Independent retailers were caught off-guard by the launch of the UK website for German brand Fynch-Hatton, operated by Sardine Agencies.
- The domain for the UK site was registered early this year but was not disclosed to retailers during key business interactions.
- Some retailers expressed frustration over the lack of transparency about the new direct-to-consumer platform.
- The new website, which only currently offers menswear, is viewed as a strategic move post-Brexit.
- Fynch-Hatton and Sardine Agencies are committed to maintaining retailer partnerships amidst these changes.
Independent retailers have expressed surprise and discontent with the sudden appearance of a UK-based website for the German clothing brand Fynch-Hatton. Operated by Fynch-Hatton and Sardine Agencies, the site was registered in February 2024 but went live without prior notification to its existing retailer network.
Retailers reported discovering the website only after its launch, despite having recent business dealings with Sardine Agencies, including during buying appointments for Fynch-Hatton’s Spring Summer 2025 collection. The absence of communication during these interactions has been a source of frustration for some, who relied on previous operational structures when placing their orders.
Critics among the retailers pointed out that the new site undermines their position, especially since it lists prices exclusively in British pounds and does not provide a directory of UK stockists. “The UK site appeared from nowhere, we were definitely not told about it,” lamented one retailer, underlining a perceived lack of transparency.
Glenn Chamberlin, a director at Sardine Agencies, defended the decision, citing the aim to establish a dedicated UK platform to showcase the complete collection, a feat not feasible through third-party sellers. He stressed the importance of protecting existing business relationships while capitalising on new market opportunities.
The move to establish a dedicated UK presence comes in the context of Brexit complications, which rendered the previous arrangement of operating from Germany untenable. Despite the soft launch focusing on future collections to avoid conflict with current retail partners, intentions have been declared to expand offerings to womenswear soon.
Fynch-Hatton and Sardine Agencies aim to strengthen their market presence while maintaining crucial relationships with independent retailers.
