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Online indie market The Counter grows to attract funding

The Counter, an online portal for independents, is aiming to triple the number of retailers using the site this year in order to secure additional funding.

The website, which has 12 participating retailers including premium womenswear store Mimi Noor in Bath and London menswear brand Nigel Hall, wants to take the business to “the next level” by introducing at least another 20 stores before Christmas.

Founder Matthew Blanchard said the expansion would secure a six-figure sum of additional funding from a private investor to help drive the site’s sales and marketing efforts.

“We are in talks with investors and we know what we need to do for larger-scale investment. The Counter has to become a destination centre for shopping and the only way to do that is to increase the amount of product on the site. That will improve our SEO and that in turn will increase traffic to the site, which is good news for our retailers,” he added.

The site is looking to partner with menswear retailers and stores that work with ecommerce platform Magento in particular. “We want to talk to as many Magento partners as possible as that is our core platform. We’re also offering incentives and reduced rates for any retailers thinking of moving over to Magento,” Blanchard added.

The Counter, which launched in January last year, has positioned itself as an alternative to Farfetch, offering retailers a “bigger window” into their stores and providing logistics support.

The Counter is open to independents with existing ecommerce sites as well as those who are not yet online.

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