Anomaly invests in Lyst

Agency Anomaly, which has offices in London, New York, Toronto, Amsterdam, and Shanghai, has acquired a stake in online fashion retailer Lyst.

Financial details of the deal were not disclosed, just that the agency behind Lyst’s inaugural advertising campaign, had entered into a “long-term business partnership” with Lyst.

As part of the deal, the company will cease to charge the retailer fees for its creative service, instead “banking on the collective ability to drive exponential value and share in it”, a statement confirmed.

Anomaly founding partner and global chief executive officer, Carl Johnson, said: "We believe in the leadership, the business and the potential for significant growth at Lyst. We also believe in ourselves. This is an exciting and appropriate deal structure for the changed times we all live in."

Lyst chief executive and founder Chris Morton, added: "We win, they win. We lose, they lose. It's as simple and powerful as that.”

London-based Lyst, which partners with fashion designers and stores globally to provide people with a personalised way to discover and shop for fashion, appointed Anomaly as its global ad agency last year, resulting in a multi-channel campaign featuring tongue-in-cheek headlines highlighting popular Lyst searches.

Anomaly other clients include Converse, Nike, P&G, and Unilever.

Image: Lyst