Independent retailers express discontent as the UK website for German brand Fynch-Hatton launches without prior notice.
The move has raised concerns over transparency and communication between the brand and its UK partners.
Surprise Launch Takes Retailers by Surprise
Independent retailers were caught off guard by the launch of the Fynch-Hatton UK website, a move that was not communicated by the brand’s UK agent, Sardine Agencies. This sudden launch, which occurred two weeks prior, was not discussed during meetings or order placements for the Spring Summer 2025 collection. Retailers expressed feelings of being blindsided as the new platform emerged without prior notice.
Retailers’ Concerns and Reactions
The absence of UK stockists’ names on the new site has fueled concerns amongst independent retailers. One retailer lamented, “To add insult to injury, the website doesn’t even list the names of the UK stockists.” This sentiment underscores a perceived lack of transparency in Fynch-Hatton’s strategy.
Another store owner expressed dissatisfaction, highlighting their surprise at the lack of communication, “The UK site appeared from nowhere, we were definitely not told about it.” This raises questions about the brand’s communication approach with its partners.
Sardine Agencies’ Position
The launch of the UK site by Sardine Agencies and Fynch-Hatton was intended as a strategic move to establish a dedicated UK platform. Glenn Chamberlin, director at Sardine Agencies, stated that no contractual promises prevented Fynch-Hatton from selling directly in the UK. This reflects an emphasis on strengthening the brand’s presence in a key marketplace.
Chamberlin explained that the platform was introduced to showcase the entire Fynch-Hatton range, something third-party accounts might not achieve. The site launch coincided with the arrival of new Autumn/Winter 2024 styles, a strategic decision to avoid clashes with Spring Summer 2024 collections currently held by stockists. This operational decision highlights an effort to balance relationship dynamics with independent retailers.
Website and Future Plans
The new UK site currently offers only menswear, with plans to expand into womenswear. Fynch-Hatton aims to mirror the original German website to maintain brand consistency. Retailers are keen to see how this online expansion will affect existing relationships. As the brand evolves its online presence, how they adapt to include stockists remains a crucial question.
Discussions are ongoing regarding the listing of UK stockists on the new platform. Chamberlin acknowledged these debates as part of efforts to uphold brand integrity and support mutual growth objectives.
Historical Context and Market Adjustments
Previously, Fynch-Hatton’s UK representation was managed from Germany. Brexit presented challenges, necessitating local solutions, hence the UK website. Chamberlin hinted at the need to adjust in response to logistical hurdles post-Brexit. The establishment of a local platform is seen as a logical progression to enhance market accessibility.
Fynch-Hatton continues to emphasise its commitment to nurturing its network of about 160 stockists in Great Britain through strategic adaptations. The complexities of post-Brexit trade have catalysed this digital transition.
Commitment to Partnerships
Sardine Agencies reiterated its commitment to brand value and partnerships. Despite initial dissatisfaction, some retailers accepted apologies, suggesting ongoing goodwill. Chamberlin expressed confidence that the new UK website would ultimately benefit all involved parties, enhancing the retail landscape, especially for those relying on brick-and-mortar sales.
Nevertheless, the journey towards fully integrating the online and offline aspects remains intricate, demanding careful navigation to preserve established collaborations.
Potential Implications for Stockists
The surprise move by Fynch-Hatton could signify broader changes for independent retailers. The brand’s decision to go online may influence traditional sales channels, urging stockists to adapt to this new competitive landscape. How independents navigate these shifts will likely shape their future standing in the retail market.
The launch of Fynch-Hatton’s UK website has sparked debate over transparency within retail networks.
As the brand expands its online footprint, maintaining robust retailer partnerships is essential for future success.
