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THE UK’S FIRST

FASHION RENTAL
MARKETPLACE
With a sustainable
heart

MY WARDROBE HQ is a social
community for affordably renting,
buying, and selling designer fashion
items from individuals and brands.

The Crisis

Throwaway garments contribute more to climate change than air
and sea travel combined. In the past 15 years, global clothing
production has more than doubled to meet demand and every day
more media stories report on the harmful effect fashion is having on
our planet. With the clothing and footwear industries accounting for
a combined estimate of 8% of the world’s greenhouse gas emmis-
sions, retailers, designers, and manufacturers are under increasing
pressure to use more sustainable business practices.
The balance of power in fashion has shifted, once and for all, away
from sellers and toward well informed, mobile, socially-connected
consumers. Price Waterhouse Coopers predicts the sharing econo-
my will be worth £140 billion by 2025 and consumers are exerting
their power to make conscious choices towards higher standards
and reusable clothing.
Sustainable fashion is the zeitgeist and MY WARDROBE HQ
offers a solution for the retailer and the consumer; brands can
earn additional revenues through rental income, while
consumers can monetise unworm items in their own
wardrobes. Apiring buyers whom cannot afford designer
items full price, can both rent and buy items listed.
With retail pundits predicting that rising costs associated with
Brexit will increase retail prices by 10% and brands moving
away from mass high street to produce less at a higher price
per item, the environment is prime for a new business model
to emerge that is technology driven.
Value Proposition

MY WARDROBE HQ’s value proposition is to offer a highly

technologically driven solution to help consumers effortlessly, more
frequently and affordably have access to desirable brands within a
trusted and secure luxury environment in a more socially conscious
and sustainable way.

By partnering with individuals, retailers, boutiques and brands who

will be selling and renting seasonal collections, MY WARDROBE
HQ is able to acquire, rent and sell the best inventory by creating
a personalised luxury shopping experience wherever the custom-
er may be (at their home, on their phone, online or in-store). Our
technology enables us to make this happen through personalised
recommendations, consistent pricing, seamless transacting
experience, smooth operations, reliable delivery service and
convenient returns process.

The only way to ultimately change consumer behaviour is through

income growth on both sides of the equation. Our platform
generates funds for both luxury brands and their buyers.

The Market

The value of unused clothing in wardrobes has been estimated at around £30 billion with an estimated £140 million of clothing going
to landfill annually in the UK alone. Meanwhile beautifully crafted, ethically produced items are often cleared for a tiny % of their value.
MY WARDROBE HQ wants to turn this upside down by showing consumers that if they buy less, buy better and rent it out, they get a
better return on their investment.

MY WARDROBE HQ is creating a sense of social cohesion, a community of sharers who view rental as a mark of distinction and a
smart choice from an economical and social perspective.

Total Addressable Market Servicable Share of Market

(TAM) Available Market (SOM)
(SAM)
• Annual Current UK Expenditure on • 9.7m UK women in ABC1 • 3.9m - Estimated Portion of
Womenswear and accessories £30.6bn demographic SAM willing to rent clothes &
accessories

• 18m female consumers aged 16-64 • Annual UK Expenditure on • £1.2bn to £2.4bn - Estimated
‘Premium Lifestyle’ clothing £value of SOM
£3.5bn
Product & Technology
MY WARDROBE HQ has created a bespoke flexible
technology solution which caters for our unique P2P/B2C
business model. Our technology ensures we are nimble and
responsive to the needs of retailers, brands and
consumers in a rapidly changing retail landscape.
Supported by an in-house tech team, MY WARDROBE HQ
has built a fully operational sophisticated website and App
with integrated secure payment systems as well as FCA
authorised and regulated KYC protocols. Custom ERP soft-
ware has been designed to automate account, inventory and
order management and improve efficiencies in customer
services and operations.
In order to offer seamless and reliable service to customers
and build credibility with designer brands, MY WARDROBE
HQ has built a streamlined merchandising process,
electronic tracking, warehousing and fulfilment where all
items are barcoded for instant identification of ownership,
location and status. From the sourcing of inventory to
packaging and delivery, garment cleaning and preservation,
our logistics are eco-friendly and sustainable.
Our partnership with Vault Couture, London’s most sought-
after storage location, offers our customers museum quality,
secure and climate controlled storage for delicate and valu-
able of items. In addition, we have deals in place with major
turnkey fulfilment operators, shippers, insurers, couriers and
eco-cleaners.
MY WARDROBE HQ will be uniquely positioned to provide
in-depth market analysis to buying teams across the market
to inform their decisioning on future orders. In an informa-
tion age, our proprietary data will generate true, long-term
enterprise value.
£2.5m
£70k
SEED A
Complete
The Business
MY WARDROBE HQ’s business model is predicated in its early
years on a pure commission play from rental and sales activity on
the platform. Merchandise is sourced on a consignment basis from
brands, retail partnerships and private individuals. Our intention is
to source inventory predominately from brands and retailers,
gradually moving to a more evenly balanced share across all
sources as the P2P market matures and individuals become more
accustomed to managing and fulfilling their own inventory.
As the business becomes more established, we envisage that a
growing share of the revenue will be derived from sales channel
partnerships and subscribers paying recurrent fixed monthly fees
for access to multiple items to rent each month, creating a long-term
sustainable business model and stable cash-flows.
MY WARDROBE HQ’s team of 15+ employees and advisors
include 40+ years of deep sector fashion retail expertise and sea-
soned professionals in technology, off-line and digital marketing,
legal, finance, logistics, merchandising and branding.
Indicative Fundraising Round
Our funding journey to date has seen us raise circa £800k which
has been deployed on platform development, brand building, initial
wave of hires, and creating adequate operational runway whilst we
demonstrate proof of concept, pending our planned £2m SEED C
raise at the beginning of 2020. This will be used to finance further
platform development and integration capabilities with 3rd parties,
logistics and operations as well as support our digital and off-line
marketing initiatives.
We’ve proven brand traction, created strong brand awareness and
processed in excess of 350 orders during our beta test phase to test
customer user journies and build competency in inventory sourcing,
account management, order processing and fulfilment.
Working capital to
support customer traction,
operations and key hires
£6.5m
£3.2m
£2m
£703k
SEED B SEED C
Complete Now
Becoming a Brand Key Upcoming Milestones
Key national press coverage is building our trust and credibility We are on the verge of something special that will substantially
with strategic brands and partners. increase MY WARDROBE HQ’s value.

Headline press in the Financial Times, The Times,
The Guardian, The Evening Standard, The Daily Mail, Sky News
and main fashion glossies has increased our social media reach
and database to circa 350,000K with over 3,000 customers
having signed up for managed user group testing.
Very positive feedback from beta test group e.g. Sunday Times
columnist Laura Atkinson commenting “the best by far is MY
WARDROBE HQ”
• Ex. CEO of Whistles and brand director of TopShop, Jane
Shepherdson, has signed on as our Chair and Brand
Ambassador. Already Member of the Order of the British
Empire (MBE), she was appointed Commander of the Order
of the British Empire (CBE) in the 2015 New Year Honours for
services to UK retail business. Jane Shepherdosn is hosting
our table at the British Fashion Awards and the outreach of
attendees is in excess of 16 million followers!
• We have a lot of exciting projects underway, namely dressing
75 celebrities and influencers for the British Fashion Awards
including Poppy Delevingne, James and Sofia Blunt and
Millie Mackintosh.

• The team’s industry connections have secured 60 brand

partners to date whom are listing past and present collections
on MY WARDROBE HQ. They include Coach, Temperley,
Vivienne Westwood, Mother of Pearl, Mulberry, Preen and
Paper London

• MY WARDROBE HQ has partnered with Worn for Novem-

ber/December 2019 with a pop-up in the popular Bromtpon
Cross. In February MY WARDROBE HQ is collaborating
with Liberty of London for and exclusive pop-up - the first
department store to partner with a UK rental business.
Our Journey

60 Designer
Brands Directly LAUNCH
Signed &
Counting
Wear the
Walk Beta Testing British Fashion
Acquisition Commences Awards event
Serpentine
Gallery Event Brompton
Cross Pop-up
SEED A SEED B
Closed Closed

Lift Off
Creating Brand Awareness Focus group Beta testing orders Launch

Nov June 2019 June July Sep Oct Nov Dec

August 2018 We are here

The content of this promotion has not been approved by an authorised person within the meaning of the Financial Services and to a significant
risk of losing all of the property or other assets invested.