Finery is set to open concessions in six of John Lewis‘ flagship stores as it reaches the “cusp of becoming mainstream.” 

The women‘s fashion etailer, backed by Global Fashion Group, made £5m and attracted 100,000 customers in its first year. The company is now rushing to follow the trend set by other etailers – investing in physical spaces to act as showrooms and benefit from traditional footfall. 

“It is important for us to be wherever our customers want to be and there will always be people that want to try clothes on before they buy,” said Co-Founder of Finery Nickyl Raithatha. 

Raithatha started the business alongside Luca Marini and Caren Downie, former Fashion Director at Topshop and Buyer at Asos. 

“We realised there was a gap in the market for women who wanted quality designed clothes between the high street and designer,” Raithatha said. 

Finery is not the first internet based business to move into physical space, though Raithatha said that there were no plans for a standalone store. She did however say that the company was working on further concessions. 

Finery is known for designing all of its products