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Atterley readies relaunch with 30 indies on board

New ecommerce platform Atterley has lined up about 30 independent fashion retailers and brands for its launch, which is now set to take place in early September.

Atterley.com fashion boutique

The list of “founding partners” includes retailers across the UK, such as Jane Davidson in Edinburgh, Young Ideas in Ashbourne, Derbyshire, Donna Ida in Chelsea and Nola in Brighton. Brands include Ed London and Belinda Robertson.

Entrepreneur Michael Welch, founder of the new business, told Drapers he is also in talks with “lots of international boutiques” but has decided to concentrate on British retailers this year.

A newly signed strategic partnership with DHL for logistics and delivery services will allow it to deliver to 25 countries.

Anne Wright, owner of Young Ideas, said: “Selling on the site will greatly increase our reach to customers outside of our usual geographical sphere. From a business point of view it enables us to offer an online shopping platform without the enormous costs of setting up, maintaining and marketing a transactional website, which is a real challenge to independent retailers like ourselves.

“Our business model is structured around providing an excellent customer experience in our stores, by buying wide and shallow to give the customer a strong selection of key pieces. By collaborating with other boutiques on Atterley, we can take our offer to a wider market without having to alter our buying to reflect the usual online model of stocking fewer styles in greater depth.

“We are confident this will help build our brand awareness across the globe, offering our carefully selected range of high end designer fashion to customers who prefer to shop online.”

Welch bought the intellectual property assets of womenswear etailer Atterley in February, about a month after it fell into administration, and revealed plans to relaunch it as an “inclusive, low-cost international marketplace for boutiques”.

The new platform will use the old Atterley’s database of around 250,000 registered users, more than 10,000 Instagram followers and around 25,000 followers on Facebook.

The platform was set to go live in July, but has been pushed back to allow the partner boutiques time to get their inventory ready.

Atterley has released its first marketing images, featuring some of the brands currently stocked in Jane Davidson, whose owner, Sarah Murray, has been advising on the launch.

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