Boticca CEO and founder Kiyan Foroughi explains Wolf & Badger move in newsletter

Kiyan Foroughi & Avid, Bottica , Covent Garden, Professional HOT 100 Jeweller founder and chief executive officer Kiyan Foroughi has explained more about the merger of his website with Wolf & Badger in an email letter to subscribers and customers. 

The merger, which takes place this week, will see Wolf & Badger acquire, creating a multi-channel retailer for independent designers and brands in the luxury fashion market. The move will see transition into the Wolf & Badger brand and platform, with Founder and chief executive officer Kiyan Foroughi remaining in place as an advisor to the business.

Speaking to Professional Jeweller, Foroughi added: “Omni-channel retail is the future. You must not only touch base with your customers in the virtual world, but also in the real world – especially when you are selling up-and-coming brands and products that customers haven’t heard of like we do.

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“I’ve known the Graham brothers for a few years now and we always shared the same vision of promoting independent brands and new designers to a global audience so a tie-up made sense.”

The full email alert sent to Boticca customers can be seen below…

Dear Boticca customer,

I am proud to announce that as of today, Boticca will be combining with fellow independent fashion platform Wolf & Badger to create the ultimate global omni-channel powerhouse for independent fashion designers across the world.

The combined business will now work with over 600 individually selected independent brands and you will still be able to shop from amazing designers across the world and wear a unique story from Wolf & Badger’s website.

The Boticca website will no longer be taking orders as of today but you can still log into your Boticca account on the homepage until the 14th of August. If you’ve made an order recently, Customer Service will still be available to answer any queries you might have until August 14th as well.

It has been a fantastic journey the past 5 years, I would like to thank you personally for being part of our adventure and we hope to see you soon on

Kiyan Foroughi
CEO & Founder, Boticca


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