Independent retailers express dismay over the sudden launch of Fynch-Hatton’s UK website, which was not communicated to them beforehand.
- The new UK platform was developed by Fynch-Hatton and its UK agent, Sardine Agencies, causing a stir among retailers when it was launched without prior notice.
- Retailers were surprised by the lack of information, as the website was not mentioned during recent buying meetings or when placing orders for Spring Summer 2025 collections.
- There are concerns over the website not listing the names of UK stockists, impacting the expected market dynamics.
- There is a plan to expand the UK website’s offerings, currently including only menswear, to incorporate womenswear in the future.
Independent retailers have voiced their discontent over the unannounced launch of a UK website for the German brand Fynch-Hatton. Operated in collaboration with its UK agent, Sardine Agencies, the new platform caught retailers off guard, having not been disclosed during buying appointments or when orders were placed for the Spring Summer 2025 collections.
A specific retailer, choosing to remain anonymous, revealed: “To add insult to injury, the website doesn’t even list the names of the UK stockists.” This sentiment was echoed by another store owner, who noted the sudden appearance of the site was unexpected: “The UK site appeared from nowhere, we were definitely not told about it.”
Glenn Chamberlin, one of the directors at Sardine Agencies, emphasised the confidential nature of private conversations, highlighting that no contractual guarantees were made to prohibit Fynch-Hatton from marketing its products directly in the UK. The need for a local presence had become critical following the challenges posed by Brexit, which made the Germany-based online representation untenable.
The new UK-specific domain, fynch-hatton.co.uk, was registered earlier this year on 22 February 2024. It aims to offer a dedicated platform showcasing the full range of Fynch-Hatton’s collections, unlike third-party stores, aligning with the brand’s strategy to maintain integrity and consistency alongside its global website.
The website’s launch was deliberately low-key, with a focus on introducing new Autumn/Winter 2024 styles gradually. Existing styles, including the Spring/Summer 2024 collection, were not featured to avoid conflicts with ongoing partnerships geared towards clearing end-of-season inventories.
Currently, the UK platform is limited to menswear, though plans are underway to broaden the range to include womenswear. The non-inclusion of a stockists list is a topic under discussion, raising issues amongst retailers regarding their visibility and impact within the market.
Sardine Agencies, established in 2020 with locations in Surrey and Solihull, works with numerous stockists across Great Britain, boasting around 140 for menswear and 20 for womenswear. Their commitment to nurturing brand value and partner networks remains firm, despite the launch’s mixed reception among independents.
The unannounced UK launch of Fynch-Hatton’s website underscores the complexities of market communication and partnership dynamics.
