London Based Luxury Modest Fashion Ecommerce Retailer, Haute-Elan has been Acquired

Haute-Elan, the London based luxury modest fashion ecommerce retailer and the organizer of London Modest Fashion Week founded by Romanna Bint-Abubaker has been acquired by Aidijuma Colors group, the parent company of the Aidijuma Scarf Company which owns 12 retail concept stores in Malaysia and has plans to be listed publicly by 2020. The financial details of the deal were not disclosed.

Commenting on the acquisition, Aidijuma Colors Group founder and CEO, Norjuma Habib Mohamed said:

"Modest fashion is a growing trend that offers women options, choices and freedom to express themselves while being fashionable which mass-market retailers and designers are already taking notice of the market's potential so we are investing in the future by taking a stake in it now.

"We look forward to build strategic business partnerships around the world to expand this business model for modest fashion globally."

Prior to this acquisition, Aidijuma Colors group also acquired a controlling stake in Hijup, an Indonesia based modest fashion ecommerce retailer. Hijup was launched in 2011 and it received venture capital investments from 500 Startups, Fenox, Skystar Capital and Emtek, indonesia’s largest media group.

Aidijuma Colors group has also previously invested in Brunei’s event organising company and retailer BIFASH, Singapore based modest fashion ecommerce retailer - MODESTyle and Malaysia based halal cosmetic and skincare brands Simplysiti and Zawara

The company said the acquisition of the majority stake in Haute-Elan takes its total venture capital investment to date to $20 million.


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