Wolf & Badger, the London-based concept store which supports and promotes independent designers and brands, has announced it is to merge with global online marketplace and accessories curator, Boticca.com. 

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

Wolf & Badger is best known for its two award-winning concept stores, in Notting Hill and on Dover Street in Mayfair. The business provides independent designers with a multi-channel sales and marketing function, customer service and international distribution so that its member brands are free to focus on design and production. With this acquisition, the Wolf & Badger business will strengthen its existing online capabilities and further extend its global reach as it looks to internationalise its web platform at www.wolfandbadger.com and open stores in New York and other fashion capitals worldwide.


Founded in 2010, Boticca.com is a content-led marketplace that allows customers to connect with independent designers of fashion accessories around the world, discover their stories and shop directly from their studios. With brands in 40 countries worldwide and customers from over 60 countries every month, Boticca.com established itself as a unique and truly international online destination for one-of-a-kind accessories and jewellery.

The combined business will now work with over 600 individually selected independent brands and sell to an existing user email database of over 800,000. Wolf & Badger will bring on-board a number of the Boticca.com team in the merger, strengthening the already expert management team based in London which will continue to be led by brothers George Graham, chief executive officer and Henry Graham, creative director.

Boticca.com CEO, Kiyan Foroughi, comments “As the lines of commerce between the offline and online worlds blur, omni-channel retailing is where the industry is heading to. Combining Boticca’s strength in the online world with Wolf & Badger’s established offline presence is a natural step in this evolution.  This merger enables us to build the world’s leading omni-channel platform for independent brands and designers to get access to global distribution, bringing an exciting retail destination to customers across the world.”

Wolf & Badger CEO, George Graham, adds “We have long shared a vision to provide independent brands with the opportunity to gain the global reach and scale previously reserved for only for the largest and best capitalised luxury fashion brands. This merger will enable us to introduce many more customers globally to the unique and wonderful collections that are produced by the world’s most talented designers.”

Wolf & Badger will merge with Boticca.com this week, transitioning the Boticca.com site to within the Wolf & Badger online and offline channels and incorporating many of the existing Boticca.com brands.