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The Counter looks to capitalise on Miinto's closure

Indie ecommerce portal The Counter is hoping to capitalise on the closure of Miinto.

The Counter, which started targeting premium retailers in January and is positioning itself as an alternative to Far Fetch, has seen interest peak since its Scandinavian rival sudden closure earlier at the end of last month.

Indies including premium womenswear boutique Stanwells in Hampshire have already signed up.

Marketing director Tom Clarkson said he was “actively talking” to a number of new potential partners.

“Not all of the indies that used Miinto would suit what we are trying to do but there are certainly some retailers we would be keen to work with,” he told Drapers.

The portal plans to launch with 10 boutiques but is in active discussions with a further 15 to 20 boutiques, which it will roll out on the site over the next few months.

The actual date of launch is yet to be confirmed. The Counter had been planning to launch last month but has delayed to spend more time developing the look of the site and product photography.

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