Launched in March-April of 2018, UK-based fashion brand Heartknoxx – founded by Helen Hope – addresses the critical issue of mental health.
Hope’s own battle with chronic anxiety disorder led to the creation of Heartknoxx, with the hope to build a sense of community and give a second chance to people. Within a short period of time, the brand has managed to resonate with people in the UK and more recently, the Middle East.
RetailME chose Heartknoxx as the ‘Spotlight’ brand of the month. And during an exclusive interview with us, Hope shared that Heartknoxx managed to sell ten units – of the 340 available in 18 styles – within the first three hours of being launched at Debenhams in Mall of the Emirates last month. “The products weren’t even merchandised properly, without bar codes on them, until about 5pm that day. The brand managed to resonate with the audience,” she recounted.
Currently, Heartknoxx retails through its website in the UK. In the Middle East, it’s in conjunction with Dancing Leopard Middle East and will soon be available at Toodle and RETOLD. “We would like to grow our business by forming meaningful partnerships and hopefully extend the brand reach in the UK market,” said Hope.
At this point, we delved deep into the way the brand operates, and learnt that Heartknoxx lies at one end of the three-pronged business model. At the other end of the triangle is the ‘Mental Health is Trending’ initiative. “We have received incredibly positive response towards the initiative. People started sharing their stories, and the social media page grew in popularity, so much so that I have had celebrities promoting the Heartknoxx range of t-shirts, as a result. More recently, a soap series in the UK used Heartknoxx t-shirts. We have also started a group called ‘Safe Space’ in Dubai. It is a community initiative that takes place within the premises of another home-grown, sustainable fashion brand RETOLD,” Hope shared.
At the other end of the triangle is ‘Property of Heartknoxx’. “The plan is to launch Property of Heartknoxx next year, positioned at the premium end of the triangle model on which the brand is created. The idea is to sell this range through the likes of Harvey Nichols and Selfridges,” Hope revealed.
The article has been published in the March edition of RetailME
According to a report by the United Nations, the fashion industry accountsFebruary 18, 2021 | By Shruthi Nair
The jewellery making industry has been under tremendous scrutiny over the yearsFebruary 11, 2021 | By Shruthi Nair
UAE-based Carrefour will become the first retailer in the region to offer new levels
The Organic Farmers’ Market is back in Bay Avenue for its 12th
UAE-based Lulu Group recently inaugurated its first-ever all-female staff store in Jeddah,
Jones the Grocer, the gourmet grocer and cheese retailer launches the Jones
UAE-based Al Maya Supermarkets is hosting a two-week food festival at select
Locally-owned supermarket Spinneys has launched its ‘Power of Plants’ initiative in the
Carrefour UAE has launched “Cookit Yourself” — a curated recipe box created
UAE-based Al Islami Foods, one of the largest frozen food companies in
Marks & Spencer’s plant-based range now offers over 25 vegan products including meat-free
World’s largest fully integrated online brand in fresh fish and meat e-commerce
Homegrown, organic and plant milk company, Koita has announced its expansion into
On March 8th 2021, Reebok unveiled its new store opening and launched
British brand Marks & Spencer, operated by the Al-Futtaim Group has launched
According to a report by the United Nations, the fashion industry accounts
The issue of climate change and the environmental crisis we are in
Unprecedented – that’s probably one of the most common adjectives for the
Tighter restrictions on hotels, restaurants, shopping malls and entertainment venues on account of
Retail Abu Dhabi, the dedicated retail platform of the Department of Culture
All hotels and restaurants have been directed to temporarily hold entertainment activities
The new Dubai Gold Souk is “very much on track”, according to
H&M has announced its collaboration with American denim brand LEE to push
Research from beauty comparison website, Cosmetify, has just revealed that the UAE
Gone are the days of traditional brick-and-mortar as well as purely e-commerce