The majority of brands, retailers and designers who applied to set up shop on Asos’s Marketplace website were turned down, according to the etailer.
Only 5% of those who applied to join the site, which launched this week, were accepted, according to the young fashion etailer’s ecommerce director James Hart.
The site, which enables indies, brands and designers as well as individuals to sell clothing and accessories via online shop-in-shops, launched with just 21 active ‘boutiques’ - which comprise multi-brand businesses, indies and emerging designers as well as vintage stores.
Hart said Marketplace “wasn’t a numbers game” for Asos.
He added that the etailer had received “hundreds” of submissions to join the site since it introduced the concept to the market in August.
He said applicants were rejected for a number of factors including the inability to successfully fulfil orders.
Hart added: “Sellers need to be able to run a credible store. It needs to have a range rather than just four items and it needs to deliver customer service. This means responding to customers quickly and supplying packaging with goods.”
Asos also unveiled its Fashion Finder site, which will flag up the latest trends to consumers. It will launch on the main Asos site before the end of the year.