ATMF is delighted to announce the launch of a new initiative providing business-to-consumer retail opportunities for fashion brands based in Leicester. This programme has been created to help local designers and manufacturers access real retail environments, test product demand, and grow commercially without the high costs typically associated with physical retail.
Through a unique collaboration with Fashion-Enter Ltd (FEL), ATMF is providing Leicester-based brands with a London stockist opportunity at the FC Designer Collective store in Fonthill Road — one of the capital’s key independent retail spaces for emerging and ethically-led design.
This initiative forms part of the Leicester Forward funding contract supported by Leicester City Council, providing pathways for local businesses to scale, access new markets, and engage directly with consumers.
Speaking about the programme, Leyla Memhet, Retail Manager, said:
“It’s great to welcome brands from Leicester and it’s the first time we’ve had this initiative in the shop. This should really encourage all factories and brands to market their collections directly to consumers — it’s a far more profitable model for them and helps build stronger brand visibility.”
The first Leicester label to join the initiative is Atelier Macleod, an upcycled, zero-waste brand known for turning surplus textiles into elevated, contemporary garments. Further Leicester brands will be introduced in the coming months as the programme expands.
This collaboration marks an important milestone in strengthening Leicester’s fashion ecosystem — connecting manufacturing, design, retail and local economic opportunity.
More details on the next intake round will be shared shortly.
