DTC-plus-affiliate model and its social-led customer acquisition engine.

Broad incumbents

• ASOS: Large UK-headquartered online fashion retailer serving a similar young, trend-driven global customer base. Comparable because both target style-conscious consumers with broad apparel assortments, frequent drops, and international shipping — though ASOS operates at vastly greater scale and category breadth.
• Zalando: Europe's largest online fashion platform, selling across multiple brands and price tiers to a pan-European customer. Comparable as a distribution competitor and indirect channel partner for African-inspired brands looking to scale across the same European markets Grass-fields targets.
• Boohoo: UK-based fast-fashion DTC retailer with similar drop-style newness and price-point strategy. Comparable as a direct online-only fashion competitor serving young customers seeking trend-led apparel, though Boohoo has far broader category coverage and scale.
• SHEIN: Global ultra-fast-fashion DTC platform with massive catalogue, frequent drops, and aggressive pricing. Comparable because it competes for the same online fashion customer with rapid trend cycles and discount-led merchandising that Grass-fields increasingly uses.

Emerging players

• Hanifa: African-diaspora-founded fashion label (creator Anifa Mvuemba) known for inclusive sizing and culturally rooted design. Comparable as a diaspora-led fashion brand using digital-first storytelling and inclusive sizing — adjacent strategic positioning to Grass-fields.
• Edikted: US-based fast-fashion DTC brand targeting Gen Z with trend-led drops at affordable prices. Comparable as a similarly young, social-media-driven DTC fashion operator competing for overlapping customer segments and marketing channels.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xtiktok.com/@grass_fields
• Facebookfacebook.com/profile.php?id=61566701432330
• Instagraminstagram.com/grass_fields

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

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 GRASSFIELDS TRADE LTD