Symonds Pearmain's First E-commerce Platform Is Inspired By Satellite Navigation Systems

It’s been a “pretty intense” six months for Anthony Symonds and Max Pearmain. The duo behind London’s rising brand Symonds Pearmain have been intensively researching satellite navigation systems and scouring the websites of other fashion houses. After four seasons refining the brand’s DNA and securing a strong private client list, Symonds Pearmain has decided to build its own e-commerce platform. No mean feat in fashion’s current climate.

“E-comm will give us a lot of control over what we produce and how we propose it to our customers, which will ultimately allow for a much more nuanced commercial dialogue,” Symonds tells Vogue of carving out a retail strategy that felt right for the company. “Demand for Symonds Pearmain from e-tailers has been steadily growing and it just felt like the right time to offer an edited selection of product to that wider audience,” he continues.

Indeed, the brand has never bowed to commercial expectations. Pieces from previous collections, which have not been presented in line with fashion’s “seasons”, have only been sold in numbered editions through London’s Cabinet Gallery and Berlin’s Galerie Isabella Bortolozzi. But this DIY approach of doing what feels “right” and “interesting” has paid off for the pair who have a strong combined CV – Symonds has worked as a designer under John Galliano and Vivienne Westwood and Pearmain has racked up styling gigs for the likes of Vogue. “We were all surprised how difficult some sites were to use and to buy from,” Symonds admits of trialling competitor sites.

Accordingly, Symondspearmain.com is all about "consolidating the brand's cultural dialogue without compromising". The site will exclusively offer the autumn/winter 2018 collection as well as Symonds Pearmain archive items, and a line of accessibly-priced pieces, such as socks and T-shirts, which start from £35.

“We built the site from scratch, so it’s not made to a limited navigational or graphic template,” Symonds explains of the visual projects that will also have a home. “Our main objective was to create a minimal, gracious and uncluttered experience. Something that is elegant, clean and super easy to use. It’s less about power selling and more about introducing Symonds Pearmain to a new audience.”

Does Symonds Pearmain have any advice for fledgling brands tentatively looking to expand their reach without submitting to the production costs and scheduling demands of major retailers? "Do it." It's a convincing story, and the clean, streamlined shopping tool is an even more convincing way to shop. Go forth.