Atterley, a UK-based e-tailer, differentiates itself in the crowded e-commerce market by championing independent boutiques globally. Led by co-CEO Kelly Byrne (formerly of Nasty Gal) and Chief Trends Officer Alexandra Shulman (ex-British Vogue), Atterley focuses on offering unique, lower-to-mid price point brands not found elsewhere. The company is aggressively expanding its U.S. consumer base, its fastest-growing market, by building brand awareness and highlighting its curated, independent shopping experience. This episode offers insights into how to carve out a niche in a competitive market by leveraging a unique business model and strong leadership.
Despite a booming e-commerce market, U.K.-based e-tailer Atterley is managing to differentiate. That's thanks to a powerhouse team that includes co-CEO Kelly Byrne, formerly of Nasty Gal, and chief trends officer Alexandra Shulman, previously editor-in-chief of British Vogue. Under Byrne and Shulman's leadership, Atterley has grown its reach among shoppers who value its business model of "a marketplace supporting boutiques globally [and] a champion in the ethos of independent shopping," as described by Byrne on the latest episode of the Glossy Podcast. This year, the company is hyperfocused on growing its U.S. consumer base. Currently, the U.S. is Atterley's second-largest and fastest-growing market, according to Byrne and Shulman. They're now focused on building brand awareness while spotlighting the company's ability to provide consumers with a unique online shopping experience. "Where Atterley is really strong are in these lower price points but above the high street, and [with] brands that other countries have never heard of. I'm sure that, in the states, a lot of our offerings are exciting new brands that you aren't going to find anywhere," Shulman said.