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Subranded co-founder to launch virtual indie mall

Tony Bennett, the co-founder of fashion distributor Subranded, will launch a virtual shopping mall for independent retailers next month.
Bennett said he had already signed 30 independents and more than 250 brands to his new online emporium, called Cloak & Swagger. He declined to reveal names of the retailers, but they are thought to include previous Drapers Awards winners and runners-up.

The site, at, which goes live on October 5, provides an ecommerce solution for smaller fashion businesses that may not be able to finance their own site. Indies and brands will pay a lease to be part of the site.

Goods are sent direct to the customer from the retailer or brand, but deliveries will carry Cloak & Swagger branding.

Bennett said: “We invest a large proportion into marketing and logistics. Our background and areas of expertise, together with basic economies of scale, enable us to get better rates than indies would be able to get individually.”

He plans to add further independents to Cloak & Swagger for January 2008

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