Atterley, the womenswear etailer led by a raft of ex-Asos.com staff, has relaunched with a new name and website as it prepares to push its own label range.
The business, previously known as Atterley Road, intends for own label to make up as much as 90% of its offer by August this year, up from around 30% to 40%. Brands stocked include Vero Moda, Seafolly and French Connection.
The own label expansion is being led by former Asos business development director Sally-Anne Newson, who joined as chief executive in April, and former Asos head of buying Becky Leeson, who took on the role of creative director the same month.
“In the past we have struggled to find the right pieces in terms of style, quality and price; to do that we know we need to have control over it ourselves,” said Newson.
“There’s also an element of wanting to build a sense of loyalty, which can be hard when you don’t have your own brand. I fall in love with a brand but if I can get it from anywhere, it doesn’t make me want to visit one site.”
Atterley will continue to bolster its offer with third-party brands, particularly in categories in which it does not have an existing supply chain, such as knitwear and swimwear. There are no immediate plans to wholesale.
Its new-look website, which went live on June 9, provides shoppable editorial content and features a fully responsive design to build on the 60% of sales that come from mobile and tablet devices.
Atterley Road was founded in 2011 by former Jigsaw jerseywear designer and buyer Katie Starmer-Smith, who is now buying director, and her business partner, Edward David, who is now managing director.