Image courtesy of Caroline Svedbom Tel: 07778 158 986 oldstrom.com
Spring light
As the new season blossoms, independent retailers should be basking in the optimism of spring. Yet, for many, this April has arrived not with a sense of renewal, but with increased financial strain.
The chancellor’s Spring Statement did little to ease the pressure on small businesses already navigating a challenging economic climate. In England, business rates have risen sharply as the retail discount decreased from 75 per cent to 40 per cent. For many indies, this change alone will be a significant blow. But compounded by the increased National Insurance contributions for larger small businesses and the higher National Living Wage, the financial burden is escalating fast (read more on page 8).
In this month’s column, Bira CEO Andrew Goodacre also reflects on changing international tides that could soon hit British shores. While President Trump has announced a 90day pause on implementing new tariffs for all countries except China, British businesses could still be hit hard by more economic uncertainty. “My concern is that consumer confidence will fall again, and people may look to spend less,’” Goodacre warns. Read his full analysis on page 44
Yet, amid the economic headwinds, there are still signs of light. Unofficial reports suggest that early spring has
brought a welcomed boost to footfall across some high street locations. And although national retail figures are yet to be released, the sentiment among many indies is quietly optimistic.
Take The Dressing Room in St Albans. As the business approaches its 20-year anniversary, founder Deryane Tadd shares her reflections on two decades of retail evolution in this month’s Shop Talk. From the birth of social media to Brexit, her philosophy remains consistent: curating the perfect product mix and delivering an unforgettable service. Read our full conversation starting on page 39.
And finally, we're delighted to announce that entries are now open for the Boutique Star Awards 2025 This year, we've refined the entry process with new digital features to make your submissions smoother than ever. With 20 accolades on offer, there’s never been a better time to put your business on the map. Turn to pages 7 and 31-32 for more details.
Fashion Fix
Entries now open for Boutique Star Awards 2025
Entries are now open for the Boutique Star Awards 2025 , celebrating the resilience, innovation and creativity that defines the independent fashion retail sector. First launched in 2019, the competition champions the industry by giving national recognition to the UK’s most outstanding indie womenswear and lifestyle retailers and their suppliers.
This year t here are 20 accolades on offer, with eight new categories making their debut. For the first time ever, Boutique magazine readers will also have the opportunity to nominate and vote for their Favourite Supplier of the Year .
This year’s entry process has been streamlined to make it easier than ever for businesses to take part. Submissions can be completed online using a saveable form or downloaded and returned via email (visit boutique-magazine.co.uk for full details). The deadline for this year’s competition is at midnight on Monday 30 June 2025.
Entries will be shortlisted and then judged by a panel of industry
insiders, with last year’s line-up including Sunday Best’s Jan Shutt, James Crabtree from AIS/ INDX and Bira CEO Andrew Goodacre. The winners will be unveiled at a glittering ceremony at The May Fair Hotel in London on Thursday 13 November.
R etailers can compete across nine categories, with new awards such as Manager of the Year, Online Shop of the Year, Charity Partner of the Year, and Loyalty Programme of the Year joining established favourites like Fashion Independent of the Year, Social Media Strategy of the Year, Sustainability Advocate of the Year, and Store Design of the Year.
For suppliers, there are eight categories up for grabs including new awards Conscious Brand of the Year, Womenswear Brand of the Year, Family-Founded Brand of the Year, and Emerging Brand of the Year. These sit alongside existing accolades including Fashion Agency of the Year, British Brand of the Year, Accessories Brand of the Year, and Footwear Brand of the Year.
Additionally, three nominationonly categories will be awarded to individuals and brands making a
significant impact on the industry: Lifetime Achievement, Outstanding Business, and Favourite Supplier.
“ We’re thrilled to launch this year’s Boutique Star Awards , celebrating the best in independent fashion,” says Boutique magazine MD Julie Neill. “We’ve made it even easier for retailers and suppliers to enter, with a more flexible submission process. Given the challenges of the past year, we’re especially excited to recognise and reward the inspiring stories of resilience and success in our industry.”
L ast year’s awards ceremony at The May Fair Hotel was a highlight of the independent fashion calendar, attended by leading indies such as Young Ideas, Ediit and Chloe James Lifestyle. Winners included Velvet in Hove for Fashion Independent of the Year, Artichoke for Social Media Strategy and Salt Society for New Independent. Special recognition went to OSOboutique’s Katie Gibbs for Newcomer while Nigel and Claudia Hughes from Apt Collections received the Lifetime Achievement award.
New research reveals Brits favour in-store shopping over online
Consumers are turning their backs on online shopping in favour of inperson retail experiences, reveals new research. In a national study of 2,000 UK adults conducted by Cheshire Oaks Designer Outlet, 63 per cent of Brits say they now prefer shopping instore rather than online. Motivation includes being able to try on clothes (79 per cent), assess product quality (70 per cent) and avoid delivery delays (54 per cent).
Encouragingly for bricks-andmortar retailers, the study also found that nearly seven million Brits shop
Retailers invest in security solutions to tackle shop theft
UK retailers are upgrading their security measures to combat an unprecedented surge in shop theft. According to British Retail Consortium’s latest Annual Crime Survey, expenditure on crime prevention solutions such as CCTV, anti-theft devices and body-worn cameras has risen to £1.8 billion - up from £1.2 billion on the previous 12 months. Yet, despite these efforts, the financial and emotional toll on businesses remains substantial - particularly for independent retailers who lack the resources of larger chains.
For indies seeking affordable alternatives, specialised stock management systems such as Top to Toe help can help business owners rapidly identify discrepancies in
for personal items at least once a week, with peak footfall hours occurring between 9am and 11am.
Kenny Murray, general manager at Cheshire Oaks, says the resurgence of in-person shopping shows a returning consumer appetite for real-world retail experiences: “With the ease of online shopping, it’s fantastic to see that Brits are once again embracing in-store shopping with family and friends. Our data suggests people don’t fully discover their personal style until they reach 25, and we’re proud to have been a part of that journey.”
stock levels. Its software provides a clear, matrix-style overview of products and their variants, enabling retailers to determine exactly what should be on the shop floor. Meanwhile, its stock-taking app also allows for fast inventory checks - significantly reducing the timescale of checking levels from days to minutes.
“By simply scanning and watching scanned stock popup on a handheld tablet, retailers can efficiently check whether their actual stock position matches what’s in their Top to Toe system,” says founder Michael Bloom. “This means retail owners can spot theft much sooner than they otherwise would have and make the necessary adjustments to their security and stock management.”
Spring Statement fails to ease mounting pressures facing indie retailers
The government’s recent Spring Statement has drawn sharp criticism from industry leaders, who say it neglects escalating financial challenges confronting the retail sector. Despite appeals for targeted support, they argue the measures fail to address the “perfect storm” of rising costs that threaten the viability of indie retailers.
Helen Dickinson, chief executive at the British Retail Consortium, warns retailers are set to absorb an additional £7 billion in costs this year due to increased employer National Insurance Contributions,
a higher National Living Wage, and the introduction of a new packaging tax.
While welcoming the chancellor’s commitment to encourage more people into work, Dickinson stresses that without further support, the sector would struggle to play its part: “As the chancellor aims to drive down the number of those who are ‘economically inactive’, there’s a need for better routes back into work. The retail industry provides a perfect solution. But the costs from the budget and uncertainty about how
the Employment Rights Bill and business rates will be implemented mean it will be much harder for retailers to keep creating these jobs.”
Bira CEO Andrew Goodacre echoes these concerns, adding that the statement fails to provide urgent relief for retailers. “The chancellor’s forecasts of improved household income may offer some long-term optimism, but they do nothing to address the immediate cash flow challenges our members face,” he says. “Many indies are making difficult decisions right now about whether they can continue trading.”
Scoop London confirms move to refurbished Olympia National
Premium fashion trade show Scoop London will move to Olympia’s refurbished National Hall this summer, founder Karen Radley has confirmed. The move is part of the 14-year-old show’s expansion plans as it grows in popularity among exhibitors and international buyers.
Scoop’s next edition will take place from 13-15 July inside Olympia’s second biggest exhibition space, offering a similar ambiance and curved glass ceiling as its Grand Hall but on a smaller scale.
Radley says she’s thrilled to announce the show’s brand-new home: “Olympia National is a beautifully renovated heritage building with a serious design pedigree, having housed iconic fashion events over its 100-year history. Why move, you ask? It’s an opportunity for us to expand our repertoire of emerging and exclusive designers in a more elevated and spacious venue. I am always seeking the new, and
our new home will soon unveil its most beautiful incarnation yet.” Olympia London has been undergoing a major £1.3 billion redevelopment, which is due for completion in late 2025. The transformation is part of a plan to create a premier arts, entertainment and cultural district encompassing hotels, restaurants, offices and an outdoor food market.
Scoop London first launched in 2011 at London’s Saatchi Gallery showcasing a curated selection of fashion brands among contemporary works of art. In 2022, following a hiatus during the pandemic, it moved to Olympia West to coincide with Pure London. In February 2023, the show briefly returned to its original home but was back at Olympia West that summer.
Independent department store group Morleys to reopen Jolly’s of Bath
Morleys has announced plans to reopen Bath’s historic Jolly’s department store, which recently closed after 200 years of trading. The independent group, which operates eight department stores across the UK, will undertake a major refurbishment of the landmark site with the aim to restore Jolly’s to its former glory as the anchor store of Bath’s Milsom Street.
The reopening will take place in two phases, with an initial launch in March 2026, followed by a full completion and grand opening in October 2026, ahead of the Christmas trading period.
The reimagined store will offer a curated selection of fashion, beauty, homeware and lifestyle products, alongside a beauty treatment menu and premium food and beverage offering. Morleys also plans to introduce exclusive brands previously unavailable in Bath.
The company has reappointed former Jolly’s store manager Jess Merritt-John to oversee a dedicated Heritage Space within the building during the renovation. This area will showcase Jolly’s legacy, provide updates on the refurbishment and introduce the Morleys brand to local shoppers.
SALES QUANTITY -2.63%
INDUSTRY SALES FIGURES FEBRUARY 2025 (VS FEBRUARY 2024) +0.99% -0.55% PROFIT
MARGIN These figures represent findings from a cross section of independent online and bricksand-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
Morleys CEO Allan Winstanley comments: “We’re thrilled to be bringing Jolly’s back to life and to be part of Bath’s vibrant retail community. Our approach is to treat each of our stores as a unique independent department store, creating an exceptional shopping experience tailored to the local community. We are particularly pleased to retain the Jolly’s name, honouring its rich heritage.”
Built to last
Combining timeless elegance with artisan craftsmanship, Campomaggi’s leather handbags are made in Italy with meticulous attention to detail. £POA; Tel: 07778 158 986 oldstrom.com
In the jeans
Dial up your denim offer this season with affordable everyday staples by Paddock’s Jeans. Stockists can choose from 18 NOOS styles in UK sizes 10–24 and various lengths, with wholesale prices starting from £27 per pair. Tel: 07539 228 041
E: marc@doublehagency.com doublehagency.com
Freshly picked
Reuniting with Prue Leith for the third season, Zsiska has unveiled a bold new resin jewellery collection inspired by the TV chef’s garden. Expect statement necklaces, earrings, and bracelets across four fresh ranges: Flora, Glow, Orbeadz, and Horizon. From £18-20 per piece; Tel: 01784 482 888
E: sigal@sigaldistribution.com zsiska.com
STANDOUT WOMENSWEAR AND ACCESSORIES
Country living
Teaming up for the second time, Barbour x Erdem’s latest collab fuses heritage outerwear with romantic florals and feminine silhouettes. Think quilted jackets and countryside outerwear staples reimagined with a modern, couture-inspired twist. £POA; Tel: 0191 496 9538
E: sales@barbour.com
Bags of fun
Creating fashionable bags for affordable prices, Emily & Noah scours the planet for the newest ideas, materials, colours and shapes. For AW25, the German brand’s collection offers over 30 trend-led styles nodding to various trendsfrom 1990’s minimalism to luxury streetwear. £POA; Tel: 0770 295 2796
SUSTAINABLE BRAND OF THE YEAR
Our Autumn/Winter collection celebrates nature, crafts and the comfort of home. Embrace a slower pace of life and cosy up with soft knit textures, jersey and woven outfitters alongside vibrant bespoke prints.
Fully transparent
Leather luxe
Redefining contemporary luxury, Mi Bolsa London blends premium materials with extraordinary craftsmanship to create its exquisite yet affordable leather handbags. £POA; E: dody@blackpr.co.uk
Australian-born lifestyle brand Mustard has added a trio of vintage-inspired fluted-glass lockers to its colourful collection. Available in a rainbow of shades, choose from a wall mountable medicine cabinet, chic sideboard or tall cupboard. £POA; uk.mustardmade.com/pages/stockist-application
Boutique loves…
IRRESISTIBLE
FASHION BUYS TO BRING JOY TO SHOPPERS THIS SPRING
Personal protection
Available in a range of colourways, Katie Loxton’s Santorini Sunglasses are made from recycled materials and feature UV400 protection - cutting out 99 per cent of UVA and UVB rays. £POA; wholesale.katieloxton.com
Nighttime ritual
Reach for the sky
Crafted using excess fabric from its bedding collection, TBco’s organic breathable cotton pyjamas will bring fun to nighttime routines this SS25 and beyond. £POA; tartanblanketco.com/pages/b2b
Producing feel-good sustainable knitwear since 2019, Cara and the Sky’s SS25 line-up includes pastel striped jumpers, checkerboard cardigans and co-ordinating knitted skirts. Each piece is designed in-house and made in Britain using soft, colourful vegan yarns in small oneoff batches. £POA; E: info@caraandthesky.com
Eco chic
PRODUCTS AND BRANDS
Checked out
Introducing a range of new sustainable fabrics such as seersucker check, Nomads’ new SS25 collection offers five vibrant capsules to inject colour into your womenswear line-up. £POA; Tel: 01566 777 338
April showers? No problem. Original Creator adopts plant-based waterrepellent fabrics for its sleek activewear to keep the wearer dry as they move. Sustainable principles meet smart technology for buyers looking for workout gear that’s as stylish and conscious as their customers. £POA; Tel: 07909 525 519
E: caroline@originalcreator.co.uk
Second chance
Sustainably crafted from recycled plastic bottles, Kind Bag’s ultra-soft textured Crossbody is now available in three new colourways. Its machine-washable design features an adjustable strap and multiple inside pockets, making it a stylish choice for conscious fashion fans. £POA; E: hello@kindbag.co
Charm school
Transforming vintage chains and charms into modern heirlooms, Caramel Jewellery upcycles forgotten finds into one-ofa-kind designs. Expect handcrafted necklaces, bracelets and earrings featuring sustainably sourced adornments dating back to the 1960s-90s. From £30 per piece; Tel: 07956 314 050 carameljewellery.co.uk
Get shirty
Update your rails this AW25 with Lily and Me’s standout organic cotton blouses. Available in a variety of styles, choose from a traditional shirt collar, a frilled piecrust version or opt for a relaxed fit pintuck blouse. Shoppers can wear early in the season and then layer under knitwear as the temperature drops. Rachel Frill Blouse, £19; Tel: 01452 207 766 lilyandmeclothing.com
Stock Up
The last resort
From loose linen dresses to tropical print separates, get ready for sundrenched days and balmy evenings with our SS25 resortwear edit. Summer starts now…
CAROLINE SVEDBOM
Fun in the sun
TEMPT SHOPPERS THIS SPRING WITH THESE A SUPER-HOT RESORTWEAR BUYS
As sunny days in far-flung destinations beckon, luxe resortwear steps into the spotlight. This season, the aesthetic is all about fluid silhouettes, breezy textures and a palette that evokes sun-bleached shores. From billowing kaftans to chic swimwear, these suitcase heroes will transition seamlessly from beach to bar. It’s time to activate holiday mode - wherever you are…
SATIN SHIRT, BY MALINA, £POA
DRESS, NOBODY’S CHILD, £POA
RING, PILGRIM, £POA
HIGH RISE PANTS, BY MALINA, £POA
SANDALS, CELTIC AND CO, £POA
SUNGLASSES, KATIE LOXTON, £POA
NECKLACE, CAROLINE SVEDBOM, £POA
BAHAMAS BIKINI, NAIA BEACH, £POA
,
BY MALINA E: sales@bymalina.com, CAROLINE SVEDBOM Tel: 07778 158 986 oldstrom.com, CELTIC AND CO Tel: 0333 400 044, FWSS E: shop@fallwinterspringsummer.com, JOE BROWNS E: wholesale@joebrowns.co.uk, KATIE LOXTON wholesale.katieloxton.com, LONDON GRACE faire.com, MUNTHE E: hlm@munthe.com, NAIA BEACH E: mel@naiabeach.com, NOBODY’S CHILD E: nc_partnerships@nobodyschild.com, PILGRIM E: b2b@pilgrim.dk, SAMANTHA SIU E: info@samanthasiu.com, TBCO tartanblanketco.com/pages/b2b, WHITE HELLO E: gemma@blackpr.co.uk
SHIRT, WHITE HELLO, £POA
VEGAN NAIL POLISH, LONDON GRACE, £POA
ST TROPEZ KIMONO, NAIA BEACH, £POA
RED TROUSERS, MUNTHE, £POA
NECKLACE
SAMANTHA SIU, £POA
RED SHIRT, MUNTHE, £POA
DENIM SHORTS, FWSS, £POA
COTTON T-SHIRT, TBCO, £POA
Passport to polished
GET A ONE-WAY TICKET TO SUMMER CHIC WITH THESE STANDOUT RESORTWEAR BRANDS
ESCAPE BY OQ
Australian resortwear brand Escape by OQ specialises in elegant dresses, kaftans and separates featuring exclusive hand-created digital prints. Designed with discerning shoppers and boutique buyers in mind, the brand utilises a luxurious blend of cotton, the finest rayon and hand-woven yarn dyes throughout its unique range. For SS25, its latest collection showcases an eclectic mix of exquisite handcrafts, advanced printing techniques and unique trims - with each garment representing hundreds of hours of meticulous development. Key pieces for the season include flowing kaftan dresses, stylish boho dresses and pure linen separates, with many adorned with embellishments for an extra special finish. Wholesale prices are around £35-39 for dresses on average while the minimum order requirement is £1,500.
Founded in 1950 beside the picturesque shores of Lake Constance, Wolford epitomes luxury skinwear with its innovative approach to legwear, lingerie and bodywear. For SS25, the brand’s new swimwear collection combines chic designs with superior shaping technology. Highlights include its new Sheer and Opaque collection, featuring shaping matte microfibre and sheer mesh panelling across a high-neck one-piece, scoop neck top and Brazilian brief bikini. Meanwhile, its Simple Minimal range offers versatile styles crafted from shimmering Italian microfiber and strap detailing. Hero pieces include the Matt De Luxe one-piece suit, which merges elegance with strong shapewear via a fully structured interior with shaping panels, underwire and power mesh lining. With a vibrant colour palette encompassing lipstick red and umber, Wolford’s swimwear embodies pool-side elegance. Wholesale prices range from £15.35 to £61.30 while the minimum order requirement is £450.
Established for almost 70 years, Gottex is one of the longest-standing beachwear brands in the world. The label is renowned for creating elegant and flattering pieces that combine style with superior comfort - making it a go-to collection for suitcase essentials. Every Gottex design is thoughtfully constructed to enhance the feminine form, with a combination of premium fabrics and expert cuts to ensure all-day confidence. The collection also includes co-ordinating accessories such as flowing kaftans, dresses and skirts for effortlessly chic holiday dressing. This season, the brand takes a sustainable step forward by introducing recycled and eco-conscious fabrics to reduce waste. Key pieces include shaping swimsuits in solid hues, hand-drawn floral and animal prints, and Italian-inspired motifs with gold chain details. Hero styles include the sculpting Beaute Luxury swimsuit, nautical-chic Golden Chic and striking one-shoulder Wildest Dream. Wholesale prices range from £49 to £70 with no minimum order required.
CONTACT: Tel: 01773 534 177
E: richard@albaassociates.co.uk
KOMODO
Pioneering eco-conscious fashion since 1988, British brand Komodo offers wardrobe-elevating outfits for the warmer months – wherever you are in the world. The label is renowned for its vibrant designs and sustainable practices, championing responsible fashion without compromising on style. As a GOTScertified label and proud member of 1% for the Planet, it takes its eco-credentials seriously while helping stockists improve their sustainable offering. For SS25, its latest collection is inspired by utilitarian dressing and urban holidays, combining relaxed laid-back styles with fun colourways that bring a feel-good factor to busy summer days. With a strong focus on sustainability, expect natural planet-friendly fabrics such as EcoVero, Lenzing Cupro and organic cheesecloth and terry towelling alongside cool linen and broderie anglaise. Standouts include the Sienna linen playsuit, patchwork Ocean shirts, Nala belted shorts, ruffle jean jacket in organic twill and Clover striped jumper in eye-catching pinks and browns. Wholesale prices range from £12 to £48 with no minimum requirement.
CONTACT: Tel: 0207 722 3523
E: mark@komodo.co.uk
Sunshine & sparkle
HOME OR AWAY, CAROLINE SVEDBOM’S RESORT-LED JEWELLERY COLLECTION IS THE GOLDEN TICKET TO EASY SUMMER ELEGANCE
For womenswear indies looking for stylish yet affordable premium jewellery, Swedish brand Caroline Svedbom is a golden find. Founded in 2013, its design team combines over a century of family jewellery expertise with modern design flair to create a striking range of covetable designs.
The eponymous designer’s inspiration stems from Mediterranean culture and her childhood visits to European trade fairs - resulting in collections filled with vibrant colours, luxe materials and feminine shapes. Today the collection is exported to 17 different countries and stocked by a clutch of prestigious retailers - from Galeries Lafayette in Paris to Harvey Nichols and Bloomingdales.
For SS25, the brand’s highly anticipated Resort 2025 releaseThe Solara Collection - is a glowing
tribute to life’s most radiant force. Designed to capture the golden magic of sunlight, this collection brings warmth, energy and effortless elegance to every occasion.
From shimmering Laguna Delite crystals that evoke ocean lagoons to fresh and tranquil tones of Soft Mint, Solara’s palette promises to bring far-flung escapism to everyday wardrobes. Among the season’s must-have styles include the Bibi Earrings - perfect for moonlit dinners and sundown drinks - as well as the chunky yet timeless Vera Bangle - a predicted bestseller. Meanwhile, for day-to-night sparkle, the Classic Drop Ring in Soft Mint brings effortless glamour to the line-up.
Each piece is handcrafted in the brand’s family-owned 11,000sq ft workshop in Athens where a team of 45 artisans work to the highest production standards. Using
Austrian crystals, freshwater pearls and 18k gold or rhodium-plated nickel-tested brass, the jewellery reflects a strong attention to quality, backed by ongoing material testing.
The brand offers both seasonal and NOOS collections, allowing retailers to top-up on bestsellers throughout the season. The minimum opening order requirement is £1,500 - with no minimum for re-orders - making this an easy brand for independents to trial and grow.
With glamorous appeal, exceptional quality, and eye-catching colourways, Caroline Svedbom offers retailers high-impact accessories to elevate edits and deliver standout gifting options all year round.
Wholesale prices are around £20–£50 on average while the minimum order requirement for first orders is £1,500 with no minimums on re-orders.
Second skin
SHAPE UP YOUR INTIMATES OFFER WITH THESE STANDOUT LINGERIE AND UNDERWEAR SUPPLIERS
COMMANDO
PANACHE
British underwear brand Panache has been revolutionising the D-plus bra size market for over 40 years. Proving that the perfect fit should never be a compromise, its expertly engineered designs support, sculpt and celebrate every curve. For SS25, its An English Summer collection is an ode to nostalgia, romance and natural beauty. From the daisy-chain embellished Blossom bra to its broderie anglaise inlaid Charlotte, every piece has been crafted to flatter. This season also welcomes a smoothing strapless bra, part of the 100 per cent recycled 365 range, and a swim range where 75 per cent of styles feature consciously developed fabrics. With joyful designs and impeccable craftsmanship across key collections Panache, Sculptresse, Swim and Sport, every piece is a celebration of body confidence. CONTACT: Tel: 0114 241 8888 panache-lingerie.com
From luxe control shorts to cleverly engineered slips, Commando is redefining shapewear for modern women. The US-born brand combines cutting-edge technology with world-class fabrics to create sleek, smoothing lingerie that prioritises both comfort and performance. Its patented raw-cut construction eliminates elastics, trims and seamsoffering a flawless fit with no digging or bulging. Hero styles include the Classic Control Short, Half Slip with Control Short, and Two-Faced Tech Control Slip. Each design is made from premium materials including microfibre with a honeycomb construction, luxury Australian fabrics and breathable cotton linings. Available in classic shades of Black, Nude, Mocha and Caramel, Commando pieces work seamlessly under any outfit. With UK-held stock, a small opening order requirement and easy replenishment, the brand is ideal for womenswear retailers looking to boost their revenue with functional and stylish shapewear solutions. Wholesale prices range from £15-40 per piece while the opening minimum order requirement is £500; free delivery on re-orders over £350. CONTACT: Tel: 01580 241 1111 E: slc@intimateslingerie.co.uk
ANITA
A market leader in premium lingerie and swimwear for generations, Anita combines unparalleled comfort and exceptional fit with timeless designs. With five in-house brands - Rosa Faia, Anita since 1886, Anita Maternity, Anita Care and Anita Active – the supplier caters to diverse needs, spanning everyday elegance to functional sports bras. Its new Beauty Shaper Collection delivers seamless shaping with all-day comfort. Standout pieces include the Smoothing Comfort Bra with breathable spacer cups for a virtually invisible finish, the Shaping Brief for gentle tummy support, and the Long-Leg Shaping Short with massaging compression fabric. Crafted from ultra-soft clean-cut fabrics, its designs sculpt the body without sacrificing comfort. With no minimum order and high mark-ups, Anita makes it easy for womenswear boutiques to expand into the lingerie and shapewear category. Wholesale prices are around £27.11 per piece on average. CONTACT: Tel: 01908 524 048 anita.com
NOAMI & NICOLE
Bringing comfort, control and cutting-edge design to the world of shapewear since 2002, Naomi & Nicole has earned a loyal following with its affordable high-performance products and inclusive sizing. Famed for its Wonderful Edge and Wonderful Panel technologies, each piece offers targeted shaping, a stitch-free finish and unrivalled comfort that adapts to the wearer’s body. New season standouts include the Sidekick High-Waist Shaping Short, which combats chafing and panty lines with a slanted hem and firm tummy control; the Plus Unbelievable Comfort Bodysuit offering a supportive open-bust option for fuller figures; and the Adjusts-to-You Mid-Thigh Short, featuring a genius self-adjusting waistband and tummy panel. All styles are available in timeless black or warm beige and are designed for everyday wear - not just special occasions. Wholesale prices are around £14 on average with no minimum order requirement.
Upgrade your boutique’s shapewear selection with Miraclesuit - the go-to brand for extra firm control and ultra-flattering silhouettes. Renowned for its innovative shaping technology and targeted compression zones, the brand’s latest collection smooths, sculpts and defines with impressive ease and comfort. Designed to feel like a second skin, standout styles include the Sexy Sheer Shaping Bodybriefer with double tummy support and mesh cups, Torsette Bodybriefer featuring groundbreaking Lycra-led FitSense technology, and the High-Waisted Brief for a flawless finish under any outfit. Available in classic colourways black and beige, Miraclesuit’s pieces are crafted to suit every customer and occasion. With no minimum order requirement and same-day dispatch, the brand’s products will make a fast and flexible addition to any womenswear edit. Wholesale prices are around £20 per piece on average with a suggested 2.5 mark-up, free delivery on orders over £100.
Harnessing over 150 years of underwear expertise, German heritage brand Schiesser continues to lead the way in premium everyday styles with a focus on innovation and functionality. Designed to support women through every life stage, its latest launch - the Unique Micro Bodywear Collection – offers comfort in every situation. Expect Innovative 720 Stretch fabric and gliding cup technology that flexes with the body to compensate for up to half a cup size – making it perfect for natural size fluctuations. Standout pieces include the moulded cup underwired bra, the bandeau with removable straps, and a flattering soft cup style - all offering adaptable support and wearability. Matching bottoms are also available in multiple silhouettes, from retro pants to Rio briefs. This fresh take on comfort-led lingerie offers boutiques high mark-ups and low minimums - offering strong commercial potential. Wholesale prices start from £8.43 per piece while the minimum order requirement is £350 minimum.
GEMMA WARD PICKS OUT SPRING’S MOST COVETABLE ACCESSORIES
Head in the clouds
Inlaid with dazzling cubic zirconia, Claire Hill Designs’ Sparkly Gold Cloud Hoop Earrings will make a dreamy addition to jewellery edits this SS25. £POA; E: claire@clairehilldesigns.co.uk
Daisy chain
New luxury brand LNB Jewellery creates high-quality pieces in colourful precious stones. Expect handmade multi-layer necklaces, stylish bracelets, chokers and statement earrings. £POA; E: dody@ blackpr.co.uk
Back in the saddle
Available in two sizes and six colourways, the Downed Horse half-moon saddle bag by Patt is crafted in butter soft Italian calfskin and stitched together by passionate artisans. £POA; E: dody@blackpr.co.uk
Leopard love
Made from eye-catching leopard print calfskin, Tissa Fontaneda’s premium limited edition Victoria bag is the perfect summertime accessory. £POA; E: carlota@tissafontaneda.com
Travel in style
Katie Loxton’s Milan Cabin Bag is the ultimate travel companion. Crafted from soft vegan leather with gold-tone accents, it’s effortlessly chic and practical for stylish trips away. £POA; wholesale.katieloxton.com
Totally tropical
Evoking sun-drenched escapes, style Miss Milly’s lightweight tropical print scarf with crisp white linen all summer then layer over transitional separates come autumn. From £5.25, Tel: 01905 622 509
E: hello@missmilly.co.uk
Golden glamour
Dial up the glamour this AW25 with Wonders’ metallic gold boots, manufactured to the highest standard in Spain using carefully sourced materials. £POA; Tel: 07935 648 070 E: marketing@wonders.com
Luxe lounging
Crafted in Britain using plush double-face sheepskin, Celtic and Co’s Braid Trim Sheepskin Slides boast delicate braiding and grosgrain binding for the ultimate in stylish lounging. £POA; Tel: 0333 400 044
Lasting love
Inspired by its eponymous founder’s Jamaican heritage, Louise Meddar Handbags combine quality craftsmanship with luxe leathers - creating timeless accessories that last. £POA; E: louisemeddar@gmail.com
Park life
Designed for sunny days eating alfresco, TBco’s Recycled Wool Picnic Blanket is perfect for outdoor adventures and saves an average of six garments from landfill. £POA; tartanblanketco.com/pages/b2b
Good on paper
Independent paper-making brand
Cambridge Imprint produces recyclable and biodegradable stationery featuring its own original, joyful illustrations. £POA; cambridgeimprint.co.uk/trade
Ethereal touch
Blending timeless elegance with Scandi minimalism, Edblad’s Gabrielle bracelet features a delicate chain with a luminous mother-ofpearl centrepiece that will elevate any look. £POA; Tel: 07778 158 986 oldstrom.com
Spring awakening
Made in Japan using premium reeds and alcohol-free oil, Airy Aroma’s Mystic Essence Diffuser combines cherry blossom and rosemary scent to lift the spirit. £POA; E: maia@milkcomms.com
Missing link
Keep glasses within easy reach with Chalk’s new tortoiseshell Ramsgate Chain, featuring chunky acrylic links in a timeless colourway. Available in three designs, £4.60; wholesale.chalk.com
Run free
New for SS25, the Imagination collection by Danish sustainable jewellery brand Pilgrim is a bold blend of chunky organic shapes, standout statement styles, new materials and handcrafted designs. £POA; E: b2b@pilgrim.dk
Summer dreaming
Crafted in limited quantities at its Cheshire workshop, Derek Rose’s 100 per cent silk dressing gown is a luxurious investment piece made to transcend seasons. £POA; E:barny. edis@derek-rose.com
A New Flame
Inspired by the French Riviera and hand-poured in Hampshire, Louis and Co Maison’s soy candles feature bold, mood-transforming scents in 100 per cent natural wax. £POA; E: info@louisandcomaison.com
Down to Business
INSIGHT FOR FASHION INDIES
Trophy life
ABoutique Star Award isn’t just a trophy for your mantelpiece - it’s a gamechanger for your business. From national acclaim to potentially going viral on social media, this prestigious accolade can help elevate your brand and open doors to new opportunities for free. Ready for your moment in the spotlight? Here’s how to get involved…
LIZ JEFFERSON, DOODIE STARK
Celebrating independents
NOW IN ITS FIFTH YEAR, THE BOUTIQUE STAR AWARDS HAS BECOME A BENCHMARK OF SUCCESS FOR THE INDUSTRY. HERE’S HOW TO GET INVOLVED…
The UK’s most exciting celebration of independent fashion retail is back for its fifth year – and it’s bigger and better than ever! The Boutique Star Awards 2025 is officially open for entries and indies and suppliers are encouraged to put their businesses forward to celebrate their team’s achievements.
This year we’ve added several new categories to the mix so we can honour even more amazing retailers, brands and agents. There are 20 awards for the taking, with nine for indies, eight for suppliers and three special nomination-only categories. Among these is an exciting new award for Favourite Supplier of the Year, which will be voted for by Boutique magazine readers for the first time.
For retailers, we’ve introduced a new Online Shop of the Year award that is open to both bricks-and-mortar retailers with an e-commerce site as well as multibrand pure-play independents. Judges will be looking for an exceptional e-commerce operation – from standout website design with seamless functionality to an outstanding shopping experience.
Meanwhile, in light of the ever-growing need to nurture repeat customers, new category Loyalty
Programme of the Year will recognise indies with a leading retention strategy. The winning programme will be easy to use, provide genuine benefits, and encourage returning customers. So, if you’ve created a system that you’re proud of, we want to hear from you!
Likewise, this year we’ve also added an award for Manager of the Year . The judging panel will be looking for a dedicated and inspirational manager who demonstrates exceptional commitment, business acumen and a passion for retail. So now’s the perfect time to celebrate your most outstanding leaders.
Finally, this year’s line-up also includes Charity Partner of the Year to honour indies who are actively supporting local charities and worthy causes. The winner will have a genuine desire to give back to the community - whether by organising fashion shows, fundraisers or raffles, volunteering time to support a special cause, or using their platform to raise awareness.
Could your business be next to join the illustrious BSA hall of fame? Don’t miss your chance to be recognised as one of the UK’s top independent retailers and suppliers - enter now!
Enter online via boutique-magazine.co.uk/submit-an-entry/
“Winning an award has been very helpful for the business”
ARTICHOKE’S SARAH SIMONDS ON THE BENEFITS OF ENTERING INDUSTRY AWARDS
“We entered last year’s awards for a couple of reasons. The first was to support Boutique magazine (as an industry, we all need to pull together to prosper; the magazine is an important part of that). The second was because making the shortlist or being chosen by the judges as a winner is a sign of excellence that we felt would help us promote our offer to both existing and potential customers.
“We had a lovely evening at last year’s winners’ party, catching up with friends from the industry. To win an award from our peers for Social Media Strategy of the Year , which we are very proud of (even if our posts aren’t particularly pretty), was very humbling.
“Receiving an award has been very helpful for the business in terms of marketing and promotions. We still have an advert running on our social media channels with a video of myself collecting the trophy on stage and making a speech. In fact, it’s one of our best performing posts! The comments underneath
reflect how our customers feel: happy for us and proud to be part of our journey.
“Artichoke is not about one person - we are a team. Everyone within the business - and a lot of customers, too - contribute to our social media success. We were all chuffed to bits to have won the award, although remain slightly amused to have become video stars in our fifties and sixties!
“The entry process for these awards is straight forward. My tip for anyone thinking about taking part comes from one of last year’s judges: don’t get Chat GPT to do the entry for you, however tempting that might be. Your words need to come from the heart.
“We will be entering the Boutique Star Awards again this year. Why? Because we have our sights set on taking home the trophy for Fashion Independent of the Year . I believe that as a business we really do stand out from the crowd and that’s something to celebrate. Good luck to all this year’s entrants!”
Bossing it
WHAT A BUSINESS PSYCHOLOGIST WANTS YOU TO KNOW ABOUT SUCCESSFUL LEADERSHIP
Running a successful business is about more than strategy, revenue and market positioning – it’s about people. The way leaders engage with their teams, structure their organisations and foster workplace culture directly impacts long-term performance, innovation and resilience.
According to business psychologist Christen Gilchrist, many companies still underestimate the role of business psychology in their success. “Too often, organisations focus on external business metrics while overlooking the psychological factors that determine whether a team will perform at its best,” she says. “Psychology is not a ‘nice-tohave’ – it’s a core driver of business growth.”
With a wealth of experience supporting businesses in the UK and overseas, here’s what she wants business leaders to know about applying psychology in the workplace…
Safety in the workplace
One of the biggest predictors of a high-performing team is psychological safety – the ability for employees to speak up, challenge ideas and take risks without fear of retribution. The concept, pioneered by Harvard professor Amy Edmondson, is linked to higher engagement, innovation and retention.
“Psychological safety is the foundation of a thriving workplace,” explains Christen. “If your employees are afraid to voice concerns or contribute ideas, you’re stifling innovation and missing valuable opportunities for growth.”
Research shows that organisations with high psychological safety experience lower turnover, better decision-making, and stronger collaboration. To build a culture of psychological safety, business owners should
consider encouraging open, constructive dialogue at all levels; rewarding critical thinking and diverse perspectives; and training leaders to model vulnerability and acknowledge mistakes.
“Creating a culture where people feel safe to contribute does not mean lowering standards – it means empowering people to do their best work without fear,” adds Christen.
Prioritising mental health
Workplace mental health is no longer a secondary concern; it is a business priority. A recent Deloitte study found that organisations that actively invest in employee mental health see higher productivity, reduced absenteeism, and improved job satisfaction.
However, Christen highlights that many businesses still take a reactive rather than proactive approach:
“Leaders need to integrate mental health into everyday conversations,” she says. “It’s about more than offering support when someone is struggling – it’s about creating an environment where people feel safe enough to talk about it before they reach breaking point.”
To support workplace mental health effectively, Christen advises business owners to make well-being discussions a regular part of one-to-one meetings and provide clear guidance on available mental health resources. She also recommends training managers to identify early signs of stress or burnout and normalising a healthy work-life balance by role-modelling positive behaviours.
“Supporting mental health isn’t just the right thing to do – it’s essential for long-term organisational success,” she adds. “A burned-out workforce is not a productive workforce.”
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Performance management
Performance management is a critical but often neglected component of business strategy. Many companies struggle to implement fair, transparent and effective performance measurement systems, leading to disengagement and high turnover.
“A good performance management system links individual contributions to business outcomes in a way that is clear, motivating, and fair,” explains Christen “But too often, performance reviews are seen as box-ticking exercises rather than meaningful opportunities for growth.”
Common performance management tools include one-toone check-ins to provide ongoing feedback; 360-degree reviews incorporating insights from peers, managers, and direct reports; and objective setting aligned with key performance indicators (KPIs).
“If your performance management system isn’t driving development and engagement, it’s not working,” adds Christen. “Good performance management isn’t just about assessing past results – it’s about coaching people for future success.”
Sustainable success
“Businesses that embed psychologydriven strategies into their leadership, culture, and decision-making outperform those that don’t,” concludes Christen. “The smartest organisations understand that people are their greatest asset – and when they apply psychological principles effectively, they build stronger, more resilient businesses.”
For companies looking to enhance team performance, leadership effectiveness, and workplace culture, integrating business psychology is no longer optional – it’s essential.
Christen Gilchrist is a business psychologist with nearly a decade of experience helping organisations build high-performing teams, develop effective leadership strategies, and create workplace cultures that drive long-term success. Find out more via corepotentialsolutions.com.
Under review
BOOST YOUR REPUTATION BY HARNESSING THE POWER OF POSITIVE ONLINE FEEDBACK
In today’s digital age, word-of-mouth marketing has taken on a whole new level of significance. With just one click, customers can share their experience and post real-time reviews that are visible to the entire world. In fact, online reviews and user generated content have become some of the most influential factors in shaping consumer decisions. According to brightlocal.com’s Local Consumer Review Survey, 84 per cent of shoppers say they trust online reviews as much as personal recommendations.
As a result, savvy business owners must pay attention to their online reputation to establish a competitive edge.
Customer feedback provides insight into what consumers love, helping you identify strengths and areas that require improvement. Analysing feedback allows
It’s also important to keep an eye out for more unfavourable comments. Taking time to listen to feedback, make any necessary changes and respond to customer concerns in a timely and respectful manner demonstrates that you take feedback seriously and helps build a loyal following. The odd ‘rogue’ comment is often easily recognised by the consumer as such when the other reviews are all positive and you respond promptly and positively.
Positive customer reviews and ‘likes’ or follower numbers can actively encourage others to try your business. But there are more benefits: Small business
KEVIN XUE ON UNSPLASH
Shop Talk
INDUSTRY OPINION
Plenty at twenty
The Dressing Room in St Albans has been delighting shoppers for almost 20 years. Ahead of its big birthday, Gemma Ward catches up with founder Deryane Tadd to find out how she stays at the top of the game…
DERYANE TADD, THE DRESSING ROOM
Twenty vision
AS THE DRESSING ROOM REACHES ITS SECOND DECADE IN BUSINESS, FOUNDER DERYANE TADD DISCUSSES CELEBRATIONS, TEAM BUILDING AND ELEVATING THE SHOPPING EXPERIENCE
For the past few months, Deryane Tadd has been knee deep in birthday celebration planning. It’s been almost 20 years since she first opened highly lauded womenswear indie The Dressing Room in St Albans. And despite numerous challenges along the way, the business has defied all odds and grown exponentially during that time.
“The past few years have been particularly challenging, but the start to 2025 has been like a breath of fresh air,” she says when we speak on a sunny spring afternoon. “We’re currently trading 21 per cent up on last year and have just had our best ever combined business week. That’s pretty amazing – particularly when you consider all the challenges retail is currently facing.”
It's a great start to what’s already destined to be a memorable 12 months at The Dressing Room. To mark the store’s forthcoming anniversary, Deryane has been busy organising an array of celebrations, activations and exclusive collaborations. Kicking off the proceedings next month, there will be a fittingly glamorous birthday party and fashion show at St Albans Museum + Gallery. “It’s a stunning location,” she says. “There will be a real party atmosphere with cocktails and canapés. We have some amazing models, and the store will be open for anyone who wants to shop pieces from the runway after the show.”
C ustomers who can’t get their hands on one of the 120 tickets will still have chance to celebrate the milestone with the store’s soon-to-be-launched birthday scent. Created in collaboration with Ampersand Fragrances, Deryane says the aptly named Edition 20 features light citrus notes and woody undertones, which she has naturally helped design.
S hoppers will also be able to purchase an exclusive jewellery collection created especially for The Dressing Room by British designer Rachel Jackson. Meanwhile, there will be a special giveaway on the twentieth of every month in 2025 with prizes
offered in collaboration with local businesses. “It’s really lovely to be able to work with small brands with amazing expertise to create something truly memorable,” says Deryane. “We work really hard to offer something different for our customers.”
Best sellers
The owner believes its mixture of entry level, playful womenswear pieces bolstered by elevated investment buys has been key to its uplift in sales. Premium denim is performing exceptionally well, she notes, as customers are increasingly veering towards separates: “I think that change has really helped boost denim turnover,” she adds. “Sales for all our brands, including Paige, Citizens of Humanity and Frame, are up on last year.”
E lsewhere, the owner says shoppers are becoming more eclectic in their style and buying into a range of aesthetics. “There’s no one set trend at the moment,” she says. “Some of our customers are buying bold prints by Essentiel Antwerp while others are opting for pared back, sophisticated staples from Munthe and Day Birger. Sales of elevated casual basics from brands such as Rails, Ganni and Bash are also strong while shoppers are having fun with quirky pieces by Damson Madder.”
T his season Deryane has invested more heavily into The Dressing Room’s handbag category, scoping out the international shows to bring in a larger selection of mid-priced brands with unique selling points. Her discoveries include intricately hand-woven leather bags from Calla Jade and Dragon Diffusion alongside eco-friendly machine-washable neoprene versions by Naghedi. “We’ve always sold bags, but not to the extent that we are this season,” she says. “It’s historically been a tricky category for us as our customers will often splurge on a designer bag or want something more fun for the summer. These brands are super special yet offer a price point that sits somewhere in the middle.”
Special delivery
Evolving with shoppers’ ever-changing needs is a longrunning theme of The Dressing Room’s story. The retailer’s very first incarnation opened in 2005 inside a much smaller unit. Deryane had previously been working for high street fashion chains but decided to go it alone after the owner of the franchise group she’d been managing retired. Armed with an exciting new business plan, several overly cautious landlords and banks initially turned her down. Yet she remained undeterred - eventually securing a 500 sq ft premises on St Albans’ historic Hollyhill as well as a start-up loan. The Dressing Room was born, and the shop was a palpable hit. So much so that just one year later, she’d uprooted to a new unit that was quadruple in size, which is where it trades from - following several renovations - today.
D eryane’s ability to listen to customers and deliver a brand mix that resonates season after season has been fundamental in the store’s success. “I think it’s really important to provide great products for our long-term customers, ensuring we grow with their lifestyle and needs,” she says. “But at the same time, it’s crucial to keep the younger generation interested with new and exciting brands. I want to create a place where women can buy something with their first pay packet or plan a wardrobe overhaul for their new job as a CEO.”
Twenty years on, Deryane still personally selects every single product available in-store and online. “We stock over 100 brands, and I source everything myself,” she says. “I do find it intense – perhaps even a little overwhelming at times - especially as the business
has grown.” Her tried and tested formula is striking the perfect balance between desirability and value for money. Recent seasons have also seen a move towards ‘buy now, wear now’ styles to overcome unseasonable weather challenges. Meanwhile, the owner seeks out extra-special buys customers won’t be able to resist.
But product range is only one part of its success.
According to Deryane, offering an exceptional service and experience is just as – if not more – important: “If you don’t take it to the next level, customers will just go elsewhere,” she says. “These days, more than ever, it’s about making sure every part of that buying journey is elevated.”
For this reason, the owner invests heavily – both with time and resources – in the knowledge and skills of her team. Shoppers are offered the same “retail high” during every visit - whether they’re spending £50 or £500. “I invest a lot of time and energy into team training and development,” she says. “We provide constant coaching and styling training, so our customers always have the most amazing shopping experience.”
B ut how easy is it to find people who will deliver Deryane’s vision? “It really comes down to timing and the right person arriving at the right moment,” she says. “The process can take a long time, but when the right person comes along, I focus on providing great training and nurturing.”
As a result, The Dressing Room boasts high staff retention rates. General manager Charlotte is its longest serving team member, having joined Deryane during her move to the new premises in 2006: “I believe in making the workplace fun and rewarding while ensuring we build
a great team. In a small business, personality, adaptability, and hard work are essential. I like things done a certain way, and I look for people who can adapt to different areas within the business and are the right fit for the rest of the team.”
In-store events is another area where The Dressing Room excels. Over the years the retailer has become known for its customer gatherings, such as its hugely popular new season launch parties. “I’m always looking for new and exciting additions to bring into the mix, including in-store events and activations,” says Deryane. “This sort of activity is absolutely vital for the business. It’s all about keeping
that amazing shopping experience alive. Women have so much more choice now than they did when we first started; everything is so much more accessible, so we work really hard to ensure we stand out.”
While footfall has dipped in St Albans in recent years in a similar way as other UK high streets, Deryane says average spend at The Dressing Room is up. This is boosted by the store’s ever-expanding nonlocal customer base, with some travelling a notable distance to shop: “People find us on social media or online and then some will make a two or three-hour journey to visit,” she says. “Once they’ve been to the store, they’re sold on the experience.”
Digital dilemmas
Online shopping offers a second-best alternative for customers that can’t always come to the bricks-and-mortar store. E-commerce sales are rising again for The Dressing Room, making up 35 per cent of its total revenue (down from 40 per cent in 2020). The entire operation is still run from the same building as the physical store, with a dedicated team managing everything from picking and packing to digital marketing.
However, despite its healthy turnover, the journey to online success has been far from easy. Brexit was an “unmitigated disaster” says Deryane, wreaking havoc on its stock and effectively wiping out 11 per cent of its online turnover: “We gained momentum online during the pandemic, but a year later we were thrown into navigating a withdrawal from the EU. Nobody knew what to do and for a time, because everything was stuck at the border, we hardly had any stock to sell. Then international orders fell off a cliff.”
L ike many other UK indies, The Dressing Room no longer ships overseas: “It just doesn’t work for a small business,” she says. “There’s so much admin involved and even if you phone ahead and tell customers there will be duties to pay on delivery, they still mostly send items back.”
R eturns are another significant challenge. The team has done “everything in its power” to reduce the number of items sent back to the store, but Deryane believes the ‘buy and return’ culture of online shopping is inevitable: “It can make it really difficult to know where you are as a business with returns,” she says. “Generally, as a bricksand-mortar independent, you know products won’t come back once they’ve left the building because you’ve done a good job with the customer. But even with accurate product descriptions, and phoning customers who’ve ordered multiple sizes to offer help, there’s just no avoiding them.”
In 2023, The Dressing Room also fell victim to a devastating cyber-attack, which had far-reaching effects on its online trade. Turnover tumbled to 25 per cent of the business’s total revenue, creating more significant challenges: “It was hugely difficult and took a lot of time to navigate and recover from,” says the owner. “I wasn’t that well-versed in cybercrime, so I needed to put my trust in third-party partners. We’ve managed to overcome the issue, but sales still aren’t quite where they were.”
Adding insult to injury, the retailer was also hit by the collapse of online marketplace Atterley during the same year to the tune of £40,000: “We were impacted very badly,” Deryane says. “I’d never say never, but after the experience I don’t think I’d ever want to go near a thirdparty seller again.”
Thriving not surviving
Instead, business growth will come from building on The Dressing Room’s staunchly loyal customer base with an irresistible product mix, experiential events, exemplary service and engaging social media campaigns. Deryane’s long-term plan also includes increasing online sales organically: “I’d like to think we can get back up to 40 per cent (of total business revenue) within the next couple of years,” she says.
A fter two decades of trading from one location, the owner has no desire to open a second physical store. “I think that could lead to potentially doubling your problems but not your profits,” she says. “The online business is equivalent to running more bricks-andmortar stores - so much goes into keeping it thriving. I would prefer to focus on what we have and make that the very best it can possibly be.”
A nd while some indie owners might choose international travel or glamorous events as their favourite aspect of running a fashion business, Deryane’s happy place is with her customers on the shop floor: “I love making people feel amazing,” she says. “I love merchandising the rails and creating an incredible atmosphere. There’s nothing better than hearing how special we’ve made someone feel.”
S o, with 20 years’ experience, numerous accolades and an enviable track record behind her, what is Deryane’s secret to long-term success? “I live and breathe the business and my love for it has never wavered,” she says. “I’m always aiming to do things better - I never sit still. I think my focus and passion for The Dressing Room is what’s kept it alive for so many years.”
Umbrellas make the perfect fashion accessory
Boutique umbrellas are the ultimate fashion accessory, blending practicality with high style. These elegantly crafted pieces come in a variety of unique designs, from bold patterns to intricate details, allowing you to make a statement even on rainy days. Made with premium materials, they not only shield you from the elements but also elevate your ensemble. The artisanal touch and attention to detail set them apart from ordinary umbrellas, turning a mundane necessity into a chic accessory. Whether you’re dressing up for a formal event or adding flair to a casual outfit, a boutique umbrella adds a sophisticated touch that reflects your personal style.
At Soake we have a large selection of umbrellas to suit all occasions and in a variety of colour choices to suit all outfits. From Delicate Pagoda umbrellas to large ruffle umbrellas. Some even have a full UV protection so suitable for rain or shine.
We also have a large selection of everyday umbrellas to choose from in our compact umbrellas or our classic stick. From large rainbow umbrellas to super mini handbag size umbrellas.
Brand New Francesca Collection by Soake
Patterned Pagoda Collection by Soake
Metallic Animal Print Collection by Soake
“We are once again entering unchartered
territory”
BIRA CEO ANDREW GOODACRE ON RISING TAXES AND TRUMP’S TARIFFS
It’s likely that April 2025 will be remembered for higher taxes and a dramatic shift in the way the world does business. It was only last month that we waited for the chancellor’s Spring statement, which turned out to be a non-event for the retail sector. It’s fair to say that Rachel Reeves has been well and truly ‘Trumped’ by the imposition of the US tariffs – but more on that later…
April is also the beginning of a new tax year. But with everything else going on, it is easy to lose sight of the changes that will now affect all shop owners. I am of course referring to the change in the National Living Wage (NLW), National Insurance Contributions (NICS) and business rates.
The NLW is now £12.21 for employees aged 21 years old and over – an increase of 6.7 per cent. There’s not a lot that employers can do about this as it’s a legal requirement; in fact, businesses can be fined for not paying the proper rate.
NICs are also rising, but there is some good news for the smaller employers. At the same time as increasing the percentage of NICS paid by the employer, the government has also increased the employer’s NIC allowance to £10,500. This change means that many smaller employers will pay less NICs this year. However, it all depends on the number of employees you have
and the total wages bill. Importantly, businesses have to actively claim the allowance, so please to speak to the person in charge of your payroll.
As for business rates, I’m afraid that is all bad news if your rateable value is more than £15,000. The rates relief (in England) has been reduced, so bills will increase sharply by 140 per cent. Sadly, retailers in Scotland and Wales already experienced these changes a couple of years ago. And while the increases will happen automatically, I strongly recommend that you check your rateable value (visit gov.uk/find-business-rates ). Mistakes can be made, so it’s always worth checking and then appealing if you believe the valuation is wrong.
Of course, all these domestic changes have been somewhat overshadowed by Trump’s tariffs. At the time of writing, it is too early to tell what the impact will be on retail. The most obvious affected areas could be the supply chains. If products are not being exported to America, we may well see them flood into the European market. This may reduce prices for retailers. Equally, we may see a lot more competition online with prices being lowered to move the stock. My concern is that consumer confidence will fall again because of wider negative impacts on the economy, and people may look to spend less, bolstering the ‘rainy day fund’. Either way, we are once again entering unchartered territory.
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February 2 & 3 National Conference Centre Birmingham
