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So Farfetch Away

jose neves farfetch
Farfetch C.E.O. José Neves is under the gun to restructure the business under Coupang’s guidance, and come out on the other side or risk losing it all. Photo: Horacio Villalobos/Getty Images
Lauren Sherman
January 15, 2024

Last week, executives from Coupang, the Seoul-based e-commerce company that bailed out Farfetch in December, paid a visit to the luxury marketplace’s headquarters in the glossy Bower building on Old Street, the onetime epicenter of London’s tech scene. Silicon Alley, it is not, and Silicon Valley, it never was. At one point, though, when Google’s British headquarters were also on the traffic circle, across the way from Farfetch, they called it the Silicon Roundabout.

But back in 2016, Google moved down the road to King’s Cross, closer to the City. Then Brexit happened. Then the pandemic. In 2021, Alphabet, as it’s now known, closed down its remaining operations on the traffic circle. Meanwhile, Farfetch moved into The Bower just as Google was heading out.