House of Fraser, Next, Adidas, Reebok and Scotch & Soda are among the retailers and brands signed up to use Anatwine, the sales analytics and trend prediction service set up by former SuperGroup ecommerce director Chris Griffin.
The business, which provides customised software to help online fashion retailers and brands integrate their processes, systems and stock files, was founded in 2013 and officially launched to the market today (June 17).
Last month German etailer Zalando acquired a minority stake in Anatwine for a seven-figure sum.
Griffin told Drapers he is in negotiations or has signed deals with 150 retailers and brands to use the service. A further 95 will follow in the coming months.
The service allows retailers and brands to move away from the traditional wholesale model. It provides real-time data on what the brands are selling directly and allows retailers to stock the most popular items, he explained.
Orders are fulfilled by the brand according to the service level agreement with the retailer. Revenue is split between the two, with the brand taking the majority.
“Multi-brand online retailers buy stock months in advance based on historic data, meaning what they have doesn’t necessarily reflect the brand’s bestselling products as the season unfolds,” said Griffin. “Anatwine creates a way for retailers to choose the brand’s bestselling items using live sales data.”
Griffin will now work with retailers to provide personalised recommendations of stock based on sales data. He will also look at how to apply Anatwine’s services in stores.
Anatwine employs about 50 people. Zalando chief executive David Schneider sits on the board.