What was the requirement?
When CML first met the founders of Finery they were in the early stages of creating an exciting new online womenswear brand. Finery is the accessible thinking woman's fashion label – a hybrid of excellent design at affordable prices for the style conscious modern woman.
Finery was born from a desire to create clothes that are made with love and care. The team has a wealth of experience on the British high street and felt that the market had changed and the focus was on a more youthful audience. Finery's collections are made to be cherished and from the day of launch they have offered a broad mix of clothing, footwear and accessories.
The Finery vision was to achieve a unique purchasing experience whilst delivering exceptional service with a luxury and personal feel. The business focus was global from day one and was focused on two distribution channels, the primary being e-commerce, followed by wholesale.
Finery's wholesale and e-commerce services rely on a fast and efficient supply chain and CML were chosen to provide expertise and develop the correct fulfilment strategy.
Why were CML approached?
Finery was seeking a partner that had experience in the warehousing and distribution of apparel products and could offer a shared warehousing facility where they could benefit from the economies of scale. Furthermore they needed a partner that could support their developing supply chain and provide expertise to create a bespoke fulfilment solution.
CML were considered alongside other 3PL providers but were finally selected on the basis of their extensive experience in providing e-commerce and apparel services to other distinguished retail brands including L.K.Bennett and Marks & Spencer. Furthermore CML boasted a very strong freight and transport team which were able to co-ordinate inbound shipments worldwide.
Ultimately CML had the correct approach and experience to give Finery the services they required as well as sharing the belief and enthusiasm to see the Finery project succeed.
What did CML do?
CML established a fully integrated IT system in order to facilitate the transfer of data between Finery London's web platform and CML's IT systems. This enabled CML to keep Finery's inventory fully visible and stock inventory up to date.
The company shared their experiences with Finery from selection of packaging to storage and distribution of their products in the most efficient manner possible.
They also supported Finery in adopting and implementing the most cost efficient customs warehousing practices. CML also supported Finery with all of their UK and international freight requirements.
CML also provided a dedicated storage area for Finery which included a working area, packing benches and IT hardware.
What was the outcome?
Since launching, the Finery brand has had an incredible traction on wholesale (positive reaction across all accounts) and e-commerce (three million visits in 2015) as well as distribution channels - mainly fuelled by a very strong support from the fashion press.
CML and Finery are looking forward to many years of collaboration, as they build together the next global British fashion label.