Former Vogue editor Alexandra Shulman has joined Atterley as a strategic advisor as the Scottish online fashion business closes in on a £400,000 funding round to further ramp up its operations.

Majority owned by tyre entrepreneur Mike Welch, Edinburgh-based Atterley sells clothing from independent fashion retailers into more than 90 countries around the world. The firm is currently mid-way through a Crowdcube funding round which has reached more than 80% of its £400,000 target.

Ms Shulman is former editor-in-chief of British Vogue, a post she held for 25 years. Mr Welch said her reputation and connections will benefit both Atterley and the independent boutiques that use its marketplace platform.

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“Alexandra joins our team at the perfect time,” he said. “We are growing quickly and have plans to step up boutique recruitment, engage fashion brands and grow consumer outreach.

“We see ourselves as a fashion reference point for consumers, as well as a retail destination.”

Atterley said it has experienced strong demand during the coronavirus pandemic, with orders between April 1 and May 17 up 250% on the same period a year earlier.

Ms Shulman said she is excited about her new advisory role, and hopes to get more people taking part in the “Atterley experience”.

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“I admire the way that Atterley works to support the independent boutiques that are such a crucial and enjoyable part of our fashion chain,” she said. “When online and bricks and mortar can work hand-in-hand it’s a winning outcome for both the retailer and the customer.”

Mr Welch owns Atterley through his Full Circle Partners investment vehicle, which he set up after selling online tyre firm Blackcircles to Michelin for £50 million in 2015. He has said he would eventually like to achieve a flotation for Atterley, though the business must first expand its scope and scale.

“I am delighted to welcome Alexandra to the Atterley family,” he said. “With her help we plan to build upon our boutique, consumer and fashion brand relationships as we continue towards our goal of establishing Atterley as the go-to destination for boutique fashion sales.”