Welcome to Lateralcorp.com

lateral |ˈlatərəl; ˈlatrəl| adjective acting at right angles to the line of motion.  

The above dictionary definition summed up the inspiration behind the way in which company founders Mark Selvey, Rachel Selvey and Tudor Thomas approached their lives both professionally and through the lifestyles they were involved in. This ‘ideal’ took on a more formal presence when, at the turn of the millennium, the trio founded Lateral Corp. 

Lateral’s goal was clear from day one - to become the UK’s leading marketing and brand builders through unique thinking and careful brand partnership selection, all the while travelling on a tangent to conventional marketing philosophies and beliefs.  

Embracing the unconventional and fuelled with a desire to challenge all existing marketing methods, word of Lateral’s inception spread quick and fast and it wasn’t long before Lateral found their first partnership - Swedish street-fashion brand WeSC. A young brand at the time, WeSC shared similar views and vision to Lateral’s core concept and naturally the alliance blossomed.   

With the group’s passion for success and their continued ‘lateral’ thinking, the business began to grow at an astounding pace. The spare bedroom office and cow-shed warehouse were soon traded for purpose built offices and showrooms to facilitate the companies ever expanding staff. Lateral found themselves inundated with proposals from brands hungry for the same unique representation within the UK market that WeSC was enjoying. Holding out however, they waited to work alongside only those brands they felt would fit and understand the Lateral philosophy perfectly  - a slow process but one the founders knew would be key to the company’s success and longevity. In time the likes of Keep shoes and Sabre eyewear all became successful additions to the Lateral brand portfolio.  

With 2007 came a decision from the founders that now was the time to start the second stage in Lateral’s evolution, a progressive ‘jump’ that would enable the company to move forward to much higher levels without restraint. And so the search for investment began.   

The search for a suitable candidate was a long and arduous task but eventually, 12 months later, the right person was found - the investor was none other than Deborah Meaden (of Dragon’s Den fame). Like all the brands that work with Lateral, Deborah too had a true and very clear understanding of Lateral’s aims, objectives and fundamental business strategies. Her financial involvement with Lateral immediately opened doors previously closed shut by tight budgetary constraints that inevitably come with the steep growth curve that the company had continually experienced.  

Deborah’s expertise, experience and invaluable contacts also bought a further two individuals into the Lateral mix in the form of Douglas Cordeaux (design director Pepe jeans) and Raoul Shah (owner of world leading creative and communications company - Exposure).   

The building of a ‘dream team’ of people was always one of the corner stones of Lateral’s existence. From warehouse staff to the original founders, everyone who took on the mantel of being a Lateral person was the best in their field and bought to the table a previously unfilled position within the organisation. With the addition of three new key members of such high repute to this team, the future is bright.  

This expansion to the Lateral infrastructure has come at a perfect time as the company has now moved into showrooms and offices in London W1 and opened its first flagship store at 38 Carnaby st London with the second planned for early 2010, the Lateral way of thinking is about to become an even more widespread message.

For further information and media content please visit the press area within the Lateralcorp website at lateralcorp.com

CLICK HERE to Subscribe to our regular "The Word from Lateralcorp" EMAIL

http://twitter.com/lateralcorp