Aidijuma Colors Group of Companies — which owns Malaysia’s popular  ‘Bawal’ hijab range under the Aidijuma brand — together with its modest wear e-commerce platform HijUp, have acquired a majority stake in UK-based modest fashion and e-commerce company Haute Elan, ahead of HijUp’s expansion into the UK market.

The financial details of the transactions were not disclosed.

This funding brings Aidijuma’s total VC investments to date to US$20 million. Aidijuma has earlier invested in Brunei’s event organising company and retailer BIFASH, Singapore’s e-retailer MODESTyle, Malaysian cosmetic and skincare brands Simplysiti and Zawara, as well as Indonesia’s Hijup.com.

Founded in 2013, London-headquartered Haute Elan is a modest fashion e-tailer for women. With over 150 designers and boutiques housed online, you can shop, create your looks to share with others or arrange to click and collect your favourite pieces from your local boutique with a few clicks. You can also join its community as a stylist, an entrepreneur, a designer, journalist or someone with a story to share with the world.

Haute Elan is also the organiser of the London Modest Fashion Week.

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Established in 2012, Aidijuma adopts a business model of online merging offline.With its omni-channel strategy, Aidjuma offers online shopping and owns 12 retail concept stores nationwide.

“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 building strategic business partnerships around the world to expand this business model for modest fashion globally,” said Aidijuma Colors Group CEO and Founder, Datin Norjuma Habib Mohamed.