Indies including The Dressing Room, Pamela Shiffer and Psyche have signed up to ecommerce portal Miinto.com, which launched in the UK last week.
Miinto, which already operates in Denmark, Sweden and Norway, offers an online sales outlet for independent fashion retailers to expand their business online and the Miinto.co.uk site has taken on 33 UK boutiques stocking more than 350 brands across menswear, womenswear, kidswear and footwear.
The concept is similar to ecommerce portal Farfetch.com, which launched in the UK in 2008, although according to Miinto’s UK managing director Richard Packman, the site targets a wider range of boutiques and brands.
“Farfetch targets the top 2% to 3% of boutiques in this country but there are around 17,000 independent boutiques in the UK; we like to see ourselves as the Asos for the independent sector,” he said.
Deryane Tadd, owner of St Albans womenswear indie The Dressing Room, said: “Ecommerce will be where we drive our business. Miinto helps The Dressing Room to reach a wider audience.”
Maria Telford, owner of contemporary womenswear indie Eternal Envy in Stockport, added: “As an indie this will give us maximum web exposure.”
Miinto now has a presence in seven countries and expects to exceed €50m (£41.2m) in turnover this year.