The Aphrodite website, previously, now redirects consumers to the Flannels site, which is a luxury retailer also owned by Frasers Group.

Writing on LinkedIn, Aphrodite’s e-commerce manager Mark Logan said the Aphrodite website had “ceased trading”.

Frasers Group declined to comment but it did confirm to Just Style in April that it had acquired the retailer.

Founded in 1994, Aphrodite ran a store in Sunderland, UK but had also sold clothing globally through its website since 2007. The retailer sold menswear from brands including Paul Smith, Commes des Garcons, The North Face, Polo Ralph Lauren and Barbour.

The closure of Aphrodite follows shortly after the collapse of luxury online retailer Matches in March 2024, which came just a few months after Frasers Group purchased the retailer in a £52m ($65.8m) deal in December 2023.

In a statement at the time, Frasers Group said Matches had “continued to make material losses” despite Frasers Group’s support and the brand’s management team attempting to find ways to “stabilise” the online clothing platform.

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At the time, Alice Price, apparel analyst at GlobalData, said the news suggested Frasers had underestimated the scale of investment and time required to turnaround the Matches business.

In April 2024, Frasers Group announced plans to acquire Dutch sports retailer Twin Sport Holding, with ambitions to become the “number one” sports retailer in Europe.