Customer story: Highleytall - clothes that are finally right for tall people

Anyone who is taller than average knows the problem. Pants are just too short, sleeves end halfway down the forearm and taking a size up is rarely the solution. For Ineke, this was not a theoretical issue, but daily reality. Over fifteen years ago she decided that things had to be different. Not bigger, but longer. Thus Highleytall was born.

"Our best sizes are not extreme sizes at all," Ineke explains. "They are often just L or XL - but with extra length. Yet many suppliers still assume that long automatically also means wide. That's a persistent misunderstanding."

What started as a practical idea grew into a specialized webshop for tall men and women. Not an afterthought, not a niche 'there', but a clear focus on fit, comfort and confidence. Customers who succeed once at Highleytall often return. Not just because the clothes fit, but because they feel understood.

"For many of our customers, Highleytall is the first webshop where clothes really fit. That moment of recognition, that's what we do it for."
Ineke Heilig, owner of Highlytall

Focus as a strength

Highleytall is deliberately not a store for everyone. The collection is carefully constructed, with a combination of in-house models and outside brands specifically suited to longer body types. This requires sharp choices in purchasing, sizing and presentation.

"You can't serve everyone, and I don't want to," says Ineke. "Our strength is precisely in focus. We know exactly who we are there for - and also who we are not there for."

That focus is paying off. A significant portion of sales now comes from abroad, with Germany as the most important growth market. Belgium, Austria, the United Kingdom and Scandinavia also contribute.

Customer of the Year 2025

Highlytall has been named Vicus Customer of the Year 2025.

Read the news release at this link.

Entrepreneurship with realism

As with any growing business, things did not always go smoothly. The acquisition of Bigmensfashion turned out to be more complex than previously thought. "It felt like I was jumping on a moving train that was slowing down anyway. Then you have to rebuild. That's exciting, but it's part of entrepreneurship." Meanwhile, Bigmensfashion's website has been completely revamped and, with an expanded assortment, is ready for the future.

Operationally, too, there were moments that made an impression. Like the incident in Germany where more than a hundred return packages went temporarily missing. "That involved a considerable amount of money. It keeps you awake," Ineke says. "But ultimately you look ahead: what can we learn and how do we set it up smarter?"

Returns are part of the reality in the apparel industry anyway. About a third of orders are returned. Highleytall has set up those processes tightly, with clear communication to customers and a strong focus on sustainability.

"It just doesn't feel right to throw away clothes that could still get a second life just fine," says Ineke. "If we can restore something or resell it, we will."

Technology as a silent engine

Behind the scenes, Highleytall runs on a technically complex environment: Magento, international shipping, return portals, warehouse systems and peak load during busy periods like the holidays. That technical foundation must be reliable - especially when everything comes together.

Highleytall has been working with Vicus on this for some time. What began as technical support grew into a partnership that also includes strategic thinking.

"What I like is that Vicus doesn't just look at what's technically possible," Ineke says. "They also think about whether it fits my business. That makes all the difference."

Together, a variety of challenges were addressed: from performance and search functionality to e-mail deliverability, security and international scalability. But at least as important as the solutions, was the way they worked together.

"Even when the going gets tough, the cooperation remains open and constructive. That gives peace of mind and confidence."
Ineke Heilig, owner Highlytall

Look Ahead

Quitting has never been an option. "I still believe in this market tremendously," says Ineke. "There is room, there is demand and there are still so many people we can help."

In the coming years, Highleytall will continue to invest in further improving the webshop, optimizing the user experience and international growth. Not by doing everything at once, but by making conscious choices and building step by step.

Highleytall continues to do what it does best: make and select clothes that are right. For people who too often fall outside the norm.

Perhaps that is the crux of the story. Not rapid growth for growth's sake, but sustainable building something that really fits.