Finery London is an emerging etailer for women that has taken a step back from fast fashion to focus on creating considered, contemporary and staple collections. It sells high-quality products with longevity, only releasing around 200 products per season, unlike most fast-fashion retailers such as Boohoo and Missguided. Finery aims to fill the gap for a more mature, sophisticated buyer, creating own-label items that can be worn season after season. Notably, Finery released a collaboration with dance brand Pineapple. The brand’s concept was created in 2014 by former chief executive and co-founder Nickyl Raithatha, who asked a creative fashion trio from Topshop and Asos to help bring his idea to fruition. The business launched online in 2015 and has since opened a small number of concessions in John Lewis and Brown Thomas department stores. Finery’s technology strategy is focused around big data and it collaborates with a variety of third parties for marketing, customer acquisition and website functionality.