Let me take you on a journey to Atterley Road…
For anyone not familiar, Atterley Road is an online clothing store with a difference – each piece is carefully selected and edited by the very stylish AR team. In a world where we are time poor and bombarded by choice, it’s refreshing to shop a site that has made the key picks for you – saves us trawling through 100s upon 1000s of pieces! Essentially it’s like having your own personal shopper on hand – it’s no wonder Atterley Road was voted 5th in Vogue’s top 100 online stores.
With labels, like Splendid, IRO, Maison Scotch, Part Two, Whistles and Filippa K – I am a huge fan! So I was thrilled when founder Katie Starmer-Smith took time out to virtually chat with me about all things Atterley Road, tips on juggling life as an entrepreneur and a mum, wardrobe must-haves and lot’s, lot’s more… and you can catch Atterley Road…here
Tell us a little bit about your career path before Atterley Road?
I have always had a keen interest in fashion, working in boutiques during the summers and helping my mum with the buys for her boutique. I studied textiles at Central Saint Martins before doing a placement at Mulberry down in Shepton Mallet, where it was fascinating digging through their archives. From there I went straight to Jigsaw where I started my career as trims buyer and wovens design assistant – I did everything I could to make myself indispensable and learnt as much as I could from everyone. From there I quickly worked my way up to become jersey designer and then head of jerseywear, where I was responsible for designing, buying and producing the entire jerseywear collection.
How did the idea for Atterley Road come about?
I have always loved shopping in boutiques but these days every high street seems to be the same. Likewise, I couldn’t find anywhere online that had a edited range that was right for me, I did not want to shop on big multi-branded sites where I was confronted with 2000 white shirts all modeled on teenagers or a tired looking department stores which lacked excitement, inspiration or the thrill of something new and I don’t have time or patience to have to have a dozen windows open with multiple sign-ins and payment systems.
After six months of research (up and down the country) we found these frustrations were shared by the majority of women we spoke to. They wanted curation, convenience and a destination that they felt was designed for me. Atterley Road is meant to be the answer.
How many people are working for Atterley Road?
We now have 13 people working for Atterley Road; we are running out of space!
What type of women is Atterley Road aimed towards?
The Atterley Road customer is a modern day woman, she may be businesswoman without time or patience to shop across dozen of sites or vast unfocused multi-branded sites or a working mum who wants more than what her local high street or catelogues have to offer. She loves to shop but doesn’t want to waste her time browsing through product that it is not relevant to her, she wants to be surprised and discover new labels and not settle for the same designs as everyone else.
We cherry pick the best these brands have to offer from around the world and showcase them in an environment suitable for her.
How do you decide what stock and designers to buy from?
We are constantly scouting up and coming designers from across the globe, I have just returned from Copenhagen Fashion Week where I have found some great new brands for next Spring Summer. We only chose brands that share our ethos in quality and style and buy essential pieces to build a wardrobe around, easy to combine, long-lasting in both style and quality and accessible in their pricing.
We have a strong team of buyers and merchandisers, we discuss each style that goes onto the site and ensure that only the very best gets through.
If you have one piece of advice for someone starting a business in the fashion industry – what would it be?
Research – we spent more than six months finding out what real women want from a fashion site – organising surveys and coffee mornings up and down the country. It really helped us shape out concept.
Industry advice – Talk to as many people as you can before you start, I spoke to many influential fashion people, you’d be surprised how helpful everyone is.
Who are your style icons?
I love Ines de la Fressange style, I have always been a fan of the Breton and love her simple yet chic approach to fashion. There is great thought behind her styling and it looks totally effortless.
As a wife/mother and entrepreneur what are the key tips to balancing your time?
Work when you are at work, family time when you are at home – at least until Jack is asleep! It is important to leave the office behind in more ways than one. Turn the phone off as often as you can. You will are likely to be more productive, gain more perspective (and remain sane!) if you can do it.
What was your biggest fashion splurge?
My Chloe Marcie handbag. I love it.
In your opinion what are the key pieces every women should have in their wardrobe?
A great pair of jeans, oversized white shirt, great fitted blazer and a fab handbag. It allows you the versatility to move from work to play and everything in between.
Do you have any essential items that you must have in your hand-bag?
My favourite perfume, Molecule by Essentials, my new Guerlain sun kissed bronzer – the perfect pick me up before an early meeting and my I-Phone which I am lost without.
Where do you get your style inspiration?
Always look to the French, they do it best although the Scandis are catching up rapidly.
What are the key pieces for this fall?
A statement coat, I love the Ganni tartan one we have on site. Leather leggings from Selected Femme, these are such a great price for leather and a perfect fit. Colour block chunky knits, we have some great pieces from Twist and Tango coming soon.
Atterley Road has its own line (I have my eye on the Florence Bag) – will we also see clothing added to the line?
All I can say is watch this space!
To date what’s been your Peak and Pit moment on the Atterley Road journey?
The peaks far outway any pits there may have been, one of my favorite peaks must been being voted 5th in Vogue, Times and Guardians top 100 online sites within our first six months!
Pits Going back to work so soon after Jack being born was tough – but being my own business, you have little choice and Jack will thank me one day. But it makes evenings and weekends all the more important.
What’s next for Atterley Road?
We have ambitious plans for growth both at home and abroad – we plan to be the global home of fashion for women. There are some incredible international labels and brands waiting to be discovered. We aim to be the gateway to the very best of these. But we want to stay true to our customer and our concept. Atterley Road is meant to be you perfect shopping street – always open, always accessible, always about you. It needs that personal touch, that personal curation whether you are in US, UK, Asia or Australia.
Image via Wear & Where.com
Living Easy Loving Free 