Hnoss closed 36 stores after 17 years — Seedcom's fashion bet couldn't outrun its losses

Hnoss was a Vietnamese women's fashion brand founded in 2008 by Cổ Huệ Anh. By 2015 it operated about five retail stores and generated most of its revenue from wholesale. The brand was known for feminine designs at accessible price points and had built a loyal customer base over nearly a decade of steady, organic growth.

In 2018, Seedcom — the venture-builder behind The Coffee House, Juno and Haravan, founded by Đinh Anh Huân, a co-founder of Vietnam's largest electronics retailer Thế Giới Di Động — invested in Hnoss. The following year Hnoss reported revenue of 122 billion VND (approximately $5 million), a 40% increase from the year before. It set a target of 50 stores. But the expansion came at a cost: net loss reached 21 billion VND, double the previous year's loss. Within Seedcom Fashion Group, Hnoss, Juno and Westyle together operated 68 stores, and Hnoss was the weakest link.

In 2024, Seedcom withdrew its capital from Hnoss. Without the investor's backing, the brand could not sustain its 36-store network. On the evening of March 22, 2025, Cổ Huệ Anh posted a farewell on Facebook: 'Closing a child of the spirit is never easy.' By the morning of March 24, the Hnoss fanpage had stopped operating and its Shopee store was suspended. Products were gradually transferred to Juno, Seedcom's remaining fashion brand.