Fashion brand Atterley, which entered administration in January, is back in business with a repositioned offering that allows independent fashion retailers to sell their inventory online via a global trading platform.
UK, US and Australian retailers have been spotlighted as early recruits.
In early February a newly established company, Atterley.com Holdings Ltd, owned by The Welch Group Ltd, purchased the Intellectual Property assets of women’s online fashion retailer Atterley from administrator KPMG.
The Welch Group is an investment vehicle set up by Michael Welch, founder of online tyre retailer Blackcircles.com.
Welch previously owned a small equity holding in Atterley before it entered administration in January.
Welch said the brand is back in business.
"The previous Atterley team did an excellent job of establishing a high quality offer and reputation to a very loyal audience and it was a shame to see it end.
"We saw the investment opportunity to take the Atterley brand on and back a team to deliver an innovative and exciting new proposition to the same audience."
Atterley CMO Nick Freer said the business is armed for the new retail environment.
"The business is being reshaped into a platform for a network of independent fashion retailers to trade with discerning consumers across the world.
"Significant progress has already been made in appointing partners, with UK, US and Australian retailers among the early recruits."
"Our mission is to support the local guys and provide them with the tech tool kit and marketing reach to compete with the big online retailers and the high street.
"We have a core team in place who have hit the ground running and an executive team is being recruited to lead Atterley’s development in the UK, US and internationally."
Independent fashion boutiques can sign up to join the Atterley network at www.atterley.com/network