Fledgling British womenswear label Ottillie Pop, which is made in a factory in Newcastle-under-Lyme, Staffordshire, will sell exclusively online direct to consumers to keep its prices affordable.
Next month the company, set up in December last year by print and fabric designer James Walker, is launching a transactional website. Walker said the direct-to-consumer route means his British-made product will be more affordable and viable: “We do all our sourcing, design and development, sampling and production in the same spot. We don’t have mark-ups at each step of the way so we can pass these savings and guaranteed quality on to our customers.”
Walker, who also owns underwear and swimwear brand Kiniki, said ethical transparency is important for the business. “Typically when a brand gets passed on to a retail store the clarity of its origins are lost. I believe this is something consumers are really starting to pay attention to. Ottillie Pop started because I found it really hard to buy quality, affordable fashion that is made in England. Garments are either crazily expensive and unattainable, or super-cheap and low quality, with little transparency as to where they are made.”
The factory was set up 40 years ago to manufacture Kiniki product.
The debut collection of dresses in poly-elastane includes 22 prints available in two styles – bodycon and wrap – retailing respectively at £75 and £85, including free next-day delivery in the UK.
Walker’s factory can produce up to 3,000 garments per week and employs 24 staff.