SilkFred was founded in 2011 by chief executive Emma Watkinson and is an online women’s fashion marketplace for independent, unique and emerging designers and brands to sell their collections for a 25% commission. The retailer offers products from around 800 brands and designers, with the team aiming to scale this up to 2,000. SilkFred focuses on unique brands at affordable prices. It offers clothing, accessories and footwear – dresses is a key department and represents more than a third of its clothing offer. It claims to launch at least 100 new styles on the site each week, offering a continuous stream of new products and brands for its fashion-savvy customer base. Top brands include Shoe Closet, Dancing Leopard and FIGL. Mobile and international are current investment priorities – the marketplace has yet to release a dedicated mobile app, but has expanded into the similar Australian market, with new territories in the works.

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