1. The business mainly operates across multiple countries globally, including the UK, the US, and Europe, with online retail of women's fashion clothing and accessories as its core business. 2. In e-commerce apparel retail, it is positioned as a mid-to-high-end brand, with competitors including ASOS, Boohoo, and Zara. 3. The official website brand terms are "Baukjen" or "Baukjen New".