Anomaly Takes Stake in Fashion Retailer Lyst as Part of Entrepreneurial Partnership

A few months into its relationship with fast-growing online fashion retailer Lyst, Anomaly has entered into a long-term business partnership flexing the full range of its marketing muscles.

Foregoing the traditional 'fees for service' model, the agency is banking on the collective ability to drive exponential value and share in it.

Carl Johnson, Anomaly Founding Partner and Global CEO, 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."

Anomaly will be taking advantage of several of its offices including London, New York and, in the future, Shanghai.

Christian Woolfenden, Lyst CMO said, "There is a hunger and entrepreneurial drive you can feel in Anomaly that you don't normally get in an agency. Selfishly, I want to take advantage of it."

Lyst CEO and Founder Chris Morton added, "We win, they win. We lose, they lose. It's as simple and powerful as that."