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Unbound to power its multi-brand platform by Mirakl

Lauretta Roberts
24 May 2022

Unbound, the listed parent company of Hotter Shoes, has revealed its forthcoming multi-brand fashion and lifestyle proposition for the over 55s will be powered by marketplace platform Mirakl.

The business plans to capitalise on its large database and deep engagement with its target market, built up via its comfort footwear brand Hotter, to create a platform featuring Hotter plus a curated selection of fashion and lifestyle brands, along with a content proposition. 

Though Hotter, which has been transformed from a retail-led brand to a digital first omnichannel brand over the past three years, Unbound has amassed a total database of 4.6m consumers representing 29% of 55-plus women in the UK.

The platform, expected to launch this summer, will enable Unbound to partner seamlessly with selected third-party brands with an initial focus on footwear and apparel. Wellness brands will follow later. The first iteration of the platform will be unveiled in July followed by a full launch in September.

Unbound has chosen Mirakl as its SaaS partner due to its "recognised capacity to enable retailers to achieve the benefits of curation at scale". Partner brands will be able to scale their product offering on the platform while retaining control of their brand DNA while proving a seamless experience for customers.

Unbound Ian Watson

Unbound CEO Ian Watson

Unbound CEO Ian Watson said: “We are excited to announce we are building our new platform using Mirakl’s leading marketplace technology. We are leveraging our proven proposition to tap into the increasing number of 55+ consumers that are shopping online. Through our new platform, we are creating a Group that understands, connects with and sells to our key target consumer on a broader and deeper basis. Mirakl’s proven capabilities and scalable technology made them the obvious partner for us, bringing the technology, expertise and ecosystem that will help us to develop a truly curated platform at scale, which will be launched later this year.” 

Sophie Marchessou, Executive Vice President, Customer Success Beauty, Fashion, Home at Mirakl, added: “Unbound Group is implementing an incredibly strong digital strategy. In choosing to power its new platform with the Mirakl Marketplace Platform, the Group is best positioned to scale its product offering at speed and test new categories beyond its current core brand offering, without taking any risk. Our technology and expertise will play a crucial role in powering a marketplace that will grow the Group’s business and help it to meet, and exceed, its customers’ needs.” 

Unbound announced its intention to create a multibrand platform in January of this year and the business, formerly owned by private equity business Electra Partners, was floated on London's AIM on 1 February.

Read our recent interview with Unbound CEO Ian Watson here. 

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