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Successfully funded
Lucy Choi London
99%
Raised
£182,760
Investors
273
Target
£183,000
Equity
2.11%
Pre-money valuation
£8,500,000

Lucy Choi created a designer affordable luxury footwear brand with a unique heritage, having learnt her craft from her Uncle Jimmy Choo. Launched in 2012, the brand has been worn by Sharon Stone and Hailey Bieber and is featured consistently at London Fashion Week and in the elite fashion press.

  • Worn by Sharon Stone and Hailey Bieber
  • Unique heritage, taught to create the perfect shoe by Uncle Jimmy Choo
  • Featured in Vogue, The Times, The Telegraph, Grazia and Vanity Fair
  • 40% increase in number of shoes sold from 2018 to 2019
Information The company raised £75,000 investment from 3 existing investors before the campaign went live, which has been reflected on the platform as part of this raise. The company has received these funds and has issued these shares while the campaign is live, some of which may also be spent during the live campaign.

Idea

Lucy Choi London is a designer affordable luxury footwear brand that caters for all ages and every occasion without compromising the 3 Cs: Comfort, Craftsmanship and Character - the brand's defining ethos.

Having been taught how to create the perfect shoe by her Uncle Jimmy Choo, Lucy questioned why designer shoes with the 3 C’s were mostly only available at a high price point?

Noting this gap in the market, in 2012 Lucy Choi London launched with a signature style epitomised by a ‘Rock ‘n’ Royal’ theme inspired by the two Kates: Moss and Middleton.

Since then the brand has grown:

- Worn by A-list celebrities including Sharon Stone & Nicole Scherzinger

- Featured in Vogue, Vanity Fair, The Times, South China Morning Post

- Sold to various UK stockists and wholesaled internationally

- Opened London boutique in 2015

- 5,800 subscribers to our website since 2016 (41% CAGR)

The investment would be used for a new website, refocus on wholesale globally, increase marketing spend including digital and new hires to take the brand to the next level.

The Global Footwear market is expected to yield $371.8bn by 2020, growing at a CAGR of 5.5% over the last 5 years, and is expected to continue. Specifically, the ‘affordable luxury’ segment is growing; we believe we are the only designer shoe brand with a heritage that sits within this market segment.

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Risk warning

Investments of this nature carry risks to your capital, including illiquidity, lack of dividends and dilution. Balance risk with a diversified portfolio. Read more. Approved as a financial promotion by Crowdcube Capital Limited, which is authorised and regulated by the Financial Conduct Authority.

Investment opportunities are not offers to the public and investors must be eligible Crowdcube members. Further restrictions and Crowdcube's limitation of liability are set out in the Investor Terms and Conditions. Please seek independent advice as required as Crowdcube does not give investment or tax advice.

Lucy Choi London has been given advance assurance by HMRC that the proposed share issue is likely to qualify for Enterprise Investment Scheme (EIS) tax relief.

Tax relief is available to individuals only, with income tax relief currently set at 30 per cent of the cost of the shares for the tax year in which the investment was made. The tax reliefs can also reduce your Capital Gains Tax bill. Read More.

Availability of tax relief depends on your individual and the company’s ongoing circumstances and applicable law.