Image courtesy of Chalk; E: info@chalkuk.com wholesale.chalkuk.com
Feels like summer
Buying season is now in full swing with fashion trade shows and events taking place around the country. With the summer sunshine finally making an appearance, many indie owners are feeling optimistic for SS25 and suppliers are reporting confident orders so far.
Caroline Ekström, founder of Oldstrom Agency, says the team is on track for its “best season to date.” Boasting 16 beautiful European brands on its roster, indie retailers have been buying into special premium pieces from the likes of Dea Kudibal and Savannah Miller’s new label Vivere. “Buyers are more open to new brands this season and are also welcoming a sharper price point,” she reveals. Turn to page 28 to read more on what to expect when visiting its Shoreditch-based showroom.
If you haven’t yet sourced all the products and brands you were hoping for this season, next month’s Moda at Autumn Fair offers another opportunity to discover new fashion and accessories. Turn to page 38 to find out what to expect at its upcoming edition.
Elsewhere in this issue we interview Velvet founder Emma Draper, who has been running a successful retail business in Brighton and Hove for almost 25 years. Originally opening
a small homewares shop with mum Iris in the year 2000, the business has grown into an epic 2,800sq ft physical store stocking affordable womenswear (and soon-to-be menswear) too. On pages 57-61, the founder reveals the story behind its enduring popularity as well as why she’s made a very conscious decision not to sell online.
Finally, if haven’t had chance to enter the Boutique Star Awards 2024 , the deadline has now been extended until Friday 23 August. There are 21 categories for retailers and suppliers to choose from while entering is free and straightforward (find out more via boutiquemagazine.co.uk ). The short-list will be announced at the end of this month while the winners will be crowned at a glittering awards ceremony at London’s May Fair Hotel on Thursday 7 November.
We hope to see you there!
Gemma Ward, Editor
Follow us on Instagram @boutique.magazine and X @boutiquemag
Fashion Fix
Boutique Star Awards 2024 entry deadline extended
The entry deadline for the Boutique Star Awards 2024 has now been extended until midnight on Friday 23 August.
Now in its fourth year, the competition includes 21 different categories for independent retailers and suppliers to enter. Taking part is free of charge and businesses can submit an entry for as many categories as they’re eligible for.
Following the success of last year's glitzy awards ceremony, this year’s winners’ party will return to London's May Fair Hotel on Thursday 7 November for an evening of fun, glamour and industry celebrations.
The Boutique Star Awards is the only competition of its kind in the UK and celebrates the success and dedication of the best independent retailers, agents and brands in the business.
Awards include Fashion Independent of the Year, British Brand of the Year, Newcomer, Sustainable Brand of the Year and Lifetime Achievement.
Meanwhile, new categories added for 2024 include Independent Employer of the Year to celebrate retailers putting a strong emphasis on supporting their teams; Store Design of the Year for independents with outstanding
interiors and Shop Window of the Year to highlight retailers excelling at creative visual merchandising. For brands and suppliers, there are three new awards for Footwear Brand of the Year, Jewellery Brand of the Year and EPoS Provider of the Year.
Those on the shortlist receive money-can’t-buy marketing opportunities while the winners will also be presented with a beautiful glass trophy and covetable “award-winning business” status.
To be in with a chance of winning, retailers and brands are asked to write a short synopsis of their business and provide supporting evidence. Entries will undergo a preliminary round of judging and the shortlist for each category will be announced at the end of August. A panel of judges, which includes Sunday Best founder Jan Shutt, fashion agent Diane Sykes, retail strategy consultant Catherine Erdly and Bira’s Andrew Goodacre, will meet in London to discuss the finalists and decide the ultimate winners.
Tickets for this year’s winners’ party cost £195 (special early bird rates also available until 16 August) and include a three-course dinner with wine; contact E: julie@ bpmedialtd.co.uk for more information.
WINNERS’ PARTY 2022
SS25 buying season gets underway at Pure London x JATC
Buyers from leading indies including Sass and Edge, Pamela Shiffer and Javelin attended Pure London x JATC at Olympia this season to uncover the latest collections and retail insight.
While still notably smaller than Pure London’s standalone events held before the pandemic, the combined three-day show offered a strong line-up of new and lesserknown collections for buyers to discover.
This season saw an array of brands making their show debut, with buyers commenting on the breadth of emerging designers and “overall freshness of the show.” Its wellcurated seminar programme was also popular, offering visitors free business advice and inspiration through panel discussions, catwalk shows and keynote speaker sessions.
Highlights included a discussion on the future of sustainable fashion with Nobody’s Child founder Andrew Xeni, a masterclass on selling on TikTok shop by the platform’s fashion merchant growth lead Maddie Forman and a trend
forecasting presentation by Trendhub.
“The show has been very well-received, with buyers commenting on the vibrant atmosphere and extensive range of new collections,” says event director Gloria Sandrucci. “Both exhibitors and visitors appreciated the well-curated seminar programs. The catwalks have been extremely popular for previewing upcoming trends, creating a sense of optimism and excitement about future trends and innovations.”
The next edition of Pure London x JATC takes place from 9-11 February 2025 at Olympia Events.
Retail fraud cases soar by 545 per cent
New data reveals UK businesses have already lost £5.4 million to retail fraud in the first six months of the year.
According to the NFIB Fraud and Cyber Crime Dashboard, retail fraud cases – which includes criminals returning stolen goods or switching price tags – rocketed by 545 per cent in the first half of 2024 compared to the same period last year. Its findings reveal there were over 1,300 reports of retail fraud from January to June, equating to over seven new cases every day.
The data shows that May saw the highest number of reports of retail fraud with 285 cases, followed by 252 reports in March. Limited companies saw the highest levels of retail fraud (598) compared to 259 cases reported by PLC firms.
Dojo, which specialises in payments for enterprise and independent businesses, is warning
business owners to vigilant to try and minimise financial damage. In a recent survey it found one in five indie retailers “find technological acceleration challenging”. Meanwhile, it said small businesses tend to build closer relationships with customers that fraudsters could try to exploit.
Chief information security officer Naveed Islam comments: “It’s strongly recommended that businesses implement a returns policy that requires refunds to be made to the same card that was used for purchase. Businesses should also ask customers to provide original receipts for returns and exchanges while setting a timescale for when they must be returned. Another step is to implement ID verification when customers try to refund items, as this will help businesses track patterns and detect fraudulent behaviour.”
Buyers flock to “biggest ever
edition” of Harrogate Fashion Week
Harrogate Fashion Week (HFW) hosted a “sell out” show earlier this month with hundreds of brands presenting their latest lines inside the spa town’s Convention Centre. Buyers could browse new collections from British and international exhibitors across four airy halls - creating the largest showcase of fashion and accessories in the north of England.
Key brands included returning favourites Pomodoro, Foil, Sahara, Bariloche, Nomads, Olsen, Dolcezza, Lily & Me, D.e.c.k.by Decollage, Vilagallo, Rino & Pelle and the Godske Group. They were joined by new exhibitors such as Betty Barclay, Apricot, Peter Kaiser, Saint James and Joe Browns. Occasionwear was also strong this season, with leading brands such as John Charles, Lizabella, Richard Designs and Luis Civit showcasing their new collections.
Organisers hosted a daily ‘happy hour’ at its Prosecco Bar offering free drinks for buyers while there was a drinks party for exhibitors on the Sunday evening. On the Monday after the show closed, industry insiders also attended a ticketed celebration in The Conservatory, which included a drinks reception, three-course dinner and dancing until late.
Now in its eleventh season, HFW is a popular sourcing destination for fashion independents from across the UK and Ireland.
The next edition of Harrogate Fashion Week takes place from 2 – 4 February 2025; harrogatefashionweek.com
Exhibitors and retailers praise latest edition of Scoop
Buyers were transported to the 1930’s French Riviera last month for the SS25 edition of Scoop. The premium fashion trade show, curated by founder Karen Radley, returned to Olympia West for three days with an overarching ‘Here comes the sun’ theme.
The venue was transformed into an “idyllic summer spectacle” showcasing vibrant womenswear, resortwear, accessories and homewares. Visitors were greeted by an Instragram-friendly entrance complete with a feature wall showcasing the show’s summerseason vintage art illustration.
Inside there was an antique sailboat adorned with flowers while the theme continued upstairs with floral displays, art deco style chandeliers and decadent wallpaper.
Buyers were able to browse the latest collections from a curated edit of 250 premium brands including Minnessak, Mi Bolsa London, Dr Bloom, Dream Catcher, Vivere, Indi & Cold, Scarlet Poppies, Isabelle Blanche, Kate Sheridan, Emin + Paul, Diadora and Lastelier.
This seasons’ show attracted buying teams from leading independent retailers such as Ediit, The Hambledon and Domino. “The show had a good buzz, and it was busy,” says The Dressing Room’s Deryane Tadd. “It was great to catch up with existing brands and also see some newness. The theme, detail and decor were gorgeous.”
Exhibitors were equally positive about their experience, praising the show for its strong flow of buyers, beautiful styling and overall edit. Savannah Miller, owner of Vivere, said: “Scoop has been really good for us. The collection’s been really well received - we’ve got some great orders and interest already, which is very exciting for us. We really like the show; it’s aspirational and it feels like a real privilege to be here.”
The next edition of Scoop takes place from 9 – 11 February 2025 at Olympia West.
New report reveals need for online retailers to improve returns process
New research compiled by ParcelLab and e-commerce fulfilment firm Salesupply has highlighted a disconnect between leading online retailers and shoppers when it comes to online returns.
Its newly published UK’s Top 100 Retailers’ Post-Purchase Secrets Report 2024 reveals that nearly a third of the businesses scrutinised (28 per cent) don’t offer free returns. It also reveals that communication during the returns process is a key failure, with 40 per cent not keeping their
customers informed about each order’s return status.
According to the report, almost half of leading online retailers in the UK take more than a week to process returns, with an average refund time of eight days. The majority (64 per cent) offer a return cut-off period of up to 30 days while 21 per cent allow up to 14 days and 15 per cent offer more than 30 days. Homeware retailers have the most generous average returns period of 73 days followed by DIY (42 days) and fashion (41 days).
Boutique barometer
SALES
JUNE 2024 (VS JUNE 2023) -9.88%
These figures represent findings from a cross section of independent online and bricks-and-mortar retailers around the UK. Total stock management and EPoS provider Top to Toe has compiled this industry index to offer Boutique readers an insight into what’s happening on the high street and online. Tel: 0203 376 5888 E: info@toptotoe.com Toptotoe.com
“These report findings underscore a critical need for UK retailers to rethink their returns management strategies,” says ParcelLab CEO Tobias Buxhoidt. “This is a critical step to create an improved post-purchase experience for the consumer, building stronger customer trust and loyalty, which will ultimately drive repeat business. By addressing inefficiencies in returns processes, such as communication gaps and lengthy refund times, retailers can significantly enhance their service and increase customer loyalty.”
Online fashion retailers involved in the study include River Island, New Look, Office, Radley, Phase Eight, Boden, Far Fetch and French Connection.
Read the full report via parcellab.com + 2.01% + 0.96%
Eco chic
SUSTAINABLE PRODUCTS AND BRANDS
Fresh ‘fits
Now available to order for SS25, by basics has introduced a merino bubble wool fabric in seven styles and three colourways. The Danish slow fashion brand has also added fresh designs to its popular merino wool range, including a cute knitted polo (pictured). All of the brand’s pieces are made to order and buyers can mix and match styles to suit their individual customer base. £POA; bybasics.com
Cherry on top
Created by London-based Norwegian designer Marianne Mjaaland-Lewis, new underwear brand Zeus in Oslo combines cool Scandigirl styling with certified eco fabrics. Its hero Aphrodite Bralette comes in a range of fun motifs - from cherries or hearts to flowers and lightning bolts. £POA; E: info@zeusinoslo.co.uk
Green piece
Crafted in recycled polyester made from plastic bottles destined for landfill, Kind Bag’s waffle textured Crossbody Bag is on-trend and good for the planet. £POA; E: hello@kindbag.co
Sustainable summer
Norwegian label Høst and Vår creates bold, feminine and colourful garments in luxurious sustainable fabrics. Its latest collection includes pretty organic cotton dresses boasting quality craftsmanship and full supply chain transparency. £POA; E: info@hostandvar.com
Work it out
The brainchild of dancer-turned-influencer Danielle Peazer, Lavetta offers a capsule range of ethically made premium gymwear crafted in sustainable materials. Key pieces include recycled nylon and Lycra leggings and bras as well as organic cotton oversized t-shirts. £POA; E: hello@la-vetta.com
Truth or dare
Part of Pom Amsterdam’s NOS range, this 100 per cent cotton Dare sweater features an embroidered slogan and oversized fit. Wear layered over shirts or with dresses on cool autumn days. £POA; pomamsterdam.com
Feel the heat
Handmade in Denmark, Pilgrim’s retroinspired sunglasses feature modern unisex frames and carefully considered materials. £POA; Tel: 00456 333 333 E: b2b@pilgrim.dkcom
Boutique loves…
SHOW-STOPPING FASHION AND ACCESSORIES TO TEMPT SHOPPERS
Holiday heaven
Take a bow
Add a finishing touch to outfits this season with an oversized Scandi-girlstyle hair bow. This responsibly sourced cotton version by Nobody’s Child features an easy-wear clip to suit every hair type. £POA; E: juls@justagroup.co.uk
Created by fashion designer Savannah Miller, new ‘quiet luxury’ label Vivere is now available for boutiques to stock via Oldstrom Agency. Its SS25 range includes modern and functional premium pieces – from cool cotton separates to stylish denim. £POA; E: lucy@oldstrom.com
Fringe benefits
Elevate outfits this AW24 with Munthe’s leather emblem boots. Featuring an elegant heel and statement tassels, they’ll look great styled with miniskirts and midi dresses. £POA; E: hlm@munthe.com
Get shorty
Throwing shade
Inspired by Italy, Borsalino’s SS25 collection includes luxe sun hats crafted in the finest Ecuadorian toquilla straw. £POA;E: showroom@borsalino.com
Undercover agent
Made using GOTS certified ribbed organic cotton, Nudea’s first ever bodysuit features a popper fastening and split strap design that’s perfect for layering. £POA; E: info@nudea.com
THIS MONTH’S STANDOUT WOMENSWEAR AND ACCESSORIES
Rainbow bright
Offering a modern update on a classic Breton, Saint James’ premium quality striped cotton tops are a summer holiday essential. Pair with tailored trousers or shorts for an effortlessly chic look from early spring through to autumn . £POA; book an appointment to view the SS25 collection in Islington until the end of August; Tel: 07539 228 041 E: marc@doublehagency.com
A key trend this summer, demand for Bermuda shorts is expected to rise in SS25. Get ahead with Selected Femme’s wide-leg denim versions crafted in organic cotton and hemp. £POA; bestseller.com/b2b
Sports luxe
German footwear brand Peter Kaiser’s SS25 collection includes elegant footwear styles boasting feminine details and quality craftsmanship. £POA; peterkaiser.com
“SS25 will likely be our best season to date”
CAROLINE EKSTRÖM IS THE FOUNDER OF OLDSTROM AGENCY IN SHOREDITCH
First launched in 2015, London-based Oldstrom Agency is the brainchild of Caroline Ekström. It began by introducing Danish label Dea Kudibal to buyers, which remains on its roster today. While initially focusing on beautiful Scandi brands, it has now diversified into representing 16 European womenswear labels while earning a reputation for its curated edit and lasting relationships. Here the founder talks new brands, SS25 trends and renewed industry optimism...
Which brands does Oldstrom Agency represent in the UK?
Our portfolio covers all categories from womenswear, jewellery and accessories to outerwear and footwear. Our Danish brand Dea Kudibal grew in popularity for its patterned stretch-silk garments, but has now expanded into a full readyto-wear range. French brand Valérie Khalfon, meanwhile, offers beautifully unique and colourful resortwear whereas Italian label Mei MeiJ is very cool and contemporary, with a focus on details. We also represent Swedish jewellery brands Caroline Svedbom and Edblad Jewellery. The need for premium waterproof outerwear is met by our Norwegian brand BRGN while Kennel and Schmenger offers high-quality footwear. Elsewhere our roster includes Isabelle Blanche, Vivere, Glas Eyewear, Bitte Kai Rand, Sand Copenhagen, Campomaggi, Van Kukil Cashmere, Karl Donoghue.
What are you best known for as an agency?
Oldstrom specialises in premium brands with a unique product offering. We are also known for our wonderful team and the great
relationships we have forged with our customers. At Oldstrom, we believe trust is the foundation for healthy working relationships and business growth. The team puts customers at the forefront, offering invaluable advice and support throughout the season. I believe the makings of a good agent are honesty and understanding the customer, which builds trust and mutual respect.
Why did you choose Shoreditch for the location of your showroom?
We love the creative vibe of Shoreditch and the central location is easy for customers to travel to. When buyers visit, they can expect to be offered refreshments and given a full tour of our brand portfolio over three floors. During the appointment, the sales team will use their knowledge of the brand and current retail market in conjunction with the buyer's previous selling experience to make the best suggestions for future orders.
Have you introduced any new brands for SS25?
In response to the ever-evolving market, we have expanded our portfolio with two exciting new ready-to-wear brands for SS25. Firstly, we are delighted to introduce Vivere by Savannah Miller. This brand embodies the current market’s demand for an affordable yet premium everyday wardrobe options. Its emphasis is on minimalism and investment pieces, striking the perfect balance between style and practicality. Our second addition is Italian brand Isabelle Blanche Paris, which infuses rock ‘n’ roll with Parisian chic to create a unique and contemporar y DNA. Known for its
detailed embellishments, this brand offers distinctive pieces for accessible price points.
What has been selling well this season?
Buyers are open to new brands for SS25, and are also welcoming a sharper price point. Both Valérie Khalfon and Vivere have done phenomenally for us so far. Vivere has secured interest and orders from over 40 stockists, which is a fantastic result for their first season. Special pieces and dresses in particular continue to do well for us.
How
optimistic are you feeling about next year?
It looks like this will be our best season to date as we continue to grow and evolve the agency. Our core business is in the boutique market and our customers never cease to amaze us. They are incredibly hardworking and close to their businesses and customers. The first half of 2024 was incredibly hard for all retailers, which was mainly due to the nonarrival of spring weather. But we hear things have improved since June following both the election and more recent interest rates cut. We have already seen quite a few reorders on AW24 collections, which is also a very positive sign that things are moving in the right direction.
dates and show venues near you please visit www.godske.com/g-en/trade-shows
Sunshine ready
KEY PIECES FROM LILY AND ME’S STYLISH AND SUSTAINABLE SS25 COLLECTION
From crisp spring days to balmy high summer, Lily and Me’s SS25 collection covers every new season buying need. Each piece is designed in-house at the brand’s Gloucestershire studio and then made conscientiously and responsibly at its own factory in Nepal – making it the ideal range for conscious shoppers. Choose from five key capsules incorporating pops of colour and grounding neutrals, sustainable tactile fabrics and timeless silhouettes. Here are some of our favourite picks…
SAGE SEREN JACKET IN STRETCH
COTTON TWILL
SEERSUCKER SAVANNAH SHIRT WITH DRIFT TROUSERS IN OCEAN
ROSE TRELLIS PRINT ORGANIC COTTON SHELL VEST
ORGANIC COTTON DOBBY ZOE BLOUSE IN AVELINE PRINT
FAUNA PRINT WEEKEND DRESS WITH SEERSUCKER SAVANNAH SHIRT
ECOVERO LENZING LEONI DRESS IN ROSE TRELLIS PRINT WITH OATMEAL KNIT AELIA TANK
Mood boosting colours and prints! Inspired by textures in nature, our SS25 collection introduces a multitude of new fabrics that celebrate our love of textiles. Build tactile outfits to carry your customer from the early days of Spring through to high Summer.
orders@lilyandmeclothing.com
Crowd sourcing
GET READY FOR RETAIL’S GOLDEN QUARTER WITH A TRIP TO MODA AT AUTUMN FAIR
With a host of new brands set to unveil their latest ranges, September’s Autumn Fair promises buyers an injection of trend-led seasonal newness during retail’s peak buying period. Show visitors will get the first look at over 500,000 groundbreaking launches across 10 definitive sectors within NEC Birmingham’s colossal halls. As well as the hundreds of leading brands that are returning to the show, over 25 per cent will be new this season while over 30 per cent are exclusive to Autumn Fair.
Located within the show, Moda is an established destination for sourcing the latest clothing, footwear, fashion accessories and jewellery. Buyers can uncover the latest trends and styles from creative designers, leading brands and up-and-coming names.
Joining the line-up for the first time this season is fashion wholesaler Nova of London, offering a huge range of dresses, separates, denim and outerwear. Visitors will also discover Yumi womenswear, Hug Leggings and Amazing Woman as well as Beau Moda Collections, Coalesce, Continental Textiles, Cottonreal, Decollage, Saloos, Goose Island, Jessica Graaf, Sunco Knitwear and Lighthouse Clothing.
Meanwhile, Moda’s growing fashion accessories sector offers the latest trends and styles from creative brands such as Soruka, Berber Leather, Black Yak, Reevo, Earth Squared, Fat Giraffe, Gemjar, Miku Jewellery, Mala Leather, Icon Watches, Das Impex, Nova Leathers, Passion Accessories, MSH, Redbrick and many more.
Luggage is another growth area for the show, and buyers will find both practical and stylish options with a range of trend-led suitcases, sporty backpacks, formal rucksacks and stylish tote bags. Exciting new brands such as Miku, Wholesale Alba, LuggAway and The Bali Collection will also make their show debut, promising an and innovative showcase of new exciting products and trends.
As well as clothing and accessories, Moda’s jewellery and watch sector brings together the best in fine jewellery, silver jewellery and fashion jewellery. Buyers will also be able to browse a dedicated area for jewellery creation offering precious and semiprecious stones, jewellery components and design
services. Look out for key brands such as Amber Hall Jewellery, Gold Trip, The Sea Shed, D&X, Annabella Moore, Big Metal and Bluelily925silver in addition to Clementine Jewellery, D&X, Eliza Gracious, Jackie Brazil, Midhaven, Siren Silver, Spoke 925, The Old Farmhouse Jewellery, Maudella, Silver Art London, Miramira, Miku Jewellery and Victorian 925 Silver.
The next edition of Moda at Autumn Fair takes place at NEC Birmingham from 1 – 4 September; register for free entry via autumnfair.com.
EDBLAD
Hot new drops
MUST-SEE COLLECTIONS TO INSTANTLY UPGRADE YOUR RAILS THIS AW24 AND BEYOND
CHALK
Best known for its muted colour palettes, tactile textures and timeless designs, British short order brand Chalk creates fashion and homewares to last. Its products are all designed in the UK and boast carefully chosen fabrics and quality craftsmanship. For AW24, its clothing collection includes a capsule of classic tailored styles - many of which are adjustable and one-size. Expect dresses, separates and knitwear in classic autumnal hues that can be paired effortlessly to create dreamy styling combinations. Inspired by its customers, hero pieces include wardrobe essentials such as the Darcy Pleather Pant and Heavy Denim Armelle Pant as well as a line of practical yet stylish outerwear. Elsewhere in this season’s homeware offering there are new fabrics, textures and colours across cushions, throws, hot water bottles, eye masks and door stoops. Showing at Autumn Fair (20E33) and Top Drawer (C29); wholesale prices range from £30 - £150 per piece while the minimum order is £400 (free delivery on all orders over £600).
Founded in Sweden in 2006, independently owned jewellery brand Edblad produces head-turning contemporary designs that transcend seasonal trends. When design duo Cathrine and Hans Edblad launched their first collection in 2006, their vision was to create high-quality timeless jewellery designs that empower the wearer. Today the duo’s collection includes classic jewellery staples in premium stainless steel with or without 14-carat gold plating as well as sterling silver. For AW24, traditional jewellery shapes combine with new and unexpected textures. Several collections within the series, such as Flowy and Lumi, update more traditional designs with new textures, sizes, and fits. Other styles in the collection reflect global trends, such as ear curation and statement jewellery, offering pieces that can be mixed and matched so shoppers can create their own unique look.
CONTACT: Tel: 07778 158 986 oldstrom.com
MISS MILLY
Inject colour into your AW24 edit with Miss Milly’s vibrant collection of resin and handpainted jewellery pieces and screen-printed scarves. This short order range is perfect for womenswear boutiques as each seasonal colour palette is created with fashion trends in mind. Its latest jewellery line combines traditional jewel tones such as royal blue, red, bright purple and teal with softer glacial blue, apple green and yellow. Green is still prominent in various shades as the brand nods to slower fashion and its philosophy of creating enduring classics. Hero pieces include the asymmetrical Iridescent Compilation Necklace with plain silvercoloured beads and blue-green resin alongside a Statement Elasticated Bangle available in five colourways. New materials and surfaces arrive in its hand-painted jewellery range, with a fresh textured paint style and crumbles of tiny gemstones. Elsewhere, the brand’s scarves collection features colours and prints that coordinate effortlessly with its jewellery. Showing at Autumn Fair (stand 7D54-E55); wholesale prices start from £3.75 for earrings and £5.75 for scarves while the minimum order requirement is £100.
Following their successful collaboration last year, Zsiska Jewellery is teaming up with Dame Prue Leith for the second time for AW24. The duo’s latest short-order range offers vibrant handmade resin necklaces, rings, earrings and bracelets across six different collections. Each colourful piece has been designed for strong and elegant women who want to stand out. Created by Dutch designer Siska Schippers in Thailand, 30-year-old brand Zsiska specialises in handmade resin jewellery inspired by art and nature. Its beads are poured, painted, polished, connected and packed by hand using a rare painting and coating process - making every piece a unique work of art. Showing at Top Drawer (129 and 135) and Autumn Fair; wholesale prices are around £20 per piece on average while the minimum order requirement is £300.
Capturing the optimism of summer perfectly, British brand Lily and Me’s SS25 collection offers wardrobe staples for crisp spring days through to sunny holidays. Buyers can expect sustainable dresses and separates in sustainable fabrics, striking hand-drawn prints and easy breezy shapes made ethically at its own factory in Nepal. Cosy knits in gentle hues sit alongside bold jacquard and textured woven coords. For high summer, bold bespoke prints and plain jerseys arrive in earthy tones of red, ochre, soft ocean, pink and green. Standouts include its Birch print linen Erica jumpsuit and organic cotton Aveline print Zoe blouse as well as its Sadie Vest and Greta Trouser coord. Wholesale prices are around £18 per piece on average while the minimum order requirement is £1,000.
CONTACT: Tel: 01452 207 766 lilyandmeclothing.com
TAIFUN
Blending bold colour with captivating prints, Taifun’s latest collection will bring joy to boutique line-ups. The label is best known for adding quirky twists onto staple pieces to create an exciting and unique collection. Bridging the gap between classic and contemporary, its design signature includes feminine tailoring, playful design details and flattering silhouettes. For SS25 its collection presents modern, easy-to-wear pieces designed to elevate everyday wardrobes. Fluid pleated fabrics, eco-leather and textured knitwear bring natural allure and character to the range while neutral shades with sky blue highlights, delicate pearls and lace details add femininity. New season standouts include Taifun’s signature feminine tailoring, playful summer knitwear, stylish co-ordinates and flirty feminine dresses. RRP prices range from £75 for tops and blouses and £220 for coats while there is no minimum order requirement.
MARINA V CAPTURES THE SPIRIT OF SUMMER IN ITS LATEST NEW SEASON COLLECTION
Parisian brand Marina V offers thoughtfully designed womenswear that is feminine, elegant and timeless. Designed for women who love high quality fashion and wearing the latest trends, it offers a versatile collection of pieces for every hour of the day. The label is renowned for its use of fine trimmings, specialist weaving techniques, crochet, fringing and jacquard fabrics, which add a point of difference to its garments. Each seasonal collection encompasses around 130 styles with the line split into
several stories. For SS25, the label’s collection includes easywear dresses in maxi, midi and mini lengths, pop bright linen separates, cotton knitwear and cool holiday cover ups. After establishing a solid reputation in France, Marina V is now expanding internationally with a growing network of distributors and agents across Europe. The brand offers a NOS programme in the autumn/winter season and limited stock during spring/summer. Showing now at Partners in Fashion, 35 Percy Street, London; minimum order requirement £1,500.
Colour crush
UPDATE CLASSIC NEUTRALS WITH MARBLE’S BOLD SIGNATURE KNITS
Br itish family-run womenswear brand Marble has unveiled its SS25 collection offering classic designs and colourways as well as bold statement styles. The range includes everyday staples in flattering shapes – from tropical print dresses and separates to timeless jumpers and cardigans. Knitwear takes centre stage this season with exciting new textures in numerous colourways that sit effortlessly alongside its statement prints. Buyers can expect bold colour combinations - including orange and pink, silver and pink, orange and toffee, cobalt and lime as well as khaki and pink –
alongside classic pieces in black, white and light grey. The collection is arranged in colour palettes to simplify buying and merchandising while there’s no stipulation on delivery dates, meaning stockists can receive their entire order in full or choose when specific products are delivered (minimum 40 pieces). Hero styles include its bomber knit with popper fastenings, two-toned twisted sweaters and cardigans, a metallic thread mix knit and printed dresses and skirts in various lengths. SS25 collection showing at Marble’s head office, via its network of agent – contact the brand directly to make an appointment.
Coastal comforts
INSPIRED BY SANDY BEACHES AND CHALKY COASTLINES, FAMILY-FOUNDED BRAND CHALK OFFERS BEAUTIFUL SHORT-ORDER HOMEWARES, WOMENSWEAR AND ACCESSORIES
Afirm boutique favourite, British fashion and lifestyle brand
Chalk specialises in chic clothing, homewares and beauty products inspired by the coast. The label is renowned for its use of muted colours, beautiful textures, carefully chosen fabrics and highly commercial designs. Its products are all designed in the UK, with its team focusing on timeless styles, quality craftsmanship and key pieces that will take shoppers from season to season.
T he female-founded label first began life over a decade ago as a retailer in Margate’s Old Town. In 2017 it launched its first wholesale collection and began supplying independent retailers around the country.
Today its range is available to order for immediate delivery via its B2B website. For SS24, the brand’s collection includes a wave of new arrivals including its Sandy Cove scent bath and bodycare range encompassing Silky Oils, Velvety Scrubs and Luxurious Creams that bring the feeling of a spa to customers’ homes. Its Cove range, meanwhile, offers complementary clean-burning vegetable-based candles alongside a reed diffuser and room spray.
Chalk’s clothing line is also popular among boutique shoppers. The range includes classic tailoring pieces – many of which are adjustable and one-size - such as the loose-fit Diana Blazer, linen-mix Gwen Pant and voluminous Alice Shirt.
For AW24, Chalk is introducing new key pieces designed to wear on repeat. Each style effortlessly complements the other to create an easy-to-style capsule. Standouts include pleather pants, organic cotton loungewear, heavy denim, cosy knitwear and new outerwear. There’s also a sterling silver jewellery range alongside new bags, hats and scarves.
EDITOR'S PICKS
Elsewhere in this season’s homewares offering there are new fabrics, textures and colourway options across Chalk’s popular cushions, throws, hot water bottles, eye masks and door stoops. Finally, the brand is introducing a new satin nightwear range for autumn as well as two new Eau De Parfum scents.
S howing at Autumn Fair and Top Drawer; wholesale prices range from £30 - £150 per piece while the minimum order is £400 (free delivery on all orders over £600); orders are dispatched within 48 hours on payment of invoice.
1. LINCOLN LONG OBLONG CUSHION, 2PK £32
2. COVE LUXURY ROOM SPRAY, 6PK £42
3. LONG BOOT SOCKS, 3PK £25.80
Fashion Extras
GEMMA WARD PICKS OUT THIS MONTH’S BEST BAGS, BEAUTY AND ACCESSORIES
Sweet escape
Chalk’s new Pebble perfume is a bright and uplifting scent featuring a grounding sandalwood base with sweet notes of apple and lemon alongside floral magnolia and rose. 2pk £25; wholesale.chalkuk.com
Off the chain
Make a statement with Estella Bartlett’s gold-plated Chunky Chain Bracelet, best worn layered with colourful beads or dainty bangles. £POA; Tel: 0207 235 7723 E: sales@estellabartlett.com
Male order
Packed with natural ingredients, Barber Pro’s Anti-Ageing Sheet Mask energises the skin and helps increase hydration while reducing the appearance of dark circles, redness and fine lines. £POA; faire.com.barberpro
Green waist
Add interest to outfits this AW24 with Pom Amsterdam’s Lola belt. Its wide design features a bold buckle and matcha green leather sourced from the Netherlands. £POA; pomamsterdam.com
Heads up
Transition into autumn weather with ease via Selected Femme’s cosy 100 per cent wool cap, which has been crafted in a classic tobacco-brown colourway. £POA; bestseller.com/b2b
Easy on the eye
Made using recycled, biodegradable plant-based acetates, The Avantguard’s consciously reimagined Aviator frames are the perfect choice for stylish shoppers. £POA; E: dave@beachave.com.au theavantguard.com
Go with the flow
A statement style that will elevate any jewellery line-up, Edblad’s Flowy necklace features a liquidlike surface and adjustable chain. Available in gold and steel, £POA; Tel: 07778 158 986 oldstrom.com
Hands-free
Perfect for carrying the bare essentials, Pieces leather phone bag features a fold over buckle fastening to keep phones secure as well as a handy crossbody strap. £POA; bestseller.com/b2b
Matching pair
Featuring quality materials and craftsmanship alongside practical design, Peter Kaiser’s capsule bags collection offers styles that coordinate perfectly with its SS25 footwear. £POA; Tel: 07734 247 669 peterkaiser.com
Something special
Female-founded premium footwear brand Arklectic creates unique Moroccan-inspired shoes crafted in the finest materials. Expect bold patterns and unique details. £POA; arklectic.co.uk
Silver lining
Tutti and Co’s minimalist Echo Necklace will add understated drama to outfits this AW24. Style with heels and smart tailoring for maximum impact. £POA; E: helen@tuttiandco.com
New flame
Get ready for autumn with Harris of London’s Fall candle, designed to evoke sunny woodland walks and open roaring fires with refreshing notes of eucalyptus, amber and cedarwood. £POA; harrislondon.co
In the frame
With square-shaped oversized animal print frames, Numph’s retroinspired Nulaila sunglasses are the perfect accessory for sunny autumn days. £POA; E: mas@numph.dk b2b.numph.dk
Big finish
British brand Nobody’s Child has launched a range of accessories this season from practical canvas tote bags to Scandi-girl-style hair bows. £POA; E: juls@justagroup.co.uk
Safe keeping
Made in Somerset with meticulous attention to detail, Honey and Toast’s leather laptop Jester offers a safe and stylish solution to stash away tech and stationery. £POA; E: info@honeyandtoast.co.uk honeyandtoast.co.uk
Sound the alarm
Blending art deco-inspired design with modern functionality, Newgate’s Equinox alarm clock will bring instance elegance to bedside tables and bookshelves. £POA; newgatetrade.com
Statement piece
Made from recycled materials, Pilgrim’s gold-plated scrunch-effect hoops will add instant glamour to outfits this AW24 and beyond. £POA; E: b2b@pilgrim.dk
After dark
TURN UP THE GLAMOUR THIS AW24 WITH THESE TIMELESS PARTYWEAR BUYS
F rom sequinned accessories to slinky separates, these ultra glamorous eveningwear pieces will help shoppers feel extra special from dusk until dawn…
DRESS, DEA KUDIBAL, £POA
SLING-BACK SHOE, PETER KAISER, £POA
SEQUIN DRESS, PIECES, £POA
BLOUSE, DEA KUDIBAL, £POA
FLOWY BANGLE, EDBLAD, £POA
DRESS, MARC CAIN GLAM, £POA
FUSE RING, TUTTI AND CO, £POA
SUNNA DRESS, SAMSØE SAMSØE, £POA
BAG, SAMSØE SAMSØE, £POA
TIE-UP TOP, NUMPH, £POA
FRINGED DRESS, MUNTHE, £POA
BLOUSE, BY
BY MALINA E: lucy@thebrandambassadors.london, DEA KUDIBAL Tel: 07778 158 986 oldstrom.com, EDBLAD Tel: 07778 158 986 oldstrom.com, GOMAYE Tel: 0207 636 3063 godske.com, MARC CAIN GLAM Tel: 07900 893 186 E: mc.agency.uk@marc-cain.com, MUNTHE E: hlm@munthe.com, NUMPH E: mas@numph.dk b2b.numph.dk, PETER KAISER Tel: 07734 247 669 peterkaiser.com, PIECES bestseller.com/b2b, SAMSØE SAMSØE E: vitus@samsoe.com, TUTTI AND CO E: helen@tuttiandco.com,
SATIN SKIRT, GOMAYE, £POA
COAT, MARC CAIN GLAM, £POA
CLEO
MALINA, £POA
Our showrooms are based 5 miles from the City centre of Manchester on the East Lancashire Road, within easy reach of surrounding motorways or a short taxi ride from Piccadilly Station. We have ample free parking directly outside.
We have a varied selection of international brands to suit all ages and budgets. If you would like to come along and view any of our collections or for more details, please do get in touch.
Warmest wishes from Amanda and the Team
DORIS STREICH
BARILOCHE
ORA CLOTHING
DORIS STREICH
TINTA
Down to Business
INSIGHT FOR FASHION INDIES
MICROSOFT EDGE
Working
smarter
etailing is harder than ever in 2024. This month we reveal how to boost customer loyalty among online shoppers while also minimising the risk of returns abuse...
Hey big spender
11 WAYS TO ENCOURAGE SHOPPERS TO BUY MORE ONLINE.
BY SHIPUP’S AGOP ASHJIAN
Keeping shoppers returning has become increasingly challenging for online retailers. However, a comprehensive post-purchase strategy can significantly improve retention and entice customers to keep spending. Here are 11 effective ways to turn every shopper into a loyal fan...
1. Get personal
Customise all your communications to each customers’ preferences and needs. Sending personalised messages to shoppers following their purchases can help make them feel valued and understood, encouraging repeat orders. Recent research by Shipup found that a significant number of shoppers (72 per cent) are more likely to return to a retailer online if their experience is personalised.
2. Tracker upgrade
Invest in customised tracking pages hosted on your website for customers to view their online orders. To maximum sales potential, these pages should display promotional messages and product recommendations while maintaining a polished, branded appearance. This demonstrates your professionalism and can help drive additional sales.
3. Messaging service
Go beyond sending order confirmations. Use postpurchase emails to engage customers with upselling opportunities, personalised product recommendations and engaging content. Courir, a leading French sneaker brand, achieved a 60 per cent open rate for its postpurchase emails by adding personalised messagingthree times the industry average.
4. Perfecting promotions
Showcase irresistible promotions to shoppers during any post-purchase touchpoints such as tracking pages or email notifications. Highlight special offers, discounts or limited time deals to entice customers to make another purchase.
5. Text updates
Send real-time updates about each customer’s order status, delivery date and potential delays through SMS notifications. This direct and immediate communication keeps shoppers informed and reassured - increasing satisfaction and ultimately securing their return.
6. Great expectations
Likewise, notifications about shipping delays or delivery status changes are essential. Real-time SMS alerts manage customer expectations, maintain transparency and turn potentially negative experiences into positive ones. Up to 85 per cent of shoppers will actively avoid a retailer following a bad delivery experience.
7. Ask for feedback
Automate post-purchase customer feedback to gain insights and address issues promptly. Sending satisfaction surveys via email allows customers to rate their experience and provide comments, showing that their opinions matter and helping to prevent negative reviews.
8. Content with value
Send your customers content that aligns with their interests and past purchases. Include how-to guides, product care tips and complementary product suggestions in order tracking pages and notifications.
9. Courier control
Collect and analyse data from your customers and carriers to optimise the delivery experience. Use this information to negotiate better terms with couriers and tailor communications to meet your customers’ needs.
10. Easy returns
Ensure a seamless return process with clear, easy-to-find and hassle-free policies. Offer various return optionssuch as exchanges and store credit - to make returns run as smoothly as possible while retaining customer loyalty.
11. Community spirit
Leverage high-engagement post-purchase order tracking pages and email notifications to build a community. Encourage customers to share user-generated content on social media and include your social media handles in communications to foster a sense of community and turn customers into ambassadors.
A robust post-purchase strategy is crucial for retaining online customers in today’s competitive landscape. By implementing some of these tips, small retailers can enhance customer service, boost retention, drive repeat business and stand out in a crowded market.
Agop Ashjian is CEO at leading post-purchase experience tech provider Shipup; shipup.co
NICOLAS LADINO SILVA ON UNSPLASH
Unhappy returns
ONLINE RETURNS ABUSE IS A GROWING CONCERN FOR FASHION INDIES. HERE’S HOW TO MINIMISE THE RISK TO YOUR SMALL BUSINESS
It’s no secret that cases of online returns abuse are rising in the UK. However, some indie retail owners may be surprised to learn just how many shoppers are engaging in potentially damaging behaviour. I n a recent survey by post-purchase platform Loop Returns, over a third of consumers
admitted to abusing online retailers’ return processes. Common methods include wearing item s while planning to return them, claiming fully functioning products are damaged, returning an empty box or sending back a cheaper item in a product’s place or claiming a delivery hasn’t arrived.
MARKUS SPISKE ON UNSPLASH
S ome shoppers are even committing fraud by making purchases on someone else’s credit card then attempting to process a refund to their own account.
T here are many reasons behind this growing trend. During Loop’s survey more than one in five shoppers (21 per cent) admitted they wanted to keep an item but couldn’t afford to buy it. Of those polled who admitted to ‘wardrobing’ (wearing an item before returning it), over one in 10 (11 per cent) confessed to doing so “at least once every week”.
Retail cost
S eparate findings from GlobalData reveal that UK shoppers returned more than £4.1 billion worth of clothing bought online in 2022. Over the next three years, researchers expect that figure to rise by 16.7 per cent.
A further study found that return fraud accounted for a staggering $101 billion in total losses for retailers in 2023. This equates to retailers losing approximately $13.70 for every $100 worth of returned merchandise — and this doesn’t account for other unfavourable returns behaviours such ordering multiple items and only keeping favourites.
“ Return policy abuse and fraud poses an enormous challenge for retailers,” says Loop CEO Jonathan Poma. “While determining fit and size is important for customers, behind the scenes it is causing harm to retailers by contributing to higher return rates, operational challenges in restocking, and fraudulent activity resulting in damaging financial losses.
“Retail merchants are finding their profit margins under deep scrutiny in today’s environment, and there is a strong need to identify repeat returns offenders. But it’s a careful balance that retailers are trying to strike; merchants must both reduce the impact of returns fraud and abuse on their bottom lines while still retaining their best
customers and ensuring an efficient customer experience.”
Consumer motivations
Two common online returns behaviours that perhaps don’t constitute fraud are still having a significant impact on retailers’ profits. These include ‘bracketing,’ which sees shoppers ordering multiple items with the intention of returning their least favourites. Two-thirds of online shoppers (66 per cent) say this is something they take part in regularly when buying fashion, with 15 per cent admitting they’ve engaged in bracketing at least once a week.
F inally, ‘wardrobing’ is another big problem for retailers. Almost a third of the shoppers questioned in the survey (27 per cent) said they have used an item for a specific event and then returned it.
How to minimise abuse
S o, what how can retailers protect themselves from less damaging actions from shoppers? Here are some top tips:
1 : Set out an explicit returns policy (and add repercussions if necessary)
I n Loop’s survey, 91 per cent of online shoppers said they either always (33 per cent) or sometimes (58 per cent) review a returns policy before making a purchase. “This means outlining what is and what isn’t allowed in your policy can help minimise policy abuse behaviours,” says Jonathan. “Prominently displaying your return policies and practices on your website can also set clear expectations and guide customers toward more responsible interactions.”
Additionally, a third of online shoppers say if they had to pay a fee to make a return, they would be less likely to engage in these behaviours. “Consider offering free returns to loyalty programme members only,” he adds. “Paying a return fee may help dissuade more
casual fraudsters from misusing return policies.”
2 : Analyse patterns and identify repeat offenders
To effectively tackle returns abuse, Jonathan recommends evaluating prior customer behaviour and check ing for patterns of returns.
“If a shopper is recognised as engaging in return fraud, implement a system that means they will be unable to complete the process automatically in future and will need to communicate with the team first to ensure they can’t exploit the system,” he says. “Furthermore, when a customer starts the returns process, ask for feedback and analyse data-driven patterns to try and identify product issues. This information enables you to make necessary adjustments to product descriptions. With more accurate product information online, you can discourage the more harmless types of bad return behaviour.”
3: Emphasise the impact on your business and the environment
Among those shoppers who’ve never engaged in return policy abuse, 67 per cent say it’s because they felt guilt over potential ethical or moral concerns, 14 per cent cite fear of legal consequences, and 13 per cent worry about the impact on the business/retail industry. Additionally, over half of online shoppers (54 per cent) consider the potential environmental consequences either strongly or somewhat when deciding whether to make a return.
“ Independent retailers can leverage this insight by educating customers on the impact returns can have on your business and the environment,” says Jonathan. “By emphasising your brand values, the environmental consequences, and ethical considerations associated with making too many returns, you can encourage more responsible shopping behaviour and foster a sense of accountability among customers.”
Shop Talk INDUSTRY OPINION
Thinking big
Independent lifestyle store Velvet has been selling affordable fashion in Brighton and Hove for the best part of 25 years. Here founder Emma Draper discusses short-order buying, cultivating a brilliant team and her exciting expansion plans for 2025…
EMMA DRAPER AND GEMMA VAUGHAN, VELVET
Velvet crush
HOVE’S VELVET HAS BECOME A LOCAL INSTITUTION THANKS TO ITS MULTIPLE FLOORS OF INSPIRINGYET-AFFORDABLE FASHION BUYS.
GEMMA WARD MEETS FOUNDER
EMMA DRAPER TO DISCOVER THE STORY BEHIND ITS ENDURING APPEAL
Op en ing its doors in 2000’s Brighton, Velvet began as a fashionable alternative to the area’s dream-catcher-filled hippy shops.
The past 25 years have seen the popular lifestyle independent undergo a series of transformations – from moving to various locations around the city to pivoting from homewares and accessories into affordable fashion, too.
Today Velvet trades from a large 2,800sq ft unit on Hove’s bustling Church Road, which has been its home for the past 16 years. Its line-up attracts throngs of shoppers with its ever-changing selection of new trend-led fashion buys and eye-catching visual merchandising.
F or founder Emma Draper, who started the business with mum Iris Draper when she was just 25, its unwavering popularity is largely down to its competitive
pricing structure and exemplary customer service. “I think it works because we’re an independent selling inspiring products but at Zara prices,” she says. “We listen to what our customers want and then react very quickly.”
Its 16-strong all-woman “dream team” is undoubtedly another secret weapon. With Emma leading as CEO and 82-year-old Iris now working part-time overseeing the accounts, its management team also includes MD Gemma Vaughan as well as store and stockroom managers Ella Townsend, Elise Biggs, Ellen Lawrence and Helen Busuttil: “Velvet’s team is the best in the world,” says Emma. “Most members have been with us for a very long time - they’re truly phenomenal.”
New millennium
The i dea for Velvet began to take shape after Emma moved to Brighton and spotted a gap in the market for an aspirational lifestyle store: “I’d been working in London in marketing and realised it was pretty ruthless and definitely not for me,” she says. “When I got to Brighton, I discovered there weren’t any decent shops – back in the early 00s it was all baggy trousers and incense sticks. My parents had both been in retail and I’d always been entrepreneurial, so I wondered if I could make a lifestyle shop work.”
After sharing her vision with mum Iris, the pair decided to take a chance and go into business together. “Mum was at a crossroads in her life, so it seemed like a great move for both of us,” says Emma.
The very first Velvet store opened in a small unit on Brighton’s North Laine selling jewellery, handbags and homewares: “It was tiny but beautiful,” says Emma. “And crucially our pieces were very affordable.”
T he concept was fully embraced by Brighton’s locals. In a just matter of weeks, it was drawing in winding queues of shoppers. “We got totally cleared out,” says the founder. “These days you can buy accessories and homewares pretty much anywhere, but back then they were harder to find. We didn’t take a day off, it was incredible.”
While Iris was an experienced retailer, her knowledge was predominantly in wool and haberdashery. So, in the beginning, the pair trialled different product selections and effectively hoped for the best. “We went to trade shows and met suppliers, but we were just making it up as we went along,” says Emma. “We inevitably bought things that didn’t sell and made some mistakes. However, we both learned quickly, and the shop was successful from the very start.”
Fashion buying
After just two years’ trading, the duo signed a lease for much larger premises and began dipping their toes into fashion. Starting with underwear and kimonos – which proved hugely successful - Velvet eventually offered shoppers everything they needed for their wardrobe: “The fashion side of the business really took off,” says Emma. “It was so popular that we soon found we needed even more space and began leasing the unit next door.”
With business booming, Emma and Iris decided to open a second shop in nearby Hove, just a couple of miles away from their original store. Spread over two floors across 2,800sq ft of retail space, this is where Velvet remains today.
T he bigger unit allowed the business owners to expand into stocking small pieces of furniture while also selling fashion, accessories and homewares. “We were a bit like Oliver Bonas,” says Emma. “We sold really gorgeous fashion and lifestyle products and customers just loved our offer.”
It soon became clear that Hove was the main flagship. So, after about a year of managing the two shops, Emma and Iris closed down the Brighton boutique for good to concentrate on their main store.
Bestselling brands
Today Velvet’s core brands come from the Bestseller Group’s stable, with Emma and managing director Gemma selecting much of its stock inseason. Inside the store shoppers can pick up veryaffordable jumpers for £35 and dresses for £45 from Danish favourites such as Vero Moda, Only, Vila, Pieces and JDY: “We adopted this buying strategy around five years ago and it has catapulted the business to the next level,” says Emma. “We’re the only Bestseller stockist in the area and our lowprice points mean customers will often buy multiple products in one go.”
Velvet keeps its customers returning by replenishing its shop floor with fresh stock every single day. This is made possible, Emma explains, by its large warehouse facility and team of the “most efficient women in the world.” She continues: “We
probably add 1,500 new items every week, so it’s quite a big operation. Helen in our warehouse manages all our stock and also reorders basic lines on a weekly basis.”
To source the rest of the store’s product ranges, Emma and Gemma regularly travel to London, Denmark and Holland: “We’ve bought together for many years,” says Emma. “More recently, Gemma has taken on more responsibility and she’s now fully in charge of the budgets. We both have a really good eye for what our customers want.”
Velvet’s stock covers the full fashion spectrum – from everyday basics to partywear. Over the Christmas period the store is a renowned destination for sequinned dresses and separates: “We don’t tend to focus on age when we’re buying; I don’t think that’s particularly relevant these days - there’s no age limit on style,” says Emma. “Our customer base is multi-generational.”
Real world retail
D espite the rise in popularity of online shopping, the founder says the team made a very conscious decision to only sell through Velvet’s physical store. Instagram remains a key marketing tool, but it’s used to entice customers to walk through the door rather than driving e-commerce sales: “We’re a destination store and customer service is our priority,” she says. “We’ve tried selling online a couple of times, particularly during the pandemic, but it just doesn’t work for our business model.”
Part of Velvet’s ethos from the very beginning has been about creating an impactful retail experience that Emma believes would be difficult to replicate online: “Right from the start, my vision was to create a store that made people say ‘ooh’ as soon as they stepped inside,” she says. “That’s how I feel when I visit an amazing boutique – I love retail and I wanted to recreate the same sense of excitement for my own customers.”
Velvet’s shop floor includes two full floors of fashion and homewares, with large changing rooms “big enough to get your buggy inside” and a special area for relaxing and sipping Prosecco. The team works hard on merchandising to create an inspiring space that’s also very comfortable to shop in. Emma says many customers will spend one or two hours during each visit, carefully perusing the rails, furniture and trinkets and taking their favourites home. Its windows are also a key part of its strategy, with the team planning themes and installations weeks – and often
months – in advance. The concept for its Christmas windows, for example, is already finalised by spring: “A lot of thought goes into our festive displays,” says Emma. “We go to Holland every January to select props and decide on themes. By October, our windows are fully installed. They generate quite a bit of buzz.”
Future growth
While business has remained strong for SS24, Velvet’s sales were inevitably affected by the late start to summer: “Footfall in Hove is steady, and tourists aren’t a huge part of our trade, but the weather has definitely impacted us this season,” Emma says. “High summer stock has been harder to shift, but we’ve altered our edit slightly to include more summer knitwear and denim that people can still wear in bad weather. Linen is always a good seller for us in the warmer months and it’s been great again in 2024.”
Moving into AW24, Emma is feeling confident about an increase in
optimism among shoppers. The team has bought heavily into Christmas partywear on forward order but has still retained around 40 per cent of the budget for in-season buying. “We’re saving more for short order so we can react quickly to trends,” she says. “We do tend to order quite a lot of Bestseller’s express ranges as they arrive in-store very quickly. It means we don’t have to worry so much about the weather and unforeseen circumstances impacting sales.”
The founder also has another reason to feel optimistic about the coming months. In January, Velvet will begin its latest expansion project as it introduces a brand new retail floor in its basement to house a dedicated menswear department: “We’re really excited about moving into menswear,” she says. “I’ve lost count of the number of times I’ve been asked to stock men’s fashion, so our customers are really ready for this new venture.”
Plans include adding a dramatic sweeping staircase from the ground floor into the basement, where shoppers will be able to find an affordable selection of men’s clothing from Bestseller brands such as Jack and Jones, Only and Sons and Selected Homme. Menswear will make up around 30 per cent of the store’s overall stock, with the new floor also creating more space for more women’s fashion. “We’re so excited to bring something new to Hove shoppers,” says Emma. “This will be a new era for Velvet.”
With 25 years of retailing already under her belt, the founder remains fully focused on growth. Last year she was named Surrey and Sussex Business Woman of the Year at the Dynamic Awards while she also runs a property management company and offers business mentoring to young female entrepreneurs: “I’ve been so blessed with my career, and I want to help others,” she says. “I love what I do; I’m incredibly lucky. I’m deeply proud of the business and my team and everything we’ve achieved together. It hasn’t always been easy, but I wouldn’t have it any other way. I’m still very ambitious about the future of Velvet and there’s lots more to come.”
PHOTO BY TOA HEFTIBA ON UNSPLASH
“There are reasons to be optimistic for the rest of this year and 2025, too”
BIRA
CEO ANDREW GOODACRE LOOKS AHEAD AS CONSUMER CONFIDENCE RISES
Everyone working in independent retailespecially in the fashion sector - will know how difficult the last six months have been. A combination of political and economic uncertainty as well as unseasonal weather seems to have kept people away from visiting the high street. However, the underlying problem has been low consumer confidence and a largely negative sentiment towards future prospects and spending.
We all know that when shoppers feel positive and confident, they spend more. So, it was interesting to see the recent summer 2024 consumer sentiment survey by Price, Waterhouse and Coopers (PWC), which seems to suggest the pinch felt by consumers is easing. We have falling inflation and interest rate cuts as well as rises in wages, benefits and pensions.
Consumers are already beginning to feel the impact of these macro changes and household finances are now at the strongest they’ve been for two years. In the survey just 7 per cent of consumers said they are either struggling or in trouble financially - half the amount that said so in September 2022.
All the signs are positive, but what does this mean for spending intentions? The survey goes on to suggest that consumer spending plans have improved across almost every category when compared to this time last year, as well as when looking at last quarter’s data. The strongest improvements since the spring were in grocery, holidays and importantly fashion.
Clothing has underperformed consistently in recent times. According to ONS data, fashion retail sales have declined every month since September 2023 - not helped
by an unseasonably warm autumn last year and the cooler and wetter spring in 2024. However, this latest survey has seen clothing leapfrog technology and bigticket items compared with previous polls.
With the improvement in clothing spending intention, shoppers appear to be acknowledging that refreshing their wardrobes may be overdue. This is particularly true for the under 25 age group, with fashion now a top five spending priority. It may also be that last minute holidays are driving fashion purchases (holidays are also a priority spend, according to the survey). With weaker comparatives and hopefully improving weather, the outlook may be more favourable for fashion retailers in the second half of the year. This positivity is also further boosted by another finding in the survey: people are expecting to spend more at Christmas, especially the under 35s. This is a much more positive sentiment than last year.
I’m delighted to say there are reasons to be optimistic, both for the second half of this year and looking ahead to 2025. However, we all know that retailing is never plain sailing. In particular, while consumers are buying more and trading up in some areas such as fashion, just as many of them are expecting to cut back in other areas. As a result, there is never any guarantee that improving sentiment will translate into higher spending. But I believe that positivity helps and that there will be opportunities for savvy retailers. It makes deciding on SS25 stock even more important, and I urge retailers, agents and brand owners to work together to give everyone the chance to benefit from improved consumer confidence.
Accessories
Euroleathers
Euroleathers are a supplier of premium shoe and leather care products and accessories.
Futura specialise in software for EPOS, retail and warehouse management including pick, pack and dispatch to power your ecommerce operations.
The Old Forge, The Street, Tidmarsh, Reading, Berkshire, RG8 8ER
T: 01189 841925
E: sales@futurauk.com
W: www.futura4retail.co.uk
Top To Toe
Lyonsdown House 23-29 Hendon Lane, London, N3 1RT
Software Systems
T: 020 3376 5888
E: info@toptotoe.com
UKP WORLDWIDE
UKP Worldwide (UKPW) are a customs agent specialising in customs clearance of low and high value eCommerce parcels including fully managed returns logistics and duty reclaim.
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