Brityard, an “online department store” stocking exclusively British brands has launched today, aiming to “disrupt traditional department stores”.
The ecommerce site has announced partnerships with independent British brands to “bring consumers high quality and sustainable products”.
Brityard says it is redefining what it means to “buy British” after partnering with UK brands like Bell Hutley, Sabinna, Benson and Clegg and STOW.
“The way consumers purchase products is changing dramatically, now more than ever it’s important to support and showcase the diversity of British businesses in the wake of challenges caused by Brexit and Coronavirus,” Brityard’s founder Lara Chant said.
While there are similar rivals out there such as OnBuy, an online-only retailer that claims to champion British brands while also stocking other international brands, Brityard separates itself from its rivals by stocking solely British brands.
“Traditional department stores largely represent international brands, but for the first time, Brityard aims to bring British brands together into a single destination for those seeking the very best of design and sustainable craftsmanship, with the aim of empowering smaller British businesses who are the foundation of our economy to build a strong future for generations to come.” Chant explained.
The online store will stock all the categories you’d normally expect in a traditional bricks and mortar department store, including home and lifestyle, fashion, beauty, wines and spirits as well as giftware.
Chant reiterated the need to support diverse business owners to spark changes within the retail industry.
The website has committed to expand its portfolio and work with business owners from diverse backgrounds, the likes of Five Dot Botanics and Bivain already included in the company’s roster of brands.
Brityard’s launch coincides with popular department stores such as John Lewis being forced to close during the pandemic after a decline in footfall and changing shopping habits has prompted them to balance their books and close stores.