A fashion group built for live commerce.
Four brands, one operation. Online, on TikTok, on Whatnot and on the high street — run from Essex.
- HL London
- Threads By Megs
- Luca London
- Lakeside
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On Whatnot
We are scaling, fast.
42.7%
of everything we have ever sold on Whatnot, sold in the last thirty days.
Live selling
What a good show looks like.
£11,211
Two shows, one day
19 April · Meg + Abs
Orders per hour, UK time. Gold = on air. Meg 10:46–13:08, Abs 14:56–17:58. Off air it is one to four an hour.
£7,803
Three shows, then quiet
15 May · 08:32–16:09
Three shows back to back, Meg closing. She goes off at 16:09 and the shop drops from 55 orders an hour to two.
£12,307
Busiest day of the year
3 October · 688 orders
Rebuilt from order timestamps. Thirteen straight hours of trade. On-air windows are not recorded this far back, so none is marked.
Peaks, not averages — the median show in our 358 fully-recorded sessions takes £828. Session records begin 22 Mar 2026; the six months before were bounded from Shopify order data, and no earlier day held a bigger show.
On TikTok Shop
We already run live commerce at volume.
Threads By Megs goes live four to six hours a day, every day, with a team of presenters. Meg is the face of it.
£1.94m
GMV · 12 months
81,721
Orders · 12 months
193.9k
TikTok followers
£23.69
Average order
Best-selling style · 12 months
TBM Textured Side Tie Top & Wide Leg Trouser Co-Ord
Fits sizes 6–16 · Spring/Summer · sold live
The brands
Four doors to the same wardrobe.
HL LondonEssex — Online
Trend-led womenswear in sizes 6–18, and the name the group started with. Luxury fur is the autumn and winter hero.
hllondon.co.uk →Threads By MegsTikTok-native
Built for the feed and the livestream. Daily lives, a presenter team, and the fastest-moving stock we carry.
Luca LondonLuxury outerwear
A separate store, with its own customer. Aspirational fur and statement coats.
lucalondon.com →LakesidePhysical store
Our shop floor in Essex. Where the range gets tried on, and where we learn what actually sells.
In person — no separate storefront
Where next
Ready to go a lot further.
We have the stock, the presenters and the hours. What we would like is a closer partnership with the people who can help us scale it.
HL London · Essex · Autumn 2026