Wolf & Badger merges with Boticca to “bring independent design to the world”

Deal between retail marketplaces will give consumers access to more than 600 independent global fashion brands

London-based retail concept brand Wolf & Badger has announced a merger with global online marketplace Boticca.com, to create a multi-channel platform for independent designers and brands.

Founded in 2009 by Young Guns George and Henry Graham, Wolf & Badger provides fully serviced retail space to new, carefully chosen designers for over a month.

It supports “the most exciting” independent fashion and design brands through its stores in Mayfair and Notting Hill, and online through its sales, marketing, customer service and distribution platform.

Boticca.com was launched in 2010 as a content-led curated marketplace, allowing consumers to find independent fashion and accessories from around the world.

The merger will see Boticca become part of the Wolf & Badger brand, creating a worldwide retailer for the independent luxury fashion market. The move will strengthen Wolf & Badger’s online offering, as well as extend its global reach as it looks to open stores in New York and other fashion capitals.

Together the businesses say they will sell work from more than 600 selected brands to an existing user email database of over 800,000. A number of the Boticca team will join Wolf & Badger as part of the deal.

Wolf & Badger’s George Graham commented: “We have long shared a vision to provide independent brands with the opportunity to gain the global reach and scale previously reserved for only for the largest and best capitalised luxury fashion brands.

‘This merger will enable us to introduce many more customers globally to the unique and wonderful collections that are produced by the world’s most talented designers.”

Kiyan Foroughi, Boticca.com CEO, said of the deal: “As the lines of commerce between the offline and online worlds blur, omni-channel retailing is where the industry is heading to. Combining Boticca’s strength in the online world with Wolf & Badger’s established offline presence is a natural step in this evolution.

“This merger enables us to build the world’s leading omni-channel platform for independent brands and designers to get access to global distribution, bringing an exciting retail destination to customers across the world.”

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