2 minute read
Lark London: director Priya Aurora Crowe reveals that the capital’s award- winning gift and homeware chain is opening seven more stores, bringing the tally to 20 by the end of 2022
Lark
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Lark London director Priya Aurora-Crowe reveals that the capital’s award-winning gift and homeware chain is spreading its wings by opening seven more stores
What’s your background?
I was a secondary school teacher and have somehow fallen into this!
Tell us a bit about Lark London.
Established in 2001, Lark London is a family run independent business based in south-west London which aims to provide beautiful products for your lifestyle and home.
We have a total of 13 stores. Four new shops opened in July in Fulham, Clapham High Street, Battersea Rise and Wimbledon Village.
They joined our existing nine branches in Balham, Earlsfield, Streatham, Tooting, Herne Hill, South Wimbledon, Chiswick, Askew Road (Shepherds Bush) and our online store (www. larklondon.com).
How did you feel when you heard the news that you had won the best nonspecialist multiple retailer of greeting cards category of The Retas Greeting Card Retail Awards 2022?
It’s a huge accomplishment for us. We were up against some of the biggest names in the industry and could not believe it when they announced little old us as the winner.
We [Priya and fellow director Dominic AuroraCrowe, pictured above with their daughter Esme Aurora-Crowe, in the doorway of the Tooting branch] began this journey 20 years ago, with not a clue on how to run a business - just a hope and a dream.
We have faced two recessions, Brexit and a global pandemic (so far...). We are so happy to have made it through all these obstacles and couldn’t have done so without the support of our loyal customers and amazing teams.
Thank you all for helping us achieve our dreams. We are touched to have been chosen to win this prestigious award.
How would you describe your range?
We have more than 500 suppliers (key names include Aery, Orange Tree Toys and Noi Publishing), which allows us to have a large and ever-changing range in all our stores.
In fact, we change all our shops every two weeks, so customers are tempted to keep revisiting often.
We source products at trade shows and our selection criteria is quality, price point, and ethics.
Our core categories are gift and homeware. One category selling particularly well at the moment is self-care giftware.
How is trading for you?
Trading figures have continued as normal.
However, our buying strategy has changed as we have increased economic ranges.
Also, no one has put their heating on yet, so the true test will come in the winter!
What’s next for Lark London?
We are opening another seven shops by the end of this year, bringing the store count to 20 by the end of 2022, so we are very excited to expand into lots of lovely new areas.
What’s the most rewarding aspect of your job?
Supporting small new companies and watching them grow.
And the most challenging?
Ever-increasing rising costs.
