9 under-the-radar online stores you’re about to be obsessed with

Love a good online splurge but feel like you’re always buying from the same sites as everyone else? Well we’re here to give you a shopping refresh with a selection of under-the-radar brands and stores catching the attention of the fashion savvy.


Once a humble startup in a Berlin apartment, Zalando is now making its mark all over Europe. Count them as one of your go-to online fashion destinations for a selection of your favourite high street (Mango, New Look, Miss Selfridge) and high end (Ted Baker, J.Crew, Ben Sherman) brands as well as independent labels (Lavish Alice, Fashion Union, Minimum).

If you only buy one thing…

Make it this yellow striped jumpsuit by Minumum. Perfect for city break adventures, pair with trainers and the season’s must-have accessory: a basket bag.

Minimum Cathleen jumpsuit, £79.99, Zalando

Oh Hey Girl

Set up by friends Jade and Symone, Oh Hey Girl takes its inspiration from Korean street style, offering up adventurous statement pieces that encourage individuality. Key pieces are structured with a focus on detail, and will give any outfit a street style edge.

If you only buy one thing…
Make it this frilled funnel neck blouse. Shakespearian style for the modern day, this blouse will look great under a pair of wide leg dungarees or tucked into a patent skirt.

Frilled funnel neck blouse, £50, Oh Hey Girl

Lavish Alice

Worn by the likes of Jessica Biel, Eva Longoria and Nicole Richie, Lavish Alice has gathered quite an A-List fan base. From occasion wear to smart casuals, each of their pieces centre around structural silhouettes, clean lines and bold details.

If you only buy one thing…

Make it this striped satin wrap shirt. The wrap silhouette is super flattering, and combined with the tailored collar and sleeves can take your from office to out-out (just add a slingback and you’re ready to go).

Asymmetric shirt in stripe print, £55, Lavish Alice


After years spent customising vintage pieces, Morgane Sezalory set up Sezane. A combination of her first and last names, the brand was inspired by French life and quickly become an Instagram sensation with over half a million followers. From floral dresses and lace blouses to great blazers and jackets, every collection is reminiscent of sunny days walking through chocolate-box towns and drinking good wine.

If you only buy one thing…
Make it this floral print silk shirt. A wardrobe staple, the pyjama shirt can be worn for a multitude of occasions. Roll up the sleeves and pair with jeans and loafers for a smart spring look.

Elisa shirt, £90, Sezane

Nobody’s Child

If you’re a fan of a print, Nobody’s Child is your place to go. Their wide array of bold florals, polkadots, stripes and checks on both statement and classic pieces at insanely low prices has attracted a strong, loyal following. Dyeing their fabrics in the UK and owning their own factories too just strengthens our love for this brand.

If you only buy one thing…
Make it this green floral wrap dress. Perfect for an event filled summer, we love the balloon sleeves and romantic print. Pair with black socks boots and a denim jacket.

Green bluebell sleeve detail midi dress, £32, Nobody’s Child

Free People

What started as a standalone boutique in America in the 1970s is now an online bohemian paradise. Run by the husband and wife duo that brought us Urban Outfitters, Free People soon becomes an obsession for those discovering it for the first time. Epitomising California cool, each piece has us longing for the easy breezy life.

If you only buy one thing…
Make it this straw clutch. The bamboo handles are that extra bit of detail we need to make a bag like this a lifelong friend. Pair with a white lace blouse and mom jeans.

Dreamland straw clutch, £40, Free People


One of the lesser known Inditex siblings (also owns Zara, Massimo Dutti and Bershka) Oysho specialises in lingerie, gymwear and beachwear, but are known for their romantic prints and elegantly delicate style. All made with sustainable materials, their collections are high street prices and fill that gap in the market for beautiful basics.

If you only buy one thing…
Make it this fruity pyjama set. Like a Van Gogh painting, this charming pair of pjs will help you start the day with a spring in your step.

Fruit print shirt, £25 [matching fruit print shorts £17.99], Oysho

Finery London

Relatively new to the World Wide Web, Finery has rapidly become a YOU fashion favourite. The cuts are classic and timeless and they are experts at a bold print. Their modern designs are accessibly priced without compromising on quality, and we can’t get enough of it.

If you only buy one thing…
Make it this intricate sun top. With mesmerising detail, a structured fit and a flared hem, it’s a good all-rounder.

Brook navy and ivory embroidered sun top, £99, Finery


The baby of the bunch, Sosandar was launched in 2016 by the former and founding Editor and Publishing Director of LOOK magazine, Ali Hall and Julie Lavington. Made for those of us who have moved on from the younger online and high street brands and are looking for trend-led pieces that are good quality, Sosandar offers key wardrobe pieces that are wearable year-on-year.

If you only buy one thing…
Make it this leopard print fit and flare dress. It’s sold out FIVE times since being spotted on Fearne Cotton, and the Lord of Fashion himself Gok Wan hailed it as the perfect dress.

Leopard print fit & flare ruffle dress, £69, Sosandar

Feature by Stephanie Sofokelous