Not on the High Street UK: What Happened & Best Alternatives

Small businesses listed: 5,000+ ·
Instagram followers: 790,000 ·
Facebook likes: 1.4 million ·
Acquisition status: Acquired by private equity house

Six key data points define the marketplace today — from its reach to its ownership history.

What happened to Not on the High Street?

Who is the owner of Not on the High Street?

The current owner is Executive Equity Partners (EEP), a Munich-based private equity firm that acquired 100% of the company on 29 January 2026. Co-founder Holly Tucker no longer holds any ownership stake.

Acquisition by private equity house

On 29 January 2026, Munich-based Executive Equity Partners (EEP) acquired 100% of Not on the High Street from Great Hill Partners and Burda Principal Investments (The Industry Fashion). The deal was the second major ownership change since the company’s founding. In February 2021, Great Hill Partners had become the majority shareholder, with Burda and Industry Ventures remaining as minority holders (Great Hill Partners). EEP describes itself as a specialist in “transformative investment situations” — a signal that operational restructuring is likely on the horizon.

Co-founder departure

Holly Tucker, who co-founded Not on the High Street in 2006 with Sophie Cornish, left the company after the 2021 acquisition by Great Hill Partners. She now runs Holly & Co, a separate venture focused on supporting small creative businesses (Holly & Co LinkedIn). Tucker’s departure marked the end of the founding leadership era, though her public advocacy for small businesses remains vocal.

Bottom line: Not on the High Street is no longer founder-led or independent. It has entered a phase of private equity-backed management. For shoppers: expect steady service but possible changes in product range and pricing. For sellers: prepare for potential operational shifts.

Is Not on the High Street UK based?

Yes. The company is headquartered in Richmond, Greater London, and was founded in the UK (The Industry Fashion). It connects shoppers with over 5,000 small British creative businesses, making it a distinctly UK-centric marketplace focused on handmade, personalised, and locally sourced goods. While the new owners are German, the operational base and the vast majority of sellers remain in the UK.

What is the best online shop in the UK?

Top online stores

According to Ecommerce News, the UK’s top online retailers by traffic and transaction volume include Amazon UK, Argos, John Lewis, and Not on the High Street – each dominating in different product categories (Ecommerce News). Not on the High Street ranks among the leading marketplaces for unique gifts and lifestyle items, standing apart from generalist giants through its curated selection. For deals on major e-commerce events, see our guide to Amazon Prime Day 2025.

Not on the High Street as a gift marketplace

Unlike broad-range stores, Not on the High Street specialises in thoughtful gifts, homeware, gardenware, and food & drink (Great Hill Partners). Its editorial curation – every product is hand-picked – makes it a favourite for occasions where a generic purchase won’t do. The platform currently serves approximately 14 million UK customers (The Industry Fashion, medium confidence), a testament to its fit in the gifting ecosystem.

“Not on the High Street acquired by private equity house”

– Retail Week, reporting the 2026 deal (Retail Week)

Bottom line: Not on the High Street isn’t the biggest UK online shop, but it owns a clear niche. For anyone seeking a gift that feels handpicked and supports a small business, it remains the standout curated marketplace in the UK. Budget-conscious buyers, however, will find cheaper options elsewhere (see next section).

What are the best online gift shops in the UK?

Cheaper versions of Not on the High Street

Related searches and customer discussions often point to Beyond the High Street and Etsy UK as more affordable alternatives (Beyond the High Street). While Beyond the High Street offers a similar curated aesthetic with lower price points, Etsy gives buyers direct access to individual makers, often at craft-level pricing. Neither matches Not on the High Street’s editorial polish, but both widen the budget-friendly gifting landscape. For discount codes on popular UK brands, check our H&M Discount Code UK guide.

Five data points, one pattern: Not on the High Street commands premium pricing for its curation, while alternatives trade selection breadth for cost savings.

Specialty gift shops for him

For male-focused gifting, stores like Firebox and Men’s Gift Shop (both UK-born) offer novelty and style alternatives. Not on the High Street also has dedicated sections for “gifts for him”, but its strength lies more in homeware and general lifestyle than niche men’s categories.

What do customer reviews say about Not on the High Street?

Trustpilot reviews

Not on the High Street holds a 4.3 out of 5 rating on Trustpilot based on over 10,000 reviews (Trustpilot). Customers frequently praise product quality and unique designs, while some note delivery delays and higher prices. The rating is strong for an online marketplace, though it lags behind Etsy’s 4.5 average.

Social media presence

The brand’s Instagram account (@notonthehighstreet) has 790,000 followers and its Facebook page has 1.4 million likes (Instagram, Facebook). High engagement in the lifestyle and gifting community, but – like many e-commerce brands – conversion from follow to purchase is a more complex metric.

Timeline

• 2006 – Not on the High Street founded by Holly Tucker and Sophie Cornish in Richmond, London (The Industry Fashion)
• 9 February 2021 – Great Hill Partners acquires majority stake; Burda and Industry Ventures remain minority holders (Great Hill Partners)
• 29 January 2026 – Executive Equity Partners (EEP) acquires 100% of the company; Pascal Schuster appointed CEO, Christian Sommer CFO (The Industry Fashion)

The implication: with each new owner, the balance between curation and commercial pressure shifts, and the next phase under EEP will test how far the brand can pivot without losing its independent-maker appeal.

Quotes

“EEP specializes in transformative investment situations and will implement strategic reprioritisation at NOTHS.”

– The Industry Fashion, reporting on the 2026 acquisition (The Industry Fashion)

“Notonthehighstreet is the UK’s leading curated marketplace connecting small creative businesses with consumers.”

– UK Tech Exits, describing the platform in 2021 (UK Tech Exits)

Not on the High Street’s journey from a founders’ passion project to a private equity asset mirrors a broader trend in UK e-commerce: curated marketplaces are increasingly attractive to investors seeking operational turnarounds. For the 14 million customers and 6,000 sellers, the coming year will reveal whether EEP’s strategy sharpens the brand’s distinctiveness or dilutes the very curation that made it special.

Frequently asked questions