March 2017

Inside U.K. retailer Wolf & Badger’s U.S. expansion

U.K.-based Wolf & Badger is pushing for a bigger presence in the U.S., and it’s hoping its newly opened storefront in New York’s Soho neighborhood will help establish its name.

Launched in 2010, the online retailer sells clothing, accessories and beauty products for men and women from 700 independent luxury designers (like Kaia and Due Fashion), which are accepted to the marketplace on an application-only basis. Founded by brothers George and Henry Graham, the company’s goal is to give these emerging designers a platform to reach a wider customer base, similar to the way Farfetch serves as a global marketplace for small luxury boutiques. As of 2016, the company, which doesn’t disclose revenue, had estimated annual sales of $130 million.

“We’ve seen the retail market shift over the past five years, where wholesale roots are dying out,” said co-founder George Graham. “That’s no longer a sure way for designers to get a start. Brands are looking to sell direct-to-consumer, but small labels are focused on design and manufacturing in the early stages, and reaching their target customers is a big task on their own.”