Not On The High Street pivots to artisan goods after Sara Davies investment

Not On The High Street is shifting its business strategy to focus on British-made artisan gifts and handmade products, moving away from mass-produced goods. This decision follows a meaningful equity investment and appointment of Dragons’ Den star Sara Davies as a non-executive director.

Ms. Davies stated that the marketplace will no longer attempt to compete with Chinese e-commerce giants like Shein and Temu. Instead, the company aims to target consumers seeking quality, personalized, and thoughtful items rather than “cheap tat” or fast-fashion culture.

The Bristol-based company, which features approximately 4,000 sellers and 350,000 products, was acquired earlier this year by the German private equity firm Executive Equity Partners. New CEO Pascal Schuster is leading the company's turnaround efforts.