In February, we learned that Atterley (formerly Atterley Road) would return after entering administration the month before, to be recast as an online retail platform for independent labels.
Today (October 6), Atterley has gone live with its new site, already representing dozens of independent labels with what the company claims are the lowest commission rates in the business. It delivers to 26 countries, with the site available in 57 languages and 15 currencies.
Atterley says it has taken 300 further enquiries from UK boutiques and over 250 more from outside the UK wanting to be represented on the site. Many will be added in 2017.
The original Atterley had started online in 2011 by Kate Starmer Smith, initially representing hard-to-find premium brands. It later created its own label with Scandinavian-styled clothing. Despite backing from Sir Terry Leahy and Bob Willett, the business was forced into administration at the beginning of the year.
The new Atterley site is the brainchild of Blackcircles.com founder and CEO Mike Welch, OBE, who brings his tyre retail expertise into fashion. Welch had built up Blackcircles into a successful online enterprise before it was acquired by Michelin last year.
By acquiring its brand assets, Welch plans to build up Atterley in the UK before expanding offshore, and notes that the fashion sector has been one of the hardest hit in the country when it came to bricks-and-mortar store closures.
Atterley CMO noted, ‘Boutiques tell us that similar offerings in the market are too expensive and the terms competitors ask them to sign up to are not good for business. We are working closely with our partners to make sure we continue to shape our offer in their best interests. It’s hard enough out there without constraining access to new customers.’
Welch added, ‘We’re putting the boutiques first by supporting them with the lowest commission rates around, cutting-edge technology and a clear mission to champion their cause, democratize the market-place and focus on delivering a world-class customer experience.’
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