Sara Davies, a Dragons’ Den investor, says online retailer Not On The High Street does not want to compete on lowest prices and “cheap tat” with mass-market imports. In comments reported by multiple outlets, she argues the platform is not aiming to match the pricing and product approach of Chinese e-commerce marketplaces.
Davies specifically references Shein and Temu as examples of businesses that sell low-cost items at scale. The reports present her view that Not On The High Street is shifting away from that type of competition, positioning itself differently rather than trying to undercut large discount platforms.
While the coverage agrees on Davies’s message, the outlets mainly differ in presentation and phrasing rather than in substance. Across the reports, the common theme is that Not On The High Street pursues an alternative market stance and is not trying to replicate the product mix or pricing strategy associated with Chinese “fast fashion” and low-cost general merchandise sellers.
