Finlay London Direct-to-Consumer (DTC)

Since working with thousands of exciting and innovative direct-to-consumer (DTC) brands, we’ve heard a myriad of inspirational stories about how Brightpearl has helped them to close operational gaps and enable much faster and smoother shopping experiences for their customers.

Last year, we had the pleasure of visiting Finlay London’s Soho-based flagship store. Born out of a desire to create eyewear that celebrates the individuality of its wearers, Finlay London has proved popular with a number of high profile names, including Meghan Markle, Rhianna, Jenson Button and Jessica Alba.

During the visit, David Lochhead, Finlay London’s Commercial Director, told us more about their transition to DTC from a predominantly wholesale trade business and what lessons they learned along the way.

Here’s what he and his team had to say:

“We knew we needed to have a single view of our inventory at any one time so we started looking for software that could integrate all our channels under one system. It wasn’t enough for us to have our store and online, it had to include wholesale too so we could have complete visibility of the business. That’s why Brightpearl’s solution was an essential component in our direct-to-consumer journey. It gave full visibility over our inventory management, while also streamlining our order processing.”

“Brightpearl automatically updates each sales channel in real time with information on what products are available. And its single source of truth means I can dip into the platform at anytime to quickly get an overview of our inventory, order fulfillment and sales across channel, which is so important to removing potential bottlenecks in our operation.”


To find out more about Finlay London and their DTC journey, you can take a look at their full customer story here.

If you want to learn more about the direct-to-consumer trend and what it means for today’s brands, take a look at our free report.

And if you think you’re ready to launch a new DTC channel already, then read our free guide now to gain best practice tips and advice for doing so.

A new report from Brightpearl and Endless Gain which utilizes consumers and brands’ attitudes as well as cutting-edge biometric research to shine a light on the shake-up being caused by the direct-to-consumer (DTC) movement.

Are you ready to launch your own DTC channel?

Are you ready to launch your own DTC channel?

Read our best practice tips now in our free guide. You'll learn what's caused the shift towards DTC, what customers expect when it comes to the end-to-end buying experience, what the ideal technology stack looks like and more.

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About the Author

Mark Hook is Head of PR and Communications for Brightpearl, and can often be found coming up with creative ways to share our story with the wider world. Mark is passionate about the power of brand storytelling and how that can translate into business success. When he's not shopping for the latest fashion trends, he enjoys working with teams at Brightpearl and our many retail customers to drive awareness and connections with their audiences through varied media channels.