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Tomorrow, a brand accelerator, distributor and consultancy for independent brands, has taken a majority stake in the London designer boutique Machine-A. The shop’s founder Stavros Karelis will stay on as buying director, while Tomorrow’s Alessandra Rossi will take over as CEO with an eye to revamping its direct-to-consumer business and long-term growth strategy.
Located in Soho, Machine-A’s concept store has positioned itself as a champion for young designers and creative labels, stocking Martine Rose, White Mountaineering, Y/Project and Richard Quinn.
Machine-A currently operates its e-commerce business through a partnership with Showstudio, the content agency founded by photographer Nick Knight.
”The retail, wholesale and digital models are continuing to merge, and this is an exciting time for the industry,” Tomorrow chief executive Stefano Martinetto said in a statement. “We will work together with Stavros and the team to ensure that the brand curation continues to reflect the Machine-A values of inclusivity and gender fluidity.”
