Independent retailers express dissatisfaction with Fynch-Hatton’s new UK website launch without prior notice.
- The UK domain for Fynch-Hatton was quietly registered and launched, surprising many stakeholders.
- Retailers were not informed during key buying appointments, affecting their business expectations.
- The new website does not list UK stockists, adding to retailers’ frustrations.
- Sardine Agencies defends the launch as necessary and beneficial for brand representation.
Independent retailers in the UK have voiced their dissatisfaction, revealing they were not informed about the recent launch of the Fynch-Hatton UK website. The website, which allows direct-to-consumer sales, was introduced without prior notice, surprising many who relied on the information disseminated during buying appointments with Sardine Agencies, the brand’s UK agent, or when placing orders for Spring Summer 2025 collections.
The new UK domain, fynch-hatton.co.uk, was registered on February 22, 2024, and launched two weeks ago. Retailers report learning about the website post-launch, leading to confusion and concern as it was not disclosed during key buying interactions. An unnamed retailer expressed frustration, noting, “To add insult to injury, the website doesn’t even list the names of the UK stockists.”
Another store owner shared their experience, stating, “The UK site appeared from nowhere; we were definitely not told about it. There has never been a dedicated UK website, and we bought the collection on the basis that the status quo would remain.” This unexpected shift in digital strategy has left many retailers feeling undermined.
Glenn Chamberlin, a director at Sardine Agencies, provided insight into the strategic decisions behind the launch. He clarified, “Private conversations will always remain confidential, but clearly Sardine Agencies could not make contractual promises to the effect that Fynch-Hatton cannot and would never sell its own product in a key marketplace.” He elaborated on the historical challenges due to Brexit, requiring a local solution for UK online representation.
Despite the challenges, both Fynch-Hatton and Sardine Agencies emphasize their commitment to protecting the brand’s value and their extensive partnership network. Chamberlin argued that the dedicated UK platform allows for a comprehensive showcase of the Fynch-Hatton collection, enhancing visibility in ways third-party accounts cannot achieve.
The UK store’s site primarily focuses on menswear but has plans to expand into womenswear. Chamberlin reassured that Sardine Agencies was committed to brand integrity and consistency, mirrored in the site’s resemblance to fynch-hatton.com. The decision not to present current styles for clearance aims to respect existing partner programs.
In addressing the omission of stockists from the UK site, Chamberlin indicated ongoing discussions to potentially resolve this issue. The launch, while contentious, is portrayed as ultimately beneficial for all stakeholders, particularly those focused on physical retail spaces.
The strategic move to establish a UK-specific platform aims to bolster Fynch-Hatton’s brand presence despite initial retailer concerns.
