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Frustrations of internet shopping inspire new online fashion brand Atterley Road

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Former Jigsaw buyer Katie Starmer-Smith has launched a fashion ecommerce website inspired by her frustration at trawling the internet to find clothes that she liked.

Atterley Road features clothes from a range of high street brands and independent designers. The selection, which includes Jigsaw , American Vintage, Levi’s Made & Crafted, petit Bateau, Hobbs, 7 for all Mankind, Whistles , Crew Clothing and Iro, was chosen after asking shoppers to design their ideal shopping experience.

“We asked thousands of women what brands they’d like to see on their ideal shopping street – and that is what we’ve tried to create for them,” said Starmer-Smith. “All the brands featured are ones that I love, I buy and I wear.” The idea for the site came from her own frustrations with the online shopping experience. “Unless you’re prepared to trawl dozens of individual sites, I found my options limited to multi-branded sites that offer either cheap, fast fashion or expensive designer.”

The site was developed on Magento Enterprise by Screen Pages to a brief that included clean and simple design, elegant product photography and inspirational lifestyle content, alongside magazine pages, look books and care and fit guides. The site also includes zoom, catwalk video, recommendations, reviews, social shopping and a rewards programme.

Edward David, director at Atterley Road, said: “We had a clear vision for our brand and what would work for our customers – we needed a professional and experienced agency to implement this on Magento. Screen Pages had the resources, track record and management to fit the bill.”

Roger Willcocks, director of Screen Pages, said: “We are incredibly excited about Atterley Road. The company has a clear idea and strategy, strong management, excellent financial backing and lots of e-commerce smarts. We’ve worked really hard to create a cutting-edge, functionally rich online shop which offers a great customer experience.”

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