News & Analysis

Online fashion retailer The First Thread partners with Shippit to deliver local designers in three hours

- March 15, 2016 2 MIN READ

Australian startups The First Thread and Shippit.com have today announced a partnership deal that aims to improve the way consumers shop online. The collaboration will enable fashion platform The First Thread to deliver pieces from Australian designers directly to a consumer’s wardrobe in a three-hour window thanks to Shippit’s courier service.

The First Thread, founded in 2014, is a relatively small online fashion retailer, created to provide Australian designers with a way to promote and grow their labels. The startup’s business model supports and curates homegrown designers by shining an online spotlight on them with a direct channel of access to customers.

“Given our unique distribution model, Shippit allows us to provide our customers with fast, reliable courier delivery at a low cost,” explained Robert Leigo, co-founder of The First Thread.

“Using Shippit has streamlined our distribution systems and allows us complete control over our shipping and logistics. The ability to offer three-hour metro time slot deliveries is an added bonus.”

Rob Hango-Zada, cofounder of Shippit.com, said, “We are really excited about this partnership as it showcases the best of Shippit’s capabilities. It’s an opportunity to give small retailers the power of big business without compromising on their passion.

“Drop-shipping has been a significant growth driver for eCommerce and this is another great example of how a self-distributed retail infrastructures can support growth; this is what Shippit was built for.”

Leading online fashion retailer THE ICONIC is renowned for its fast three-hour delivery services and has been the frontrunner when it comes to on-demand fashion. With customers increasingly wanting the same service from their favourite fashion retailers, services like Shippit help to fill those delivery gaps and place smaller companies on the same level as those like THE ICONIC.

The partnership gets to the heart of what The First Thread aims to do, with cofounder Kate Lillian Muir explaining she was disheartened to see talented designers in this country fail to grow and succeed in the marketplace.

I felt that I could bridge this gap, and so my business partner Rob Leigo and I began working on a business model that would be part mentor, part online retailer,” she said.

The fashion marketplace is cluttered with competition, both on a homegrown and international scale. Now Australian designers are pushing into global marketplaces with some labels like Kym Ellery making their mark on international runways like Paris Fashion Week.

The pace of the retail calendar is exceedingly fast, which makes it easy for smaller designers to slip up and miss out on national and international opportunities. The First Thread offers customers both made-to-order items and ready-now products, while also offering designers a guide through business structure.

With designers at the epicentre of The First Thread, the startup is able to promote brands via marketing and sales activities. Muir said working collaboratively and developing like-minded partnerships is key to their success. The partnership with Shippit will improve the fashion startup’s distribution capabilities and allow them to reduce the cost of shipping so customers all over Australia can have access to the next Australian designer to hit the international runways.

Image: Kate Lillian Muir and Robert Leigo. Source: Supplied