New Online Boutique – Shop Formula – Versatile fashion from established & up-&-coming labels

Press Release   •   May 28, 2014 08:09 BST

Shop Formula's labels include established and emerging brands: Mother Denim, Essentiel, See by Chloe and WON HUNDRED and new finds such as Manebi and Francis Leon.
The site gives the customer the option to explore and combine each item, to create looks that resonate with them as well as some of Shop Formula's recommendations.Complementing the fashion collections, Shop Formula also presents 'In Addition'; a continuously expanding collection of lifestyle products, including candles, books and accessories that the team have discovered along this journey.

Launching the site, Co-owner Christina Rapsomanikis said:

‘’We spent a long time knocking on doors and investigating brands, we knew we wanted a realistic mix for the site. Combining wearable pieces from brands such as Rebecca Taylor with Won Hundred felt true to how women dress today. I kept hearing the same comments from friends that they wanted versatile pieces. They wanted to have an interchangeable wardrobe where they could have classic with contemporary, weaving them together when they felt like it. Without even realising it they already had this, they often just got frustrated going from one place to another to source this cross section or had no time to discover new brands to try. I’d always been less formal in the office and I was starting to lean more towards contemporary, picking feminine clothing but with a bigger nod to my tomboy nature and was loving taking time to discover these labels. We identified that there was a gap for a site with this mix. So after a year of planning, my partner and I decided to launch FORMULA. Neither of us are from a fashion background, both him and I had worked in marketing, sales and retail for some incredible brands and retailers from the beauty, premium beverage and technology industry so we knew what made a great brand and how to tell their story. The feedback has been great so far, we plan to evolve and discover new brands along the way’’.

Inge Onsea, Head of Design & Co-owner at Antwerp-based, fashion favourite Essentiel said:

“We’re delighted to be showcasing our SS14 Essentiel collection on Shop Formula for launch. Our focus is on fantastic items, which allow women to make a statement through their clothes. We can see the mix being put together at Shop Formula is going to resonate well with our customers.”

Shop Formula invite shoppers to visit the site and follow them on Twitter, Facebook, Instagram & Pinterest, as well as signing up for news via

FORMULA is an online boutique giving you versatile fashion from established & up-&-coming labels.

Founded by two people who kept hearing the same comments from friends who were looking for versatile clothing that could be dressed up or down. Brands that were either classic or contemporary in style that they could combine together whenever they wanted. Often having to source their shopping from various locations and running out of time to reach all the great new labels out there. 

At FORMULA the team have handpicked a selection of wearable pieces, from established brands such as Mother Jeans and See by Chloe to exciting emerging labels, Veja and Won Hundred. Offering a 'work to weekend' edit with items that can be interchangeable; modern classic staples that can be worn with contemporary style pieces.