2 minute read
Alice Wheeler London
‘This is a hugely
exciting time for us’
Alice Wheeler London sales director Oliver Woodyatt discusses the company’s best ever seasonal launch - and reveals plans to potentially expand
Tell us a bit about your company.
Alice Wheeler London was created in 2019 but is part of Fancy Metal Goods [FMG], which was established in 1932 and is celebrating its 90th birthday this year. We are a family-owned business. My dad Paul, who is managing director, has been here for 46 years and I joined the business in 2008.
Having serviced many department stores and large chains throughout the UK, we decided to put all of our experience together and create a brand-new range. From a humble and modest opening launch, Alice Wheeler London has now grown substantially with over 500 products already created, including an additional 125 brand new lines. Tell us about your ranges.
We currently have beauty, accessories, and fashion ranges with Alice Wheeler London - with huge growth through our fashion designs and textures. After a successful launch in core colours earlier this year, we have extended our fashion boutique range to more than 150 skus and our customers are loving it. Our initial forecast projections have been smashed and we are excited for our retailers this Christmas season, as we have very healthy stocks in place to keep our customers supplied throughout Q4 What’s the inspiration for your products?
Well! It’s all about the bee and honeybee insignia we include on many of our designs. Inspiration comes from many influences, and most concepts begin with a conversation or colour palette someone has seen, and ideas become designs, and designs are created into the fabulous collections by Alice Wheeler London.
FMG has its roots in Birmingham, and we take pride in being a British brand. All designs are created in-house at our UK studio. My dad is the chief designer and curator of all Alice’s work, and we are excited for the future and where this brand will lead the business.
How are you finding the current trading climate in the UK?
There’s so much negative news around now, and although this naturally creates challenges within the retail sector, our business is experiencing huge growth. We are seeing an amazing increase in new customer accounts this season - the majority of which are listing Alice Wheeler 2022 designs - and with our best seasonal launch this autumn, this will hopefully continue and carry into 2023. What can we expect next from your business?
Finally, we have started having discussions with companies about taking Alice Wheeler further afield than the UK shores. Whilst we have not yet reached our goal or potential here in the UK, our brand is getting recognised, and we are currently having preliminary discussions about expanding the name into new territories. We are flattered by the interest that the brand is receiving. This is a hugely exciting time for us here at Alice Wheeler London and we hope to share some news with you early next year about possible new ventures coming in 2023.
