New British e-tail Company, backed by private UK investment, will open for business on 2nd April 2007. It will operate solely online on the Fresca Commerce Platform, selling only exclusive, strictly limited-edition products from a host of the world’s most exciting brands and designers. The eclectic online concept store unites the worlds of fashion, craftsmanship and collectible product design in one unique shopping experience: only 20 limited edition pieces are displayed for sale at any one time.

Fresca is building the innovative new website and configuring the Fresca Commence Platform to enable all the functionality required to operate a successful online store including call centre, merchandising, retail management and product fulfilment. Fresca will also provide sophisticated in-site tools to make the shopping experience engaging, exciting and intuitive, using the Fresca Commerce Platform’s capability to drive dynamic, Flash-based templates, alongside an accessible, search engine-optimised HTML version.

Fresca Commerce will be provided as a service under a 99.9% Service Level Agreement (SLA) covering 24 x 7 support, managed hosting, maintenance, upgrades hardware and software, all for a fixed monthly fee. has been designed to attract passionate collectors, discerning brand loyalists and design enthusiasts with prices commensurate with those of comparable ‘unlimited’ or ‘less limited’ products. With an increasingly discerning high-end consumer, the aim is to capitalise on the growing trend and increased confidence of individuals in using the internet to discover and purchase unique luxury goods.

The number of editions of each product range from three to just forty. Prices for individual items will vary, starting at £190 and ranging to nearly £1m for products to be shown in the first year’s collections. Customers will be issued with a certificate of authenticity including details of the number of editions created of the product they have purchased. Products cannot be purchased anywhere else in the world.

The 20 different items available to buy are replaced by new items (that can be previewed in the ‘next 20’ section of the site) when they sell out or when it may be thought appropriate to replace them. The site thus evolves and refreshes on a monthly, weekly or even hourly basis.

Jolyon Fenwick, Managing Director comments,

“Adopting the style and approach of an institutional contemporary gallery or museum curates and showcases wonderful products within a super-premium web experience. Our goal is to become not only a unique online gateway to a global luxury audience but that we quickly establish a brand that promotes originality, authenticity and value.”

“One of the most exciting things about is that customers from anywhere in the world (particularly those in rapidly emerging luxury markets like Russia, China & the Middle East) can access brands and designers (sometimes with only local or single-shop distribution or who have never before been sold online) from anywhere in the world. “

"Brands and designers are provided the means to promote new ranges and collections to established and emerging markets with offering customers a glimpse of what’s new and what’s hot in the luxury, fashion and design worlds. It also represents the chance to re-invest their brand or name with an exclusive speciality whilst fuelling traffic to their own website."

Gerry Partridge, Marketing Manager at Fresca said:

“We are thrilled to have been chosen by to supply our e-commerce platform and services for such an exciting and innovative e-tail project, we look forward to building an ecommerce website that truly reflects this inspirational company.”

About is the brainchild of the two British founders Jolyon Fenwick (35) and Marcus Husselby (34), both with a background in marketing & advertising. The idea emerged from a two year exploration into the internet’s potential to play an increasingly dynamic role as luxury’s most important medium. previews to pre-registered customers at the end of March and will open to all on 2 April 2007. Products come from such diverse and illustrious names as Confederate Motorcycles, Zaha Hadid, Pucci, Solange Azagury-Partridge, Timorous Beasties, Marc Newson, Biomega, Ron Arad, Hublot, Elie Bleu, Pinel et Pinel, Shanghai Tang, G.Lorenzi, Stephen Webster, Maharishi, Buccellati, Marcel Wanders, Ormonde Jayne, Longchamp, Barber Osgerby, Miller Harris, Ventura, Henk, Globetrotter, Theo Fennell, Marie Helene de Taillac, Derek Lam, Bill Amberg, Oliver Goldsmith, Ventura, Bless, Arik Levy, Omas, Derek Lam, Refer & Staer, Ted Noten.

It launches with over 100 of the world’s leading names collaborating to produce genuine limited edition products. These products will not be for sale anywhere else in the world. The site can be viewed and shopped in five languages: English, Italian, Russian Japanese, Mandarin at

About Fresca
Fresca is passionate about delivering beautiful and successful e-commerce websites for top retailers. We are UK-based and have supplied multi-channel solutions for over six years. Our on-demand e-commerce platform, Fresca Commerce, powers some of the fastest-growing international web-stores including: Principles, Warehouse, Oasis, The Shoe Studio, The Entertainer, Countrywide Farmers and Gadgetshop.

Our managed e-commerce service, branded Fresca Commerce, helps our clients significantly to boost their multi-channel sales, increase customer conversion and retention, reduce costs and improve ROI.

The Fresca Commerce Platform offers complete web-store flexibility. Multi-channel support is built-in, as are back-office systems for customer ordering, call-centre and fulfilment functionality. The platform is feature-rich and covers all key retail functions, including campaign and promotions management, catalogue management, trading analysis, and a highly developed content management system for “magazine-style” content. It integrates with leading web analytics and email campaigning software, and offers standards-based integration with merchant systems.

Fresca Commerce is a fully managed service, provided under a 99.9% availability Service Level Agreement. Pricing is straightforward; there are no upfront development costs - this is ‘Software-as-a-Service’ (SaaS) with the added dimension of professional services. Fresca will develop, integrate, host, manage and support your e-commerce website with hardware, software and infrastructure costs built into an affordable monthly service fee, and an optional website design fee.

To find out more contact: Gerry Partridge – Marketing Manager
Fresca Limited
2 Abbey Barn Business Centre
Abbey barn Lane
High Wycombe
Buckinghamshire HP10 9QQ
Tel: 01494 439700

For press enquiries on please contact:
Richard Lamballe PR Director
DDI:l 00 44 207 3950965
Mob: 00 447956 944972

Published on: 12:00AM on 9th February 2007