Fashion website Atterley.com has launched a £500,000 crowdfunding campaign as it reports a sales rise of 200% during lockdown.

The Edinburgh-based business led by Blackcircles.com founder Mike Welch gives a platform to more than 250 independent boutiques selling around 2800 brands.

The fundraiser on Crowdcube is aimed at developing its technology and growing its presence overseas including the US. The company is also in talks with venture capital investors.

Chairman Welch said: “The retail world will change forever post Covid-19 and retailers will be forced to adapt to fast-changing consumer buying trends.

"Our investment plan is focused on ensuring Atterley and our partner boutiques are long-term winners as the market evolves. Market conditions are going to increasingly suit industry players like Atterley and we can see a situation where there is less competition when the current shakedown stabilises.”

Welch, who sold discount tyre website Blackcircles to Michelin for $100 million in 2014, founded Atterley in 2016.

He said that while retail giants are left with massive amounts of stock they can't sell, his agile business model involves smaller operators ordering smaller amounts as demand arises.

He added: "The beauty of our business model is that instead of operating out of warehouses with stock piles, our boutique partners provide Atterley with stock and can operate with just one person in each store ensuring safe continuous trading while their doors remain closed to the public.

"We’re seeing customer growth on the back of the public wanting to support local boutiques during the pandemic and we’ve also seen a marked upswing in boutiques wanting to join the platform since the lockdown took hold.”

Sarah Murray, owner of designer boutique  Jane Davidson  in Edinburgh, said: “During the UK lockdown, Atterley provides an additional sales channel which provides boutiques like mine with welcome stability. I also like the sense of community, being part of a collective with other independent retailers in the UK and worldwide.”