London’s Wolf & Badger Merges With Boticca

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London-based concept store Wolf & Badger, known for its support and promotion of new and independent designers and brands, has announced a merger with global online marketplace and accessories curator, The deal, which officially took place a few days ago, is set to create a “world-class multi-channel retailer for independent designers and brands in the luxury fashion market.”

“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,” said CEO, Kiyan Foroughi. “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,” commented Wolf & Badger CEO, George Graham. As part of the move, will transition into the Wolf & Badger brand and platform, while Foroughi will stay in place as an advisor to the business. Together the companies estimate that they will sell work from more than 600 selected brands to an existing user email database of over 800,000 customers. A number of the Boticca team will also move to the Wolf & Badger team as part of the deal. There are also hopes that the merger will strengthen Wolf & Badger’s existing presence in the market, with the aim of extending its global reach as the company plans new openings in locations such as New York and beyond.

Founded in 2010, is a “content-led, global curated marketplace” that allows customers to connect with independent fashion and accessories designers globally, while discovering their stories and shopping directly from small business owners. The platform boasts brands from 40 countries worldwide and customers from over 60 countries every month. Similarly, Wolf & Badger opened in 2009 with the aim of providing a fully serviced retail space to new, carefully chosen designers for over a month.

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