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
Words by Katie Streten Experiential Strategy Director, VMLY&R COMMERCE Throughout the last year,June 13, 2021 | By Shruthi Nair
UAE-based grocery retail chain, Grandiose has opened its first hypermarket in Abu
UAE-based Carrefour announced its theme and plans for Ramadan 2021. The brand
Locally owned supermarket Spinneys celebrates 60 years of doing business in the
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
Hong Kong-based Giordano International Limited announced that it has entered into an
SHEIN customers in Saudi and the UAE can now benefit from its
Kuwait-based startup TAMANNA has announced the launch of its online shopping site tamanna.com with
The once powerful department stores that anchored malls and streets around the
Who isn’t a sucker for discounts? Customers today are spoiled for choice
The various e-commerce and virtual retail stores that cater to different product
A private helicopter carrying the chairman and managing director of Lulu Group,
With the inauguration of 11 new stores in 2020 and 14 more
Vacheron Constantin has announced the official opening of its first boutique in
‘Skinification of beauty’ is the key trend that every retailer in the
On March 8th 2021, Reebok unveiled its new store opening and launched