Glasgow streetwear indie Fat Buddha has set up a premium lifestyle website to bring in higher-end consumers and brands.
Called iConsume, the website offers premium menswear as well as footwear, magazines and books, and art supplies.
Fat Buddha founder Leslie Docherty conceived the idea for iConsume after finding that some streetwear brands were reluctant to sit among the mainstream offer on the Fat Buddha website. “We decided to edit the offer to create a one stop shop of ‘cooler’ brands,” he said.
Docherty is in talks with brands including G-Shock, Porter and Stüssy about being stocked on the site, at www.iconsume.co.uk. All the brands currently on the site, including Obey and Carhartt, were already stocked by Fat Buddha. Nike has increased its maximum orders with the indie as a result of the launch.
The site’s conversion rate is 2%, with average spend at £75 per consumer, which is more than triple the £22 on the Fat Buddha website.
Docherty said iConsume’s magazine section will help it to attract higher-end consumers.