Retail expert acquires North East fashion business in "significant" six-figure deal

A North East fashion business has announced that it has been acquired for a “significant” six-figure sum.

What About This (WAT), an ecommerce fashion company based in Sunderland, has been purchased by David Quinn, former managing director of Fenwick, current CEO of Pink Boutique and director and founding chairman of NE1.

WAT, which was set up in 2018, was previously part of The Office Rocks. The online store has seen “impressive” growth over the past three years and focuses on providing curated ranges of clothing and accessories for women.

David Quinn commented: “I’m delighted with the acquisition of WHAT ABOUT THIS, which is a real success story for the region. I’m a passionate advocate for North East business and I look forward to channelling my expertise into the business to support the team and further develop the brand.

“The strength of WAT’s retail offering is underpinned by a skilled and motivated team, with a strong focus on customer engagement. I’m thrilled to be working with the team as we start a new chapter for the business and build on the strong foundations Laura and the team have laid. As a team, we are hugely excited for the future.”

Laura Middleton, managing director at The Office Rocks, said: “What About This has been a large part of The Office Rocks family for the last two and a half years and we’ve given it our all to turn it into the successful business it is now.

“We’re absolutely delighted that David spotted its potential. David’s extensive experience, ambitious plans and his desire to grow the business in the North East made him the perfect buyer.

“We are delighted that the full team have remained in place, and that the transition has, therefore, been so smooth. We were all determined that our customers would see no disruption whatsoever.

“I was thrilled to be asked to remain involved with WAT, offering my expertise as a marketing consultant, since the acquisition, and have therefore seen, at first hand, David’s exciting plans to develop WAT come together. WAT will always hold a special place in my heart and we can’t wait to see what the team achieve next!”