Hosiery brand Hedoine gets loan to fund expansion

By

Sandra Halliday

Published
Aug 26, 2020

A London-based hosiery brand has clinched a £0.5 million loan that will help it to grow further. Hedoine has accessed the money from the Greater London Investment Fund (GLIF).

The two-year-old brand, founded by Alexandra Tymann and Anna Rauch, aims to create hosiery that mixes high quality with sustainability and also offers products that are longer-lasting than traditional hosiery.

The brand’s name comes from the founders’ description of themselves as “hedonistic heroines”, Bdaily reported.

The duo said they saw a gap in the market for their proposition and have since been able to build a direct-to-consumer business via their website that sells to customers in Europe and North America.

Tymann and Rauch said the loan will allow them to increase the size of their team and expand the brand’s marketing reach globally.

Kala Desai of the group that arranged the funding said GLIF likes to support female founders and found Hedoine to be “an exciting brand”.

Desai added that the new funding should help the company “facilitate rapid sales recovery and further growth acceleration once the market recovers and women return to office work and social activities post-crisis”.