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Atterley in talks to acquire Graziashop

New fashion ecommerce platform Atterley is in talks to acquire part or all of Graziashop, Drapers understands.

Graziashop

Atterley has been speaking to Graziashop’s parent company The Mondadori Group for a few weeks and is primarily interested in its retail partners, according to one source, which include Matchesfashion.com and Farfetch.

Graziashop is also believed to be of interest because of its international operations, which extend to Italy and Germany. As Drapers reported last week, Atterley is due to launch in early September with 30 British indies and brands on board, but will look to expand overseas in 2017.

The Mondadori Group bought ecommerce business london-boutiques.com in May 2014 and relaunched it as Graziashop the following November. 

It initially operated a drop-shipping model, whereby the customer ordered online at graziashop.com but the site did not hold any stock; instead products were shipped directly from supplier to customer – a similar proposition to that offered by Atterley.

However, Drapers understands Graziashop has since moved to affiliate model. A strapline at the top of its site reads: “Graziashop.com now lets you shop the latest fashion and beauty products directly from our exclusive retail partners.” 

Richard Hatfield left his position as managing director of Graziashop in December 2015, just over a year after its launch, leading to speculation about its future.

Operations director Georgina Poole and content director Ally Pyle, who were also part of the founding team, departed at around the same time.

In January the business said replacements for Hatfield, Poole and Pyle would be announced in due course, but nothing followed. Enquiries about the business are now being directed to Dragana Andjic, head of new media and ecommerce for Grazia International Network, based in Italy.

Another wave of people left Graziashop last month, including marketing director Siobhan McDonagh and business development manager Samantha Lavin. 

One former employee’s LinkedIn profile states: “Currently seeking freelance/consultancy projects, Graziashop team made redundant end July 2016.”

Andjic and The Mondadori Group have not yet responded to requests for a comment.

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