Faction has years of experience scaling online businesses

Faction’s core mission is to accelerate online businesses. We do this through a variety of services ranging from hands on implementation through to helping founders source and secure funding for their next growth stage.

Over the years we have seen and personally built many types and sizes of businesses and understand how to increase customer acquisition, retention and lifetime-value on an implementational level.

Whether your bottleneck is marketing, conversion rate or day to day operations we will work hand-in-hand with your management team to bring about measurable uplift in your business.
Sometimes guidance and a reliable soundboard is worth its weight in gold. We have extensive experience in mentoring founders and helping Boards uncover challenges in their business.

Faction Digital are able to work with Founders and Boards to help advise on successful strategies to steer your businesses in the right direction for successful growth.

We all know cashflow is king however sometimes day to day cashflow is not enough to help you unlock the next big step in your business’ ambitions.

Due to Faction Digital’s active investment in start-up & high growth e-commerce businesses we are well equipped to sculpt the perfect financial model, pitch deck and introduce like-minded investors to help you accelerate your ambitions.

The Team


Aaron Chatterley

Aaron co-Founded Europe’s largest online beauty retailer feelunique in 2005. The business now turns over more than £100m p.a. selling more than 500 top beauty brands to over 100 countries. Having recently led a partial sale of the business to Private Equity he remains a shareholder and board member.

Aaron is an active fund raiser, investor and advisor in many tech and disruptive businesses including Urban, Zyper, TheFoodMarket, GardeningDirect.com, Electric Hair and Curlsmith. He is also a Non-Executive Director with Digital Jersey and Jersey Post.

He was voted one of the 50 most powerful people in Online Retail for 2014 by Retail Week, IoD Director of the Year for a Large Organisation 2013 and finalist in the UK Ernst & Young Entrepreneur of the Year 2012. He is also a member of Founders Forum and Founders Pledge.

Dave Edwards

Dave has run his own consultancy for the last 6 years, developing digital product roadmaps for consumer businesses and helping medium sized ecommerce businesses grow, manage their operations and efficiencies. Prior to this Dave worked for large media agencies helping grow some of the largest eCommerce businesses (e.g. adidas, ASOS, Nokia Global) and built the first UK agency-side Paid Social team.

He practices what he preaches and recently co-founded fetch.je, in Jersey – a hyper-local retail marketplace, set up at the beginning of lockdown, to help boost the local economy. Fetch drove over £250k in sales back to businesses, for free, in the first 2 months of operating and still continues after successfully selling the business to Jersey Post.


Richard Goulding

Richard has founded and invested in technology companies for the past 30 years. He is the founder of Play.com which after launching in 1998 quickly became the largest private online retailer in the UK and Europe, before being sold in 2011.

In 1993 he funded and helped set up MMI Ltd. which built one of Europe’s first online stores in 1994, developed BarclaySquare ecommerce with Barclays Bank plc in 1995 and went on to create Worldpay in 1997 which was sold to Royal Bank of Scotland in 2003.

More recently Richard has invested in and advised many technology companies including Ebury.com, Monese, Simbasleep

Karl Moss

Karl has spent the last 18 years actively running or consulting on a range of ecommerce businesses, including online retailers, ticketing and travel providers and most recently platform connectivity services. He can be plugged into the detail of operations, marketing and logistics, while also providing strategic leadership on growth and industry developments.

In terms of selling physical product, Karl can advise on techniques to enhance customer engagement and conversion, and on worldwide fulfilment and logistics. He also has a lot of experience dealing with global marketplaces and how smaller businesses can operate alongside and within them.

Richard Schiessl

Richard is an experienced hands-on operator with a background in music, technology, and retail with an intense eye for detail.

Co-Founder at feelunique, Richard had was responsible for operations, finance and technology, but had a deep understanding of every aspect of the business.

Currently sitting on the board as a non-exec of several private companies, including feelunique, he brings over 30 years of experience and insight around founding and growing businesses through to sale.


Great outcomes are built on long term relationships and understanding.


We would love to hear more about your business, challenges and look to work with you to build brilliant results.