Ethical lingerie brand Ayten Gasson said it has closed its wholesale business to sharpen its focus on retailing from its online boutique.
The British label will work directly with consumers after eight years of selling lingerie and nightwear to independent boutiques and department stores around the world, including Fenwick Bond Street, Top Shop’s flagship store on Oxford Street and Le Bon Marche in Paris.
Creative director Ayten Roberts said that, in recent years, the brand has seen many of its favourite stockists move away from the high street and onto online boutiques – with some closing altogether.
The meant that the designer had to develop her own retail site to keep her label alive.
“In 2013 I saw my retail site grow while the wholesale side of things has slowed down, with more buyers asking for sale or return, drop shipping or reducing their orders,” Roberts told Lingerie Insight.
“Unless you have a large stockist list, with buyers paying on time and placing large orders each season, you have to make your retail site your main focus point. I am lucky to have a loyal fan base, which has been very supportive and excited by the restructure, so I’m sure 2014 will be a great year for my label,” she added.
“I am now able to offer my retail customers a personal service, bespoke pieces and the feedback I have received from Facebook and Twitters followers has been really positive.”
Launched in 2005, Ayten Gasson has become famed for its commitment to supporting the UK fashion industry, sourcing vintage lace from the few remaining factories operating in the country.
Peace silk and organic silk also feature within the designer’s collections, highlighting its sustainable approach to production.