Discount etailer Koodos.com has launched an online fashion boutique with national newspaper the Daily Mail.
The new site, www.dmfashion-boutique.co.uk, is integrated into the Daily Mail’s website, reaching more than five million monthly unique users. It stocks more than 2,000 branded menswear, womenswear and accessories pieces, with discounts of up to 70%.
Product will be sourced by Koodos’s expanded European buying team. Chief executive Miriam Lahage said: “We will learn from Daily Mail readers what they are interested in and what sells, then we will leverage our sourcing according to that.”
Daily Mail promotions manager Sacha Newall said: “Our readers are affluent but savvy and love a fashion bargain. They look to us for fashion advice and offers, so launching an online store was an obvious development.”
Koodos sponsored this year’s Vauxhall Fashion Scout at London Fashion Week. The etailer will mentor designers including Felder Felder and Aganovich in a tie-up that could see their designs on sale on the Koodos website.
Koodos was launched in 2006 and sells brands such as Miu Miu, Sara Berman and Prada and is backed by venture capital firm Atlas Venture.