Nukuhiva
Nukuhiva is a single-store fair-trade and sustainable fashion retailer in Utrecht, Netherlands, founded in 2006 by Dutch TV personality Floortje Dessing. It curates clothing and accessories from 30+ ethical brands for conscious consumers through its boutique and a contactless shopping service.
- Company typePrivate
- Founded2006
- HeadquartersAmsterdam, Netherlands
- Headcount11–50
- GTM typeB2C
- OfferingServices
What Nukuhiva does
Nukuhiva is a fair-trade clothing and accessories retailer founded in 2006 in Utrecht, Netherlands, by Dutch television presenter Floortje Dessing, using proceeds from her published book. The company operates a single physical boutique at Zadelstraat 36 in central Utrecht and curates men's and women's fashion plus accessories from more than 30 sustainable and ethically produced brands, including long-running partner INTI Knitwear (since 2012) and Kuyichi on denim recycling. It serves individual consumers in the Dutch market who prioritize fair-trade, ethical and sustainable sourcing, and monetizes through direct in-store retail, a personal shopping service, and a contactless "Fair Fashionbar" service introduced in 2021 in response to COVID-era disruption. The business runs entirely without proprietary technology or e-commerce, relying on its founder's brand equity, its curated multi-brand assortment, and its single high-street location as its principal value drivers. The headcount range of 11-50 employees and a price band of roughly €29.90 to €269 per item indicate a small-boutique operating model with no disclosed wholesale or licensing revenue.
Nukuhiva firmographics
Firmographics- Name
- Nukuhiva
- Legal name
- Nukuhiva
- Website
- https://nukuhiva.nl
- Company type
- Private
- Founded year
- 2006
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Nukuhiva is a single-store fair-trade and sustainable fashion retailer in Utrecht, Netherlands, founded in 2006 by Dutch TV personality Floortje Dessing. It curates clothing and accessories from 30+ ethical brands for conscious consumers through its boutique and a contactless shopping service.
- Ownership category
- akta.pro rank
Nukuhiva industry classification
Industry- Product category
- Sustainable Fashion Retail
- NAICS
- Clothing and Clothing Accessories Retailers (4581), Clothing, Clothing Accessories, Shoe, and Jewelry Retailers (458)
- SIC
- Retail-Family Clothing Stores (5651), Retail-Apparel & Accessory Stores (5600)
- akta.pro primary industry
- Sustainable / Ethical Apparel & Accessories Wholesale (CRAOADAJ)
Keywords
Where Nukuhiva is headquartered
LocationHeadquarters
- HQ city
- Amsterdam
- HQ country
- Netherlands
- HQ region
- Europe
Offices1 record
Markets served
Nukuhiva business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Supply Chain, Operations, Marketing or Sales, Others
Revenue model
- Retail Clothing Sales: Revenue generated through direct sales of fairtrade and sustainable clothing and accessories from their physical retail store in Utrecht. Products include clothing, shoes, bags, candles, books, and care products from various sustainable brands.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Individual retail pricing for clothing and accessories |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels5 records
Nukuhiva product offering
Product offeringCore offering
Nukuhiva operates a single physical fair-trade fashion retail store in Utrecht, Netherlands, selling a curated selection of approximately 30+ sustainable and ethical clothing and accessory brands for women and men, including jeans, dresses, shirts, jackets, shoes, bags, jewelry, candles, books and care products. In addition to in-store shopping, it offers the Fair Fashionbar remote ordering service with local bike courier delivery, but no e-commerce platform is provided.
Product overview
Nukuhiva is a fair fashion and sustainable products concept store founded by TV presenter Floortje Dessing, located at Zadelstraat 36 in Utrecht. The store operates as a curated marketplace offering clothing and accessories from multiple sustainable fashion brands, including its own private label Nuku-Jeans. The product portfolio centers on fair trade, organic, recycled and vegan fashion essentials for men and women, complemented by accessories such as bags, candles, books and chocolate. The store also offers a remote shopping service called Fair Fashionbar for customers to order via email or Instagram with bicycle courier delivery.
Differentiator
Problem solved
Functional benefit
Companies that use Nukuhiva
Customer profileNamed customers1 record
Segments3 records
Ideal customer profiles1 record
Nukuhiva technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Nukuhiva partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered minor and core.
- Elize BeenminorDutch model and influencer who has done multiple collaborative photoshoots with Nukuhiva. She wore their sustainable fashion items for promotional content, helping to showcase the brand's style and sustainability credentials to her audience.
- KuyichicoreStrategic partnership with Dutch denim brand Kuyichi. Nukuhiva is an authorized retailer and promotes Kuyichi products extensively. Kuyichi supplies their full range of organic denim and sustainable clothing. Collaboration includes denim recycling initiatives where customers can bring in worn Kuyichi jeans for recycling into new products.
- INTI KnitwearcoreNukuhiva has been selling INTI Knitwear products since 2012. INTI is a Dutch brand founded by Anna Cales and Leon van den Broek that produces hand-knitted clothing in Ecuador using alpaca wool from Peru. Nukuhiva selects items during annual buying trips and items are specially knitted for them, helping prevent overproduction.
- Floortje DessingcoreFloortje Dessing is the founder and concept creator of Nukuhiva. She is a well-known Dutch television presenter (BNNVARA). Her book '100 Wereldplekken die je gezien moet hebben' funded the initial establishment of the store. Her celebrity status significantly contributes to brand awareness.
- Fietskoerier UtrechtminorLocal bike courier service for sustainable delivery of Nukuhiva orders within Utrecht. Provides eco-friendly delivery option for customers who order remotely, supporting the store's sustainability values.
Scale indicators2 records
Recent moves6 records
Expansion highlights4 records
Nukuhiva competitors and assessment
Company assessmentDirect peers
- ARMEDANGELS: German sustainable fashion label with its own retail stores and DTC channels, offering organic and fair-trade apparel for men and women. Comparable to Nukuhiva both as a brand it carries and as a peer operating sustainable-fashion retail directly to consumers in Europe.
- Ecoalf: Spanish sustainable fashion brand operating its own flagship retail stores, focused on recycled materials and circular design. Comparable to Nukuhiva in its sustainable-fashion positioning and physical retail model targeting conscious European consumers.
- Nudie Jeans: Swedish sustainable denim brand with its own retail stores and a strong repair-and-resale circular program. Comparable to Nukuhiva in its fair-trade, organic positioning and physical retail presence serving European sustainable-fashion consumers.
- Wolf & Badger: London-based multi-brand concept retailer curating independent and sustainable fashion, jewelry, and lifestyle brands. Closely comparable to Nukuhiva as a curated sustainable-fashion marketplace with physical stores plus online channels, targeting similar conscious-consumer demographics in Europe.
- Project Cece: Dutch online sustainable fashion marketplace aggregating vetted ethical brands. Comparable to Nukuhiva as a Netherlands-based sustainable fashion curator serving conscious consumers, though Project Cece operates online-first and at greater assortment scale.
- Kuyichi: Dutch sustainable denim brand and key Nukuhiva brand partner, selling organic denim and operating its own direct channels. Comparable as a Netherlands-based sustainable apparel brand competing in the same conscious-consumer market, and strategically important as both supplier and adjacent competitor.
- Honestby: Belgian sustainable fashion brand and retailer offering transparent, traceable clothing. Comparable to Nukuhiva in its emphasis on supply-chain transparency and ethical production, with a similar curated sustainable-fashion positioning in the Benelux region.
Broad incumbents
- H&M: Global mass-market fashion retailer operating the 'Conscious' sustainable-collection line across physical and digital channels. Comparable to Nukuhiva as a competing sustainable-fashion destination, but with vastly greater scale, pricing power, and broader geographic reach that pressure niche specialty retailers.
- Patagonia: Established US-based sustainable outdoor brand with extensive retail and DTC operations globally. Comparable to Nukuhiva as a benchmark sustainable-fashion retail operator, but with vastly broader scale, assortment, and supply-chain influence.
- Zalando: Europe's largest online fashion retailer with an explicit sustainability platform (Zalando Sustainable) curating responsible brands. Comparable to Nukuhiva as a major sustainable-fashion distribution channel but with much broader scale, lower-cost consumer reach, and aggressive price competition.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights8 records
Customer concentration
Nukuhiva social profiles
Digital presenceNukuhiva financial estimates
Financial estimateRevenue estimate
Valuation estimate
Nukuhiva leadership team
Management profileNumber of profiles
Profiles1 record
Nukuhiva funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Nukuhiva 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 Nukuhiva
What does Nukuhiva do?
Nukuhiva operates a single physical fair-trade fashion retail store in Utrecht, Netherlands, selling a curated selection of approximately 30+ sustainable and ethical clothing and accessory brands for women and men, including jeans, dresses, shirts, jackets, shoes, bags, jewelry, candles, books and care products. In addition to in-store shopping, it offers the Fair Fashionbar remote ordering service with local bike courier delivery, but no e-commerce platform is provided.
Is Nukuhiva a public or private company?
Nukuhiva is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Nukuhiva founded?
Nukuhiva was founded in 2006. It employs 11 to 50 people.
Where is Nukuhiva based?
Nukuhiva is headquartered in Amsterdam, Netherlands, in the Europe region.
How does Nukuhiva make money?
One revenue line is on record: retail Clothing Sales.
Who are Nukuhiva's main competitors?
Direct peers on record are ARMEDANGELS, Ecoalf, Nudie Jeans, Wolf & Badger, Project Cece, Kuyichi and Honestby. Broad incumbents are H&M, Patagonia and Zalando.
Does Nukuhiva have an API?
No public API is recorded for Nukuhiva.
What industry is Nukuhiva in?
Nukuhiva's product category is Sustainable Fashion Retail. Its primary akta.pro industry code is CRAOADAJ, Sustainable / Ethical Apparel & Accessories Wholesale. Its NAICS code is 4581 and its SIC code is 5651.