London Frock Exchange launched Today we launched The London Frock Exchange which is a joint project between Fry-IT, Charlotte Davies and Sarah Caverhill

Elevator sales pitch: Unlike other clothes swapping sites, with Charlotte, Sarah and Rani as an expert hub in the middle you don't swap straight across; no you swap one frock in and can choose a frock (of equal value) from the pool of frocks.

Fry-IT is co-founding this venture and hope it'll make us billionaires by the end of the year (They take a small admin fee of £25 for sending you a frock back but sending it in is free with freepost). It's been great fun to work on it over the last couple of months as it means we (Fry-IT is a all-male highly technical company) have had to learn about sizes, body shapes and trying to learn how a female web audience thinks. The ladies have done a great job of seeding it with lots and lots of frocks all of which you can wear in a matter of days if you just swap one of equal value in first. Enjoy!



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