WAT THE BRAND
WAT THE BRAND is a privately held, female-founded British direct-to-consumer womenswear label launched in 2021 in London, selling elevated essentials and capsule collections exclusively through its Shopify storefront to women seeking timeless, versatile wardrobe pieces.
- Company typePrivate
- Founded2021
- HeadquartersLondon, United Kingdom
- Headcount1–10
- GTM typeB2C
- OfferingServices
What WAT THE BRAND does
WAT THE BRAND is a privately held, female-founded British direct-to-consumer womenswear label launched in 2021 in London by co-founders Sarah Ellis, Philippa Ross, and Nicky Green. The company sells elevated essentials and capsule collections — including trousers, tees, denim, dresses, knitwear, outerwear, activewear, and accessories — positioned as timeless pieces that transition from office to weekend and resist fast-fashion churn. The storefront is built on Shopify and is the sole sales channel; there is no physical retail and no disclosed third-party distribution.
The business model is straightforward one-time purchase DTC: products are priced roughly between £17.50 and £285, with active promotional discounting (Summer Sale up to 60% off), free UK delivery above £200, free US/Ireland delivery above $200/€200, and worldwide shipping. A digital gift card program (£25, £75, up to £250, one-year validity) provides a secondary revenue stream. Marketing is concentrated in organic social (Instagram, TikTok, Pinterest, YouTube), an email newsletter ("Join Our Squad"), and the founders' content platform We Are Twinset. The company reports a 4.5-star Trustpilot rating and operates with no disclosed institutional funding, no disclosed headcount, and no public financial filings.
WAT THE BRAND firmographics
Firmographics- Name
- WAT THE BRAND
- Legal name
- WAT THE BRAND
- Website
- https://watthebrand.com
- Company type
- Private
- Founded year
- 2021
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- WAT THE BRAND is a privately held, female-founded British direct-to-consumer womenswear label launched in 2021 in London, selling elevated essentials and capsule collections exclusively through its Shopify storefront to women seeking timeless, versatile wardrobe pieces.
- Ownership category
- akta.pro rank
WAT THE BRAND industry classification
Industry- Product category
- Women's 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
- Women’s Apparel Retail (CRAAABAB)
- akta.pro secondary industry
- Fashion & Accessories Marketplaces (CRAFABAA)
Keywords
Where WAT THE BRAND is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
WAT THE BRAND business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Supply Chain, Marketing or Sales, Operations, Personnel, Technology or R&D, Infrastructure
Revenue model
- Direct Product Sales: One-time purchase model for clothing and accessories. Customers purchase individual items at set prices ranging from approximately £17.50 to £200. No subscription or recurring revenue model.
- Gift Cards: Digital gift cards sold in denominations of £25, £75, and up to £250. Delivered via email with unique redemption codes valid for one year.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Gift cards available in multiple denominations |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels6 records
WAT THE BRAND product offering
Product offeringCore offering
WAT THE BRAND designs and sells a curated collection of women's elevated wardrobe essentials — including trousers, t-shirts, denim, dresses, outerwear, knitwear, activewear, and accessories — directly to consumers through its own Shopify-powered e-commerce website. The brand focuses on concise, trend-transcending capsule collections built for versatile day-to-night styling.
Product overview
WAT THE BRAND is a British fashion e-commerce brand founded in 2021 by Sarah Ellis, Philippa Ross, and Nicky Green. The company offers a unified fashion and lifestyle platform featuring elevated essentials across women's clothing. The product portfolio centers on core wardrobe staples including Barrel Leg Trousers, The Cropped Boxy Tee, WAT Core T-Shirts, and Relaxed Ribbed Trousers, complemented by denim collections (The Alfie Jean, The Lenny Jean, The Brody Jean, The Blake Barrel Jean), dresses (Tie Waist Mini Dress, Two-Way Ruched Midi Dress), tops, activewear (Active Sculpt Collection), outerwear (Puffer Coats, Trench Coats, Leather Biker Jacket, Raincoats), knitwear, and accessories (belts, earrings, sunglasses). The brand positions itself around coordinated outfit sets (co-ords), loungewear, and resortwear collections. All products are sold directly through their Shopify-powered e-commerce platform with no separate modules or add-ons.
Differentiator
Problem solved
Functional benefit
Products and services
- Women's Trousers
Companies that use WAT THE BRAND
Customer profileSegments1 record
Ideal customer profiles1 record
WAT THE BRAND technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
WAT THE BRAND partnerships and signals
Strategic signalScale indicators1 record
Recent moves5 records
Expansion highlights4 records
WAT THE BRAND competitors and assessment
Company assessmentDirect peers
- Reiss: Established British contemporary fashion label offering womenswear and menswear with elevated everyday pieces. Comparable on UK design identity, women's contemporary positioning, and category overlap (tailored trousers, outerwear, dresses, accessories) at a similar accessible-premium price band.
- Hush: British womenswear brand specializing in casualwear, loungewear, and weekend essentials sold DTC and through concessions. Comparable on UK origin, casual/effortless positioning, loungewear and knitwear overlap, and similar mid-market price architecture.
- ME+EM: British womenswear label selling elevated essentials and capsule pieces direct-to-consumer and through select retail. Same customer (style-conscious women seeking versatile, timeless pieces), same positioning (effortless everyday wardrobe), and similar price architecture — making it the closest functional peer to WAT THE BRAND.
- Rixo: British female-founded womenswear label with a strong DTC and social-led distribution model. Comparable on founder profile, customer (women seeking distinctive, feminine pieces), and category breadth (dresses, separates, occasionwear).
- Damson Madder: London-based sustainable women's DTC brand focused on considered everyday and capsule collections. Comparable on DTC distribution, capsule/everyday positioning, female-founder identity, and overlap of dresses, denim, knitwear, and outerwear categories.
- Boden: British heritage womenswear and family apparel brand with strong DTC and catalogue heritage. Comparable on British design identity, women's everyday/elevated essentials proposition, and broad assortment across dresses, knitwear, outerwear, and accessories.
- Nobody's Child: London-based DTC womenswear brand offering trend-led and capsule collections aimed at young women shoppers. Comparable because both are UK-founded DTC-first women's labels selling dresses, denim, and core separates at similar mid-premium price points.
- ARITZIA: Canadian contemporary womenswear brand combining DTC e-commerce with its own retail stores, focused on elevated everyday essentials. Comparable on women's contemporary 'elevated essentials' positioning, broad category spread (tops, bottoms, dresses, outerwear, activewear), and DTC-led growth model.
Broad incumbents
- COS: H&M Group's minimalist contemporary label for womenswear and menswear, focused on timeless design and quality essentials. Comparable on minimalist, trend-resistant capsule positioning and category overlap (knitwear, trousers, outerwear, accessories), but with global scale and a wider portfolio.
- & Other Stories: H&M Group's premium women's label offering curated ready-to-wear, accessories, and beauty with a distinctly design-led aesthetic. Comparable on women's elevated-everyday positioning and category breadth, but operates at greater scale and as part of a much larger portfolio.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat2 records
Key risks6 records
Key highlights7 records
Customer concentration
WAT THE BRAND social profiles
Digital presenceWAT THE BRAND financial estimates
Financial estimateRevenue estimate
Valuation estimate
WAT THE BRAND leadership team
Management profileNumber of profiles
Profiles3 records
WAT THE BRAND funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
WAT THE BRAND 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 WAT THE BRAND
What does WAT THE BRAND do?
WAT THE BRAND designs and sells a curated collection of women's elevated wardrobe essentials — including trousers, t-shirts, denim, dresses, outerwear, knitwear, activewear, and accessories — directly to consumers through its own Shopify-powered e-commerce website. The brand focuses on concise, trend-transcending capsule collections built for versatile day-to-night styling.
Is WAT THE BRAND a public or private company?
WAT THE BRAND is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was WAT THE BRAND founded?
WAT THE BRAND was founded in 2021. It employs 1 to 10 people.
Where is WAT THE BRAND based?
WAT THE BRAND is headquartered in London, United Kingdom, in the Europe region.
How does WAT THE BRAND make money?
Two revenue lines are on record. Direct Product Sales are the primary driver. The others are gift Cards.
Who are WAT THE BRAND's main competitors?
Direct peers on record are Reiss, Hush, ME+EM, Rixo, Damson Madder, Boden, Nobody's Child and ARITZIA. Broad incumbents are COS and & Other Stories.
Does WAT THE BRAND have an API?
No public API is recorded for WAT THE BRAND.
What industry is WAT THE BRAND in?
WAT THE BRAND's product category is Women's Apparel. Its primary akta.pro industry code is CRAAABAB, Women’s Apparel Retail, with a secondary code of CRAFABAA, Fashion & Accessories Marketplaces. Its NAICS code is 458110 and its SIC code is 5621.