De spite the spring sunshine driving footfall, early warning signs suggest caution among shoppers as global tensions escalate and economic uncertainty continues. ONS figures show retail sales volumes dipped slightly in February after rising the previous month, while separate data reveals consumer confidence has fallen to an 11-month low.
In his monthly column, Bira’s Andrew Goodacre highlights how retailers are once again navigating an unpredictable trading landscape: “This latest conflict will test resolve once again,” he writes on page 60 , “but indie retailers can be agile, react quickly and still deliver value to their customers.”
Indeed, if there’s one thing this sector continues to demonstrate, it’s an ability to adapt. And resilience is a running theme throughout this issue.
In this month’s Shop talk interview, Wild Swans’ founder Caroline van Luthje offers insight into buying for one of London’s most acclaimed boutiques. Since opening her first multi-brand store in Chiswick in 2006, the Danish founder has introduced many Scandi labels - including Ganni - to the UK. Discover how her unique blend of emerging designers and established names continues to draw shoppers on pages 53-57.
Elsewhere, as some indie owners report shifts in sizing demand following the rise in use of weight-loss injections, we speak to retailers, brands and experts to explore how to navigate - or ignore - this potentially significant market shift on pages 45-48
F inally, entries are now open for the Boutique Star Awards 2026. Now in its sixth year, the industry competition celebrates the businesses, brands and individuals shaping the UK's independent fashion sector. Beyond recognition, awards can also be a powerful marketing tool, as Clare Bailey notes in her column. Read more on her reasons to enter on page 62.
Good luck!
Gemma Ward, Editor
The UK’s Leading Womenswear Tradeshow
Womenswear, footwear, accessories, occasionwear, lingerie and swimwear - every category you need is right here under one roof. No need to split your budget or time between multiple shows, HFW is the perfect place to curate your whole collection for the season ahead.
Your favourite Four Halls of Fashion will be flowing with new and cutting-edge brands, in addition to many established labels making their return for SS26.
It’s THE show you can’t afford to miss!
Fashion Fix
ESSENTIAL NEWS FOR FASHION INDIES
BOUTIQUE STAR AWARDS 2026 ENTRIES NOW OPEN
En tries are now open for the Boutique Star Awards 2026 , with the annual industry competition returning for its sixth year to celebrate the independent fashion retail sector. First launched in 2019, the awards recognise the industry’s best multi-brand independents, fashion brands, agents and suppliers.
F ive new categories have been introduced for 2026, including Independent Department Store of the Year, Resilient Retailer of the Year and Retailer Event of the Year for indies. Meanwhile, there are two new awards for suppliers:
Lifestyle and Accessories Brand of the Year and Tech Innovation of the Year. The reader-voted Favourite Supplier of the Year award will also return for the second year running.
E ntries are free and open to independent multi-brand retailers and their suppliers, with businesses required to outline their performance, strategy and what sets them apart to be in with a chance of winning. Submissions will be reviewed by a panel of industry experts, with the shortlist announced in August ahead of a winners’ party in November.
B outique magazine owner Julie Neill comments: “Independent
retailers and brands have had to be resilient, creative and outstanding to succeed in this extremely challenging climate and these awards celebrate their dedication and determination. We hope you’ll put your business forward and join us to celebrate this incredible sector.”
N ow established as a key date in the ind ie retail calendar, the Boutique Star Awards bring together retailers and suppliers for an evening of celebration and recognition.
E ntries close on Friday 31 July , with full details available at boutique-magazine.co.uk.
INDUSTRY UPDATE
NEW LUXURY
MOTHER-OF-THE-BRIDE
BOUTIQUE OPENS IN NORTH EAST
Anew destination for mothers of the bride and groom has opened in the North East, with founders Jo Stott and Brogan Owen joining forces to fill a gap in the region’s occasionwear market.
Ā nela, located inside The Exchange in North Shields, offers shoppers a curated selection of dresses, separates and accessories with a one-to-one service.
T he 900 sq ft store is based within a historic buildingoriginally built in 1856 - in the centre of the town. Recently
MARTHA V UPSIZES AND REBRANDS TO NO.55
Newmarket womenswear independent Martha V has relocated to larger premises and rebranded as No.55. Now based in the town centre in a retail unit spanning three floors, the new store opened at the end of last month, offering shoppers a considered edit of daywear, eveningwear and occasionwear. Key brands include Orientique, Frank Lyman, Gustav, Neon, Oui and Fee G. Founder Lara Kinnett, who opened the original Martha V store in 2005, says the expansion marks a new era for her independent business and has been promoting the launch with free fizz, prize draws and giveaways.
refurbished, the venue is also home to independent bars, eateries and a theatre, which the founders say adds to its appeal.
Owen and Stott, who have worked together for more than a decade in the bridal industry, launched the business in March after struggling to find suitable outfits for their own family weddings. “We recognised a need for a boutique that looks after the mums,” they say. " Ā nela fills a huge gap in the market for bridal party members and wedding guests."
JAVELIN REFURBISHES BOUTIQUE DEPARTMENT IN
BURY ST EDMUNDS
Independent fashion group Javelin unveiled its newly refurbished Boutique department at its Bury St Edmunds store last month. Located upstairs in its three-storey flagship, the reimagined space was designed by local firm House of Bo Interior Design Studio to complement the store’s sixteenth-century building.
NEWS FOR FASHION INDIES
The new boutique stocks brands including Kevan Jon, Sonia Peña, Richard Designs and Maisonel alongside hats from Max and Ellie and LH Millinery.
Inside shoppers are offered a personalised shopping experience in plush surroundings, with bespoke furniture and upholstery created by local makers. Standout details include a pink curved ceiling, new changing rooms, a statement display table, glass jewellery cabinets and textured soft furnishings.
“We’re thrilled with the new space,” says store supervisor Jane Lord, who has been at the business for 16 years. “The transformation really elevates the customer experience.”
First opened in 1989 by husbandand-wife team Jeremy and Joanna Clayton, Javelin was acquired by Goddards in September 2023. Today it still operates two physical stores – with a second in Sudbury - offering menswear, womenswear, fashion accessories and homewares from brands including Bella Dhal, Bash, Paige, M.A.B.E and Greek Archaic Kori, with new brands Never Fully Dressed, Vì.ve.re and New Day Originals arriving for SS26. The next phase of the indie’s redevelopment includes a new e-commerce site, set to launch soon.
INDIE SHOP NEWS
SOMETHING TO CELEBRATE
Shopify presented
Southwold fashion indie Collen and Clare with a trophy last month for reaching a new milestone of processing 10,000 online orders.
FOR SALES
Young Ideas has opened a new designer sale room in Uttoxeter after closing its Peak Village outlet. The new space joins its existing sale room in Ashbourne.
39 Club marks 70th anniversary at spring lunch
Fashion agents’ group the 39 Club celebrated its 70th anniversary in London last month at its annual spring lunch, welcoming more than 120 members and industry guests to the Victory Services Club. Hosted by chairman Nigel Pinnock, the event brought attendees together to mark
HAPPY BIRTHDAY
Tamarisk Boutique in Kent is celebrating 18 years’ trading this month, after stylist Emma Ford opened the popular womenswear store on Deal’s high street in 2008.
the club’s 70-year history and included a menswear retrospective from club member and former Drapers ’ editor Eric Musgrave. The lunch also raised a record amount for Betsi at the Marsden, which provides free adaptive pyjamas for children undergoing cancer treatment.
RETAIL SALES DIP SIGNALS CAUTIOUS SPRING FOR INDIES
Independent retailers could face a more cautious spring trading period after official figures showed a slowdown in spending following a strong start to 2026.
R etail sales volumes fell by 0.4 per cent in February, according to the Office for National Statistics, after a 2.0 per cent rise in January. While sales rose 0.7 per cent over the three months to February overall, separate data from GfK shows consumer confidence has fallen to an 11-month low.
Analysts say the shift highlights changing consumer purchasing behaviour.
“Shoppers are still spending, but they are doing so far more deliberately,” says Marty Bauer, senior e -commerce expert at Omnisend. R ajeev Shaunak, head of consumer at MHA, adds that demand remains “highly selective rather than broad-based”, with households expected to prioritise essentials as cost s rise, with further pressure likely following the conflict in the Middle East.
INDUSTRY SALES FIGURES FEBRUARY 2026 (VS FEBRUARY 2025)
SELLING PRICE AVERAGE SALES QUANTITY
PROFIT MARGIN
+2.77% -7.72%
+5.16%
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
Intimateessentials
THE LATEST LINGERIE, SWIM AND RESORTWEAR TO INSPIRE YOUR NEXT BUY
SMOOTH OPERATOR
Crafted from premium material with moulded cups and a seamfree band, Ambra’s Bondi Bare Long Line Crop and High Leg Briefs are designed for all-day comfort. £POA; Tel: 01623 600 680 E: abaines@melasgroup.com ambrauk.com
STAY WILD
Turn heads this AW26 with Rosa Faia’s new Liz collection, featuring a bold Gold Cat leopard print across a choice of underwired or wire-free bras - fitting up to an I cup - alongside two styles of matching briefs. £POA; Tel: 01908 524 048 anita.com
GOLDEN HOUR
DESTINATION DRESSING
Scandi brand Camilla Ohrling specialises in colourful printed silk resortwear at accessible price points. With each print designed exclusively by the eponymous founder, the collection delivers joyful colour and distinctive designs that are easy to wear and effortless to pack for summer escapes. From €34 - €63 per piece; Tel: 0776 997 0387
E: sally@sallydawes.com
DOUBLE TAKE
Understatement’s buttery yellow bikini is designed for sun-soaked days, with a flattering fit that moves with the body. Based in Stockholm, the female-founded brand is known for transforming everyday essentials into sources of liberation through powerful campaigns and modern, statement-making designs. £POA; E: wholesale@understatement.se
Featuring an innovative doublelayer construction, Charnos’ Sheer Opaque Tights boast 100 denier coverage while appearing semi sheermaking them ideal for customers who want an opaque finish in winter without feeling the cold. £POA; Tel: 01623 600 680 E: abaines@melasgroup.com charnoshosiery.com
CORPORATE CAPSULE
Co-founded by a family barrister who spotted a gap in the market for stylish, affordable workwear, Wherk is rethinking corporate dressing with its interchangeable suit separates. Central to the range are its softly sculptured Signature Blazer and wideleg Signature Trousers, which pair perfectly to create a flattering silhouette. £POA; E: info@wherk.co.uk
WILD FREEDOM
Designed by founder Lisa Chotard, French swimwear brand Beliza creates high-end beachwear with luxurious details. Standouts for SS26 include statement bikinis and one-pieces alongside backless viscose maxi dresses. £POA; Tel: 0033 069 559 1035 E: vlavocat@beliza.fr
Lovesboutique
WOMENSWEAR AND ACCESSORIES TO ELEVATE YOUR EDIT
FINISHING TOUCH
Add interest to trousers, dresses and denim with Numph’s one-size Nudasha Belt in Tiger’s Eye print, crafted in polyurethane and finished with premium gold hardware. £POA; E: mas@ numph.dk b2b.numph.dk
TIMELESS STYLING
Crafted in a bespoke modal-blend fabric and available in four colourways, Weartwo offers an easy-to-style womenswear capsule of timeless separates. Each piece is produced in limited runs at a family-owned factory in Portugal, with the brand prioritising trans-seasonal longevity over trend-led design. £POA;E: info@weartwo.co.uk
ELEVATED EVERYDAY
Perfect for off-duty dressing, the MMHActive Soft Pant from Mos Mosh’s sister brand Heyanno features a mid-rise drawstring waist and relaxed carrot shape for an easy upgrade to any weekend wardrobe. £POA; Tel: 07730 072 600 E: cp@mosmosh.com mosmosh.com
SOCKS APPEAL
Made from an organic cotton blend, Selected Femme’s Dusty Blue socks will make a great addition to boutique gifting edits this spring. £POA; E: cecilie.andersen@bestseller.com
HOLIDAY HEROES
French Connection’s Join Our Club collection offers everything shoppers need for stylish holiday adventures, from chic bleisure tailoring and summer occasionwear to airport-friendly athleisure and retro denim. £POA; E: international@frenchconnection.com
MANE ATTRACTION
Tapping into the demand for elevated everyday accessories, Pieces’ woven hair ties offer a premium look for an
THIS MONTH’S STANDOUT WOMENSWEAR AND ACCESSORIES
SPRING LAYERING
When temperatures rise, Saint James’ Gouville Vest offers an easy light-weight layer for everyday summer styling. Made in France at the brand’s own workshops, it is crafted from the same durable, soft cotton jersey as its iconic Minquiers sailor striped shirt. £POA; Tel: 07539 228 041 E: marc@doublehagency.com
DRESSING UP
Offering easy-wear pieces for special occasions, Samantha Jane’s modern take on mother-ofthe-bride dressing combines simple shapes, luxe fabrics and appliqué details with a focus on price point. The British brand also carries in-season stock, allowing indies to top up strong performers. £POA; Tel: 07342 073 889 E: info@samanthajanewholesale.com
Eco chic
SUSTAINABLE PRODUCTS AND BRANDS
BOLD & BEAUTIFUL
TWICE AS NICE
Blending practicality with thoughtful fabrics, Lily & Me’s reversible Scarlett Jacket offers two looks in one. The versatile style features a cosy recycled boucle outer and a brushed check on the inside, delivering warmth and texture for everyday wear this AW26 and beyond. £POA; Tel: 01452 207 766 lilyandmeclothing.com
Made consciously in India, Helio Ferretti’s beaded pouch will bring a pop of colour to boutique accessories edits this spring. Elsewhere, the brand’s collection includes bold homewares and accessories featuring catchy slogans and animal motifs. £POA; oliolsen.com/trade-welcome
SOFT HOURS
Inspired by the concept of slow living, Paisie’s SS26 collection features effortless layering pieces, cocooning knits and silhouettes that move with the body. Standouts include monochrome separates that are made to be mixed and matched. £POA; E: sales@paisie.com
LIVE IN THE PRESENT
The Gift Label’s vegan-friendly product range makes gifting easy, with uplifting messages on its label such as ‘You Look Good.’ Buyers can expect Netherlandsmade formulations featuring high-quality sustainable ingredients and recycled packaging. £POA; b2b.thegiftlabel.com
PERFECT PAIR
London-born Raishma creates exceptionally crafted sustainable womenswear fusing the best of Eastern and Western design. Expect considered fabrics, ethical production and luxe handmade details. £POA; E: customerservices@raishma.co.uk raishma.co.uk
Stock Up
WHAT TO BUY NOW
MAIN EVENT
From spring weddings to summer garden parties, today's occasionwear needs to work harder than ever to earn a place in shoppers’ wardrobes. This month, we spotlight need-to-know suppliers and key pieces across all budgets that are more than worthy of an RSVP…
CARLA RUIZ
3 Ways to Buy Wedding Guest Outfits
Good luxe
Better yet
1 2 3
Entry-level pieces for shoppers seeking affordable chic
Margin-boosting wedding picks at sellable price points
GEORGETTE E: info@georgette.eu, GR LONDON PARIS E: dody@blackpr.co.uk, JULIA ALLERT E: juliaallertmarketing@gmail.com MALINA E: info@bymalina.com, MOS MOSH Tel: 07730 072 600 E: cp@mosmosh.com mosmosh.com, PAISIE E: sales@paisie.com, PIECES E: amalie.skjerning@bestseller.com, RAISHMA E: customerservices@raishma.co.uk raishma.co.uk, SELECTED FEMME E: cecilie.andersen@bestseller.com, TEMPEST DESIGNS faire.com
WIDE LEG TROUSERS, PAISIE, £POA
JACKET, SELECTED FEMME, £POA
SUNGLASSES, PIECES, £POA FAN, PIECES, £POA
BALLERINAS, CAPRICE, £POA
DRESS, MOS MOSH, £POA
GOWN, CARLA RUIZ, £POA
DRESS, JULIA ALLERT, £POA
TOP, GR LONDON PARIS, £POA
JACKET, BAE, £POA
LEONI MINI DRESS, MALINA, £POA
BAG, GANNI, £POA
JENNY DRESS, FEE G, £POA
TROUSERS, POM AMSTERDAM, £POA
VERDANT PARFUM, CONNOCK, £POA
HEELS, ESSKA, £POA
SANDALS, CASTANER, £POA
ROSETTE
DRESS, RAISHMA, £POA
BAG, TEMPEST DESIGNS, £POA
BAG, CHALK, £POA
Rise to the occasion
GUEST-LIST-READY EVENTWEAR BRANDS TO SEE SHOPPERS THROUGH THIS SUMMER’S CALENDAR AND BEYOND
FEE G
Founded by husband-and-wife team Fiona Heaney and Don Gormley, Fee G offers colourful, feminine and wearable occasionwear with strong attention to detail. The eponymous designer blends European craftsmanship with contemporary silhouettes, creating distinctive and commercially relevant dresses and separates designed to empower women. Stocked in premium boutiques across the UK and Ireland, its versatile edit appeals to a broad customer base with styles for the entire wedding party that can move seamlessly from day to evening. For SS26, the focus is on ethereal femininity, with fluid shapes, beautiful fabrics and graceful volume giving the range a frothy, romantic feel. Printed cottons, airy chiffons and light viscose textures are ideal for warm weather dressing, offered in a sun-washed palette of blush, butter yellow, soft blue and creamy ivory with pops of pink. Standouts include the Phoebe dress with pearl and diamanté detailing, the Kylie dress in soft organza with a shell belt and full skirt as well as the Lyra dress in blue stripe cotton with embroidered detailing. Wholesale prices start from £89 for dresses while the minimum order requirement is 40 pieces.
Launched in 2025, Samantha Jane brings a soft, modern alternative to traditional occasionwear. With a focus on feminine, easy-to-wear pieces offered at affordable luxury price points, the collection is designed with 50-plus shoppers in mind who want to feel confident, stylish and comfortable. The brand combines simple, flattering shapes with surface interest fabrics such as intricate lace, embroidery and appliqué, creating a premium collection with strong appeal. Stockists are offered strong in-season support, with stock in sizes 8-20 available for immediate delivery. Limited production runs of fewer than 100 pieces per style add a sense of exclusivity, while generous sizing strengthens each garment’s appeal. For SS26, the focus is on tactile fabrics and lightweight chiffons, with a palette spanning blush through to magenta, alongside shades of blue, mint and butter yellow. Standout styles include Alice, Miranda and Sammi, with the latter now available in multiple colourways following strong demand. AW26, meanwhile, introduces satin, lace and hand beading, with black and champagne leading for black tie events, supported by midnight blue and forest green. Wholesale prices range from £45£165 per piece while the minimum order requirement is three sizes per style Tel: 07342 073 889 E: info@samanthajanewholesale.com samanthajanewholesale.com
Family-owned Spanish womenswear brand Carla Ruiz is renowned for its elegant, modern occasionwear. Offering a fresh, fashion-forward approach to event dressing, its pieces are designed to be worn more than once for maximum sellthrough potential. The brand is ideal for boutiques seeking an alternative to traditional mother-of-the-bride styles, with bold colour, striking prints and youthful silhouettes throughout the collection. The strongest pieces combine clean, flattering shapes with standout colour and high-impact details. For SS26, highlights include the figure-hugging Rosanna dress with gathered ruffle detailing, an asymmetric black and cream evening gown and an elegant, tailored jumpsuit (pictured). AW26 moves into a richer palette for winter events, introducing luxurious hues such as chocolate, wine and emerald alongside velvet textures. Key pieces include a green satin dress, a softer, romantic style in a watercolour print and a red ruched gown. Wholesale prices range from €30-€110 while the minimum order requirement is 21 pieces.
CONTACT: Tel: 07989 014 141
E: info@joannaedwardsagency.co.uk carlaruiz.com
LIZABELLA
Irish womenswear label Lizabella offers a modern, accessible take on occasionwear, combining elegant, feminine silhouettes with flattering, comfortable fits. Designed for modern mothers of the bride and groom, the collection balances affordability with premium fabrics and finishes, providing a commercially strong line-up for independent retailers. Buyers can expect bold prints, refined detailing and versatile styling that appeals to a broad customer base. For SS26, the focus is on modern, romantic elegance, with soft chiffon, crepe and satin fabrics bringing fluidity and movement to the collection. A colour palette of pastels, navy and bold pinks runs throughout, while silhouettes span midi dresses and jumpsuits designed to combine structure with ease. Seasonal heroes include a chiffon A-line dress with an ultra-flattering shape, a structured crepe dress with floral detailing and a contemporary jumpsuit that offers a more versatile take on occasion dressing. Meanwhile, sister label Ella Boo takes a bolder, more directional approach to eventwear, offering vibrant dresses in energetic colours and flattering cuts for accessible price points.
CONTACT: Tel: 07712 398 549/ 01132 459 064
E: info@tatefashions.com lizabella.co.uk
In demand
TOP UP YOUR STOCK IN-SEASON WITH THESE SHORT ORDER SUPPLIERS
GODDIVA
Occasionwear specialist Goddiva takes a glamorous, statement-led approach to event dressing, offering premium designs at accessible price points. Known for its flattering silhouettes and vibrant colourways, the brand’s feminine dresses and separates are perfect for weddings, proms and evening events. The short-order collection combines rich textures with wearable shapes, making it a reliable option for boutique buyers looking to strengthen their occasionwear offer. For SS26, the focus is on modern femininity and soft glamour, with a mix of bold brights and soft pastels balanced by classic neutrals and subtle shimmer finishes. Silhouettes range from figure-enhancing bodycon styles to flowing maxi dresses, with off-shoulder cuts, draping and asymmetric detailing adding interest. Goddiva and sister brand City Goddess add new styles to their collections every week; wholesale prices range from £15 - £35 while the minimum order requirement is £150.
CONTACT: Tel: 0208 597 2744 citygoddess.co.uk
CREAM DK
Danish brand Cream DK offers a romantic, bohemian take on contemporary womenswear, blending everyday wearability with vintageinspired details. Known for its soft, feminine handwriting, the collection combines lace trims, delicate prints and layered textures with clean, functional silhouettes. The range moves effortlessly between casual and elevated - making it a strong option for boutiques seeking unique yet wearable pieces. For SS26, the focus is on modern folk influences and soft nostalgia, with loose dresses, layered tunics and wide-leg trousers balanced by gentle tailoring and subtle waist definition. Standout styles include the Anna Lace Trim Vest Top, available in 10 colourways, the bestselling Visti Wide Leg Jeans offered in denim and multiple shades, and the Bellis Linen group spanning a range of plain and printed options, delivering strong inseason versatility for retailers. Cream produces six collections a year with new deliveries landing every eight weeks.
CONTACT: Tel: 07855 481 651/ 07802 432 767
E: tor@torfashion.co.uk emma@torfashion.co.uk
VOYAGE PARIS
London-based showroom Voyage Paris offers a curated edit of European womenswear, bringing together labels including Alex Max and Cristina alongside a rotating mix of Italian and French manufacturers. Known for its hand-picked approach, the business focuses on delivering high-fashion pieces for mid-market retailers, with an emphasis on newness, versatility and trends. For indies, its fastmoving short-order model is a key draw, with new deliveries landing three to four times a week, allowing buyers to react quickly to demand. The offer spans statement separates and easy-to-wear dresses, with a focus on pieces that balance fashionled detail with commercial appeal. Current highlights include silver studded bootcut jeans, printed skirts and dresses and a strong selection of blouses, offering a mix of standout styles and everyday staples. Voyage Paris also offers video calls and regular email updates for buyers who can’t visit the showroom.
CONTACT: Tel: 0207 636 1892 voyageparis.co.uk
Fashion Extras
THIS MONTH’S BEST HOMEWARE AND ACCESSORIES UPDATES FOR SPRING
IN BLOOM
With notes of green stems, sweet fig, moss and cedar, Chalk’s Meadow Hand and Body Lotion offers an uplifting, nature-inspired fragrance that’s made for spring self-care. £POA; chalkuk.com
CATCH OF THE DAY
Perfect for keeping small essentials safe, Rex London’s pink Anchovies tin will instantly brighten boutique homeware and gifting edits this spring. £POA; rexlondontrade.com
ARTIST’S IMPRESSION
Featuring r.PET fabric made from six recycled plastic bottles, Original Duckhead’s Matisse Reusable Bag is machine washable and ideal for heavy loads. £POA; originalduckhead.com/pages/wholesale
NIGHTTIME RITUAL
Ancient cedarwood, rich amber, ylang ylang and soft vanilla combine in Atelier Noitē’s Amber Night candle to create a warm, intimate scent for slow, indulgent evenings. £POA; faire.com
SUMMER DREAMING
Samsøe Samsøe’s Saprint cap taps into SS26’s ‘Summer Nostalgia’ mood, with tonal embroidered lettering elevating its classic washed blue silhouette. £POA; E: vitus@samsoe.com
EASY ADDITION
Crafted from durable stoneware with a hand-splattered finish, Sophie Allport’s statement jug will bring colour to any space. Add fresh flowers for an easy spring update. £POA; sophieallport.com/pages/wholesale
BEACH BOUND
With a bold design and roomy interior, Seaspray Swimwear’s bestselling Amy Stripe Bag is the perfect companion for summer day trips and sun-soaked escapes. £POA; faire.com
SO FETCH
Made for storing keys, jewellery and everyday essentials, Sass and Bell’s Sausage Dog Trinket Dish will bring a waggish touch to boutique edits this SS26. £POA; sassandbelletrade.co.uk
FUN IN THE SUN
Made from DryQ fabric woven with recycled post-consumer plastic, Dock and Bay’s extra large Quick Dry Towel comes in its own matching pouch for easy packing and seaside day trips. £POA; faire.com
SPRING REFRESH
Perfect for refreshing clothing between washes, Steamery’s Fabric Spray neutralises unwanted odours leaving behind a fresh rose and musk scent. £POA; E: wholesale@steamery.se
STRAWBERRY FIELDS
Designed to brighten indoor plants, Gisela Graham’s Strawberry Stoneware Mini Pot Cover will make a sweet addition to boutique displays this spring. £POA; trade.giselagraham.co.uk
SUN & SEA
French swimwear brand Beliza creates luxury beachside essentials with unexpected details, such as this Shana swimsuit made from shimmering lurex. £POA; Tel: 0033 069 559 1035
E: vlavocat@beliza.fr
OCEAN TREASURES
Designed to flatter every figure, Naia Beach’s Elba bikini offers moderate coverage and subtle sculpting as well as a striking sea-inspired print. £POA; E: mel@naiabeach.com naiabeach.com
WILD SWIM
Hand-painted in Wales and printed in England on recycled paper, Jade Fisher’s illustrated swimmer card is perfect for summer adventurers. £POA; faire.com
COLLECTOR’S EDITION
Made from recycled cotton sourced from leftover textile production, Bloomingville’s artinspired Eviaya cushion will bring a pop of colour to homeware edits this SS26. £POA; bloomingville.com/en/retailer
INTO THE WILD
Boasting a practical size and easy-wear shape, Pieces’ nylon Pcamanda Bag in leopard print will add instant interest to off-duty outfits this SS26 . £POA; E: amalie.skjerning@bestseller.com
THROWING SHADE
Stay chic in the sunshine with Malina’s timeless raffia hat. Style with a kaftan and high-end swimwear for an easy beach-day look. £POA; E: info@bymalina.com
British by design
HOME-GROWN WOMENSWEAR BRANDS TO REFRESH YOUR RAILS
Sourcing from British brands can offer real advantages for womenswear indies - especially as shoppers show a growing appetite for homegrown labels. With many holding stock in the UK, buyers can often avoid added costs and delays. Here are some of our favourites
POMODORO
Started in 1992 by husband-and-wife co-founders Noreen and Hemant Puri, British womenswear label Pomodoro designs its elegant collections in-house while manufacturing key pieces in the UK. Dresses sit at the heart of each new-season line-up, offered in a range of prints, colourways and silhouettes. Over its 34-year history, Pomodoro has evolved from a niche label into an international fashion brand. Today, it boasts a loyal customer base and year-round product launches, with co-ordinated collections that combine key knitwear and jersey pieces with eye-catching prints. For SS26, buyers can expect a vibrant line-up of its signature dresses alongside separates and jackets. With strong demand for occasionwear that can be dressed up or down, the range also includes versatile pieces that will work hard in shoppers’ wardrobes. Heroes include a printed broderie anglaise shift dress that captures effortless femininity through texture, print and refined craftsmanship. This can be layered with its bestselling jean jacket, reimagined for the season, to add a pop of colour. Elsewhere, ditsy and floral print tea dresses deliver timeless appeal, offering an easy transition from day to evening. Wholesale prices are around £25 per piece on average while the minimum order requirement is £1,500.
British womenswear brand Lily & Me offers its own distinctive take on casual dressing, combining hand-drawn prints, considered fabrics and easy-to-wear silhouettes. Designed in-house at its Gloucestershire studio, the family-run label blends creativity with functionality, creating unique and wearable clothing and accessories while placing sustainability at the core of its fabric sourcing and production. Manufactured in its own factory in Nepal, the brand maintains full control over quality and supply chain, offering independent retailers a reliable, wellcrafted product backed by strong customer service and in-depth product knowledge. Known for its relaxed approach to style, the collection appeals to women seeking comfort, individuality and a connection to nature through thoughtful design. For AW26, its From the Studio collection draws on creative spaces, combining relaxed tailoring with layered textures and heritage influences. A soft palette of sage, potter’s pink and seamist is complemented by tactile fabrics including organic cotton, Tencel denim, Ecovero crepe and new-season knitwear. Standout pieces include the Chestnut Knit Jacket in a bespoke Fair Isle design, signature ditsy print shirts ideal for layering and the reversible Scarlett Jacket (pictured). The brand also offers an accessories and gifting range including co-ordinating bags and multi-bands, handcrafted cold pressed soaps, bamboo socks and felt keyring gift boxes. Wholesale prices range from £5 - £35. CONTACT: Tel: 01452 207 766 lilyandmeclothing.com
LUELLA
Short-order label Luella brings joy to wardrobes with its bold approach to everyday dressing. With a strong focus on colour, its bright and uplifting designs feature easy, wearable shapes and distinctive palettes designed to draw attention in-store. The collection is designed at its Cotswolds-based studio by a close-knit in-house team, blending British creativity with long-standing partnerships with makers in India. Known for its strong relationships with independent retailers, the brand offers a flexible, considered edit that can be tailored to suit individual customers and store identities. For SS26, the collection is delivered across two drops, centred around Luella’s signature prints applied across skirts, co-ords, shirt dresses and accessories. Feminine silhouettes remain key, with flattering, easy-to-wear dresses balanced by relaxed separates. Meanwhile, a focus on natural fabrics, including 100 per cent cotton, ensures comfort and breathability. Standout pieces include signature cotton shirts with contrast cuffs, the brand's best-selling Bari jackets refreshed in new colourways and feminine dresses such as the Sassari and embroidered Sanremo. Wholesale prices start from £17.50 for cotton shirts while the minimum order is £500 or 20 pieces.
CONTACT: Tel: 01454 238 940 luellafashion.com
SAIGE BY NOMADS
Launched in SS25, Saige by Nomads offers ethical, trend-led womenswear available for short order featuring exclusive prints and youthful silhouettes. Its collections are designed in the UK, with 90 per cent of garments made by carefully chosen producers in India. As a sister label to sustainable pioneer Nomads, the range takes a more directional approach, offering buyers low-risk, thoughtfully designed pieces to enhance their everyday fashion edit. For SS26, the collection celebrates summer, with considered capsule stories designed to appeal to a broad customer base. Fresh summer colourways are combined with effortlessly wearable shapes across cool cottons and breezy linen blends. Statement styles sit alongside everyday essentials, delivering both newness and strong commercial appeal. Potential bestsellers include a linen viscose summer dress reworked from last summer, the Ottie floral print midi dress in linen viscose and a frilled sleeve shirred midi dress in lightweight viscose slub. Available in UK sizes 8-18; wholesale prices range from £15 for tops up to £30 for dresses while the minimum order requirement is £400.
INDIES SHARE WHAT’S FLYING OFF THE RAILS THIS MONTH
Sarah Simonds
ARTICHOKE, SWAFFHAM
“Stehmann is a perennial bestseller – and there’s a new style that’s been constantly on repeat order for spring. A high summer dress from Bariloche has sold through much sooner than expected and we completely sold out of one Soya Concept jumper in two days.”
“Customers have loved Jenson's kimono sleeve jumper in every colour”
Libby Allan
EDIIT, LONDON
“We’re selling Essentiel Antwerp knits very well in-store and online it’s M.A.B.E, every single day. Jackets have been super popular across the board as well as premium denim. People are also buying Rosemunde lace trims vests in multiple colours as they know they sell out fast.”
“A high summer dress from Bariloche has sold through much sooner than anticipated - here in the real world we’re still in jumpers and gilets”
“Jackets have been super popular as well as premium denimAgolde and Mother are selling excellently”
“Libby Loves scarves have been our top seller since Christmas - we can't keep them in stock!”
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Little Treats
DESIGN-LED GIFTS UNDER £25 TO HELP BOUTIQUES
BOOST AVERAGE BASKET SPEND
Im pulse buys can be powerful revenue drivers for womenswear indies - especially when the price is right. From homeware and jewellery to hair accessories and hand cream, here’s our edit of low-cost, high-impact
JOURNAL, DESIGNWORKS COLLECTIVE, £5
POLKA DOT SHOPPER, KIND BAG, £5.81
HAIRBANDS, KKNEKKI, £POA
MINI CANDLE, COASTAL COLLECTIVE AUSTRALIA, £5.21
EARRINGS, CHALK, £3.20
MERINO BLEND SOCKS, PAIRS SOCKS, £6
CARD WALLET, PIECES, £POA
ROOM FRAGRANCE, MAEGEN, £6.25
HANDMADE SALT SOAP, DOOK, £POA
SUGAR BOWL, LENNY MUD, £7.47
KEYRING, PIECES, £POA
SAFETY MATCHES, ARCHIVIST, £3.75
PRINT, MAZ LEYDEN, £8.50
MINI GLUGGLE JUG, THE GLUGGLE JUG FACTORY, £9.50
CARING HAND CREAM, NURSEM, £10
CHAINED STAR STUD, SCREAM PRETTY, £8.95
ARCHIVIST archivistgallery.com/en-GB/become-a-trade-customer, CHALK chalkuk.com, COASTAL COLLECTIVE AUSTRALIA faire.com, DESIGNWORKS COLLECTIVE trade.designworkscollective.co.uk/pages/wholesale, DOOK faire.com, GRAPHIC FACTORY wholesale.graphicfactory.co.uk/, KIND BAG E: hello@kindbag.co, KKNEKKI E: ditte@bondep.com, LENNY MUD lennymudwholesale.com/, MAEGEN eclecticlifestylecompany.co.uk/become-a-stockist, NURSEM faire.com, PAIRS SOCKS faire.com, PIECES E: amalie.skjerning@bestseller.com, SCREAM PRETTY t radescreampretty.com, THE GLUGGLE JUG FACTORY faire.com
ART
CALMING INFLUENCE
Tranquil tones and botanical motifs unite for SS26 to create serene, considered interiors. This month we hunt and gather the season’s latest nature-inspired homeware buys so boutiques can create their own springtime sanctuary…
ABIGAIL BORG
CANDLE, PADDYWAX , £POA, faire.com |
ADALENA DECO VASE, B LOOMINGVILLE, £POA, bloomingville.com/en/retailer
GLASS BOTTLE VASE, REX LONDON, £POA, rexlondontrade.com |
Home fragrances and accessories to elevate boutique shelves this spring
TALKING TABLES
From recyclable napkins to recycled plastic tote bags, Talking Tables is known for innovative, sustainable and design-led products that add fun and style to every occasion. As a B Corp-certified business, the brand is committed to operating more sustainably, offering responsibly made products that feature recycled or consciously sourced materials. The range spans design-led homeware, kitchenware, tableware and candles for everyday hosting as well as special occasions. Buyers can choose from core categories or seasonal collections, with dedicated designs for celebrations including Valentine’s Day and Easter. Standouts for SS26 include recycled plastic tote bags in colourful designs, finished with playful emblems such as croissants, lemons and tomatoes. trade.talkingtables.co.uk/pages/trade-application-form
TOLD LONDON
Independent home fragrance brand Told London combines the art of storytelling with the power of scent. Its hand-poured candles and reed diffusers feature location-inspired aromas created with award-winning perfumers. Each also comes in its own reusable porcelain vessel featuring a bespoke illustration. Standouts in the range include the holiday-inspired, tropical-scented Island Breeze Seychelles Candle with notes of passion fruit, coconut and patchouli, alongside the refreshing green aquatic Dancing Light Lake Como Diffuser with wisteria, magnolia and jasmine. Refills are also available for each product to extend the life of the brand’s premium gold-lid containers. CONTACT: E: trade@toldlondon.com
Founded in Denmark in 2000, Bloomingville creates homewares, soft furnishings and furniture inspired by Scandinavian design. The multi-brand house releases four main collections each year alongside seasonal and Christmas collections, all with a mission to bring bold, modern design to interiors. Standout designs include retro garden furniture, vibrant painted bookcases, mid century-inspired lighting and cosy, geometric throws. Alongside its core product range, Bloomingville MINI offers playful yet timeless Nordic designs for children while its Creative Collection focuses on upcycled pieces designed to bring individuality and personality into the home. Finally, ILLUME specialises in scented candles, diffusers and refills, combining fragrance expertise with considered design. CONTACT: bloomingville.com/en/retailer
INK & DROP
Specialising in unique art prints, Ink & Drop produces all its designs and photographs inhouse. Retailers can choose from a catalogue of thousands of prints in hundreds of colours and themes – from animal portraits and botanical landscapes to creations by famous artists. Its team adopts the latest equipment to create beautiful bold artwork, printing each design onto high quality 250gsm matt fine art paper. There’s a wide range of options that are perfect for boutique edits including bold botanicals, geometric patterns and antique-inspired maps. We love this best-selling Van Gogh Exposition Floral Line Art Print.
CONTACT: E: shop@inkanddrop.com faire.com
CHALK
Offering a capsule range of UK-designed homewares and accessories, British label Chalk offers quality cushions, throws, rugs, doorstops and baskets in natural fabrics and pared back colour palettes. Its products can be ordered anytime throughout the season, with deliveries arriving in store within five to seven days on average. In this season’s homewares offering there are new coastal-themed fabrics, textures and colours across its popular oblong and bolster cushions, throws, blanket, eye masks and doorstops. Lastly, its home fragrance and skincare ranges are made in the UK and packaged in recyclable amber glass. Choose from spring-like scents including Lime and Herb, Meadow and Warm Honey.
Founded by Nottinghamshire- based maker Emma Robinson, Every Nook combines mid-century design with nostalgic fragrance to create unique candles and melts. Each product is hand-poured in small batches using natural biodegradable soy wax and comes housed inside a reusable amber glass jar with a retro abstract print. Hero scents include sophisticated combinations such as Whisky and Vanilla, Vintage Cologne and Tobacco and Praline and Coffee Bean. Now based in a small workshop in Newark-on- Trent, the independent brand is stocked by independent lifestyle and gift retailers around the UK.
Weight-loss injections may be dominating headlines, but how does that translate on the shop floor? We speak to retailers, brands and experts across the UK to find out how the so-called Ozempic effect is shaping fashion buying…
The skinny jab effect
AS WEIGHT-LOSS INJECTIONS GROW IN POPULARITY, SOME FASHION INDIES ARE REPORTING SUBTLE SHIFTS IN SIZE DEMAND. BUT IS THIS A GENUINE BUYING CHALLENGE OR JUST A SHORT-TERM BLIP?
The rise of weight-loss injections is beginning to filter through to fashion independents, with some reporting increased demand for smaller sizes. Yet with only 1.6 million adults estimated to be using Wegovy and Mounjaro in the UK – and questions still being raised over their longterm results – the consequences on size ratios remain impossible to quantify.
For retail expert Catherine Erdly, founder of the Resilient Retail Club, the best approach for buyers is to stay alert about changing customer needs without overreacting. “While there has been a huge increase in weight loss jabs, we're still talking about a very small number of women using them," she says. "So I think we'll see more of a subtle shift in sizing curves rather than a complete change.”
But some fashion indies confirm they are already experiencing the impact of weight-loss injections and are making changes to their buying, albeit in small, evolving ways. Claire Wright, owner of Gemini Woman in Stratford upon Avon, says her team is “definitely noticing some shift in size demand,” with customers increasingly opting for smaller sizes while still in the process of losing weight. “Some are also becoming more confident and experimental, choosing new shapes and neater fits,” she notes. “Weight loss jabs have given many of our customers renewed confidence in styles and colours they would have previously dismissed.”
Forward risk
B ut while these changes are relatively easy to manage when buying in-season, they are far harder to factor into forward ordering. “Buying months in advance creates a lot of risks in different ways,” says Erdly. “You are having to place orders with data that is out of date almost by default, and you also cannot adjust to changes in your store’s performance - good or bad.”
T hat lack of flexibility is a familiar challenge for fashion indies, particularly when customer behaviour becomes harder to predict. For Wright, the changes have meant placing greater emphasis on in-season buying. “As more customers are using weight-loss jabs, our prebuy analysis, which relies on historical data, is less accurate,” she says. “B2B and stock replenishment are becoming more important so we can react inseason and top back up
Wright says consistency in sizing has also become more valuable to her when choosing brands, while more flexible options – including one-size garments –are also helping to manage uncertainty. “Our buying strategy is always to track and analyse in-season as much as prebuy analysis for main season drops,” she says. “My advice would be to lean into your weekly sales analysis and adjust slowly as required, then review at end of season before placing main forward order buys.”
Measured approach
T hat caution is echoed by many independents, particularly those with longer trading histories. Renes Fashion owner Tiffany Moore says the changes she is seeing are “not as dramatic or widespread as some headlines might suggest,” but acknowledges a noticeable shift in demand for mid-sizes such as 12 and 14. “There’s also slightly less demand at the larger end than we might have expected previously,” she adds. More significant changes tend to be limited to a smaller group of customers who have experienced substantial weight loss. “From a buying perspective, the challenge is that these shifts are subtle and not yet predictable enough to fundamentally change size ratios in forward ordering.”
But for the Lancaster-based indie, the real impact goes beyond sizing. She describes these customers as going through a wider personal reset, rediscovering their style and rebuilding confidence - often seeking guidance from store teams as they navigate a new way of dressing. “That creates both an opportunity and a responsibility for independent boutiques,” she says. “It’s less about simply selling a smaller size, and more about helping someone feel like themselves again.”
Such changes, however, aren't being felt by all retailers. At Sunday Best, founder Jan Shutt - who has more than 50 years’ experience in retail - says she has not yet seen any meaningful shift in customer sizing or buying habits linked to weight-loss injections. As a result, her strategy remains unchanged, with the business continuing to buy across its core size range of 8 to 16.
S hutt also believes it is too early for buyers to factor the injections into forward order planning, pointing out that her customer base remains diverse, with steady demand across all sizes. However, she suggests that the wider impact may be felt elsewhere instead, from increased activity in alteration workrooms to a potential uplift in pre-loved platforms and charity shops, if her customers begin to transition to smaller sizes.
By design
For brands, the picture is similarly mixed. Mina Melikova, creative director at occasionwear label Goddiva, says the business has seen around a 10 per cent increase in sales of smaller sizes, particularly sizes 6 to 10. At the same time, fit-related returns have risen, with customers “bracketing” purchases by ordering multiple sizes and returning those that do not fit.
R etailers are also beginning to raise the topic with the brand, with requests for smaller sizes – particularly 6 and 8 – factoring more heavily in assortment planning. However, Melikova stresses that demand remains strong across both standard and plus-size collections, suggesting that any long-term shift is still far from certain.
“We see this as something that may stabilise over time rather than fundamentally reshape the market,” she says. “That said, we’re responding in a practical way by incorporating more stretch fabrics and adaptable fits into our occasionwear, allowing garments to accommodate changes in body shape and offer greater flexibility.”
T his move towards flexibility is something Erdly believes could become increasingly important for retailers: “Fabrics that are more forgiving of different sizes, such as jersey versus woven, could really help retailers right now. Buyers also could look at keeping their seasonal buys very tight to avoid being left with out of season dead stock, and look at more versatile, seasonless dressing to give them longer to sell through.”
E lsewhere, Polly Webb, director at Lily & Me, says the team noticed a clear difference in the sizes retailers were ordering at the AW26 trade shows. “Retailers have told us that their customers are dropping dress sizes and as such have changed their size ratios,” she says. “For example, where we would have historically doubled up on size 14 and 16, they are now asking to double up on the 10 and 12.”
Thanks to its in-house production, the brand is able to respond quickly, but Webb also questions whether the changes will prove long-lasting. “We’re in a fortunate
position to be able to ride out the changes, but my feeling is that things will settle down,” she says, noting that while increased accessibility and lower cost of the jabs may drive uptake, growing negative press could temper demand.
Webb also highlights a regression in size inclusivity, referencing recent conversations with models: “They feel the industry is going backwards with brands no longer looking to add a curvy model to their online offering,” she says. “So, it does feel like a backwards step within the industry in that respect.”
Proceed with caution
At the same time, other indies are far more dubious about the potential fall-out of weight-loss injections on fashion sales. Sarah Simonds, founder of Artichoke in Swaffham, says rapid weight loss among customers is “nothing we haven’t seen before.” She references previous “dieting fads” over the years that prompted short-term wardrobe overhauls but were often followed by weight regain.
While this can drive bursts of spending, Simonds warns against reacting too quickly, advising other retailers not to skew their size ratios.“We’re only talking about a tiny amount of people in the grand scheme of things to make any drastic changes to buying decisions,” she says, adding that her team instead encourages customers to invest cautiously while their weight is still changing. "Looking after customers in the right way always pays off in the long term," she adds.
For fashion indies, the message is clear: stay informed, be as flexible as possible and, above all, listen to your customers. Because while the “skinny jab effect” may be real, it is not – at least yet – a reason to rewrite your entire buying strategy.
Shop Talk
INDUSTRY OPINION
GREAT DANE
Chiswick’s Wild Swans has been introducing lesser known Scandi brands to London shoppers for the past 20 years. Here founder Caroline van Luthje shares her journey from film producer to revered indie owner - and why Copenhagen remains her preferred destination for hunting down the next big thing…
CAROLINE VAN LUTHJE, Wild Swans
Where the Wild Things Are
FOR THE PAST 25 YEARS, WILD SWANS HAS BEEN AT THE FOREFRONT OF SCANDI FASHION IN THE UK.
HERE FOUNDER CAROLINE VAN LUTHJE REVEALS
HOW UNCOVERING THE WEIRD AND WONDERFUL KEEPS CUSTOMERS COMING BACK FOR MORE
Wh at Caroline v an Luthje doesn’t know about Scandi fashion brands isn’t worth knowing. The Copenhagenborn indie owner was central to the UK’s early influx of Danish brands, introducing previously unknown labels such as Ganni to London shoppers in the early 2000s. “I’d go home with empty suitcases and then fill them to the brim at various showrooms,” she says. “Back then there were only a handful of Danish brands - and only Day Birger et Mikkelsen in the UK. Now hundreds have emerged and I’m proud of the part I played in their popularity.”
But fashion retail wasn’t even on Van Luthje’s radar when she moved to London as a film producer in 1996. It was her friendDanish couture designer Ann Wiberg - who suggested opening a boutique together: “I’d had enough of the film industry and thought retail must be one of the nicest and easiest jobs in the world,” she says. “I’m pleased I didn’t know any better back then - I’d have never started.”
One of a kind
Their jointly-owned Ann Wiberg store opened on Notting Hill’s Westbourne Grove 26 years ago selling expensive one-off couture. But with the eponymous designer based in Paris, Van Luthje was left manning the shop: “I can’t sew, but I’d wear a measuring tape around my neck to try and look the part. It wasn’t the kind of product you sold every day, and it was tough.”
A n idea, however, began to emerge fuelled by their customers’ interest in Danish design. “I realised I was still buying all my own clothes at home,” she recalls. “Unless you could afford to shop on Bond Street, there was lots of what I’d call ‘freezer bag clothes’ back then. It became clear there was a gap in the market for something better.”
T he first Wild Swans opened in 2005 after Van Luthje and Wiberg parted ways. Chiswick was recommended as a location thanks to its local shops and village feel: “It’s very safe here and there’s a really strong community. People are proud of the area and customers are loyal, which is much harder to achieve in more central areas. The downside is you don’t get tourists or passing trade.”
F rom the outset, Wild Swans’ focus on Danish brands gave it a clear point of difference. “I wasn’t scared of having obscure brand names, and that’s been a strength over the years,” she says.
“Customers can feel it if you’re being too commercial - you need to have all of those weird and wonderful pieces in between”
It wasn’t long before the indie was inspiring other retailers. Van Luthje remembers buyers visiting the shop, discreetly taking photos and writing down brand names. “ That was prior to everything being available on the internet, so Wild Swans became a reference point for other retailers looking for new brands.”
Taking flight
E xpansion came quickly for the indie, with a second shop opening in Islington just 12 months after the first. It proved so successful that it eventually moved to a larger unit on Upper Street before relocating to a 4,300 sq ft space in Islington Square.
However, it put increasing strain on the business. And in March last year, Van Luthje decided to close: “I felt like a failure,” she says. “But you pay a premium for that kind of location. Costs kept rising and the area was changing. It just became incredibly stressful.”
“If we don’t stand together, independent retailers don’t stand a chance”
C oncentrating on the original Chiswick shop has enabled the owner to grow Wild Swans’ e-commerce operation, which now generates around 25 per cent of revenue. “Losing Islington meant more online customers, so that helped us expand. It’s expensive and time consuming to do properly, but essential. I’m pleased to say that all the hard work is now paying off.”
S ocial media is also crucial, especially for driving traffic to the website and physical store. However, it hasn’t been without challenges: “Our Meta account was hacked and I spent a year trying to recover everything. It was devastating, but I eventually admitted defeat and started again from scratch, losing 29,000 followers.”
Today content creation is a group effort, with the entire team working together to rebuild its reach: “It's probably the Dane in me, but I like to get as many different perspectives as possible. I feel that works so much better than relying on one manager.”
S he adds that standing out on Instagram and TikTok is getting harder: “The noise level is so high now that you have to find your own little niche. But people want to see authenticity - especially now whe n there’s so much content created by AI."
Scandi destination
O ffering London’s best selection of Scandinavian fashion brands remains Wild Swans’ strongest calling card. Core labels include Samsøe Samsøe, Day Birger et Mikkelsen and knitwear specialist Sibin Linnebjerg, alongside a very small selection of non-Danish labels such as Essentiel Antwerp.
With 30 years’ experience, Van Luthje has refined her seasonal buying process. Planning takes up to a
week, starting with a review of the previous season to understand what worked, what was missing and customer feedback. “ People can see that you’ve spent time, love and care in what you’re offering. It’s not enough to open the door anymore and wait by till; you have to really know your customer and what they want when you’re buying.”
T he aim is to build one cohesive collection from multiple suppliers, beginning with a visit to one of its core brands in Copenhagen, where Van Luthje creates the foundations of the edit. To organise each season, she uses specialist buying app Faves , which allows her to upload images, categorise products and brands, organise delivery dates and maintain budgets all in one place.
The founder also continues her never-ending search for newness, selecting emerging brands to sit alongside established names. “I’m constantly looking for what’s new and interesting, always giving small designers a chance. I feel that’s what being an independent is all about.”
Stranger things
W hen it comes to product sourcing, Van Luthje is firmly against playing it safe: “The worst thing you can be when buying is scared,” she says. “You have to inspire your customer. They can feel it if you’re being too commercial - you need to have all of those weird and wonderful pieces in between.”
A nd inspire it does. The windows are switched up weekly to draw shoppers in from the street: “You need to stop people in their tracks,” says the owner. “Some customers tell us they purposely try not to walk past because they know they’ll leave with a purchase - even when they had no intention to buy.”
Step inside the 800 sq ft Chiswick boutique and you’re met with expertly curated rails, meticulously merchandised with just one size of each piece "to look like a wardrobe rather than a shop.” Van Luthje adds: “We have to utilise our small stock room space to its limit, but presenting our edit this way is part of the Wild Swans experience.”
But being inspirational can come at a cost and the owner admits sometimes bringing in pieces that have been ahead of their time. “London is always a season or two behind Copenhagen, so that’s something I have to keep in mind. We had horseshoe trousers and jeans in four seasons ago and couldn’t sell them - now everyone wants a pair.”
Fabric innovation is part of the Danish DNA, and the indie owner is pleased sustainability in particular is becoming more important to UK customers. “We now have amazing innovations coming through, such as pleather created from olive oil production waste,” she says. “I recently brought in Dawn and Dare, which creates these amazing jackets made from old shirts.”
W hile she’s often first to jump on new trends, Van Luthje always avoids buying pieces in synthetic fabrics. “Quality and price always go hand in hand for me,” she explains. “Whether it costs £70 or £700, I want to be proud of every single piece we have in the shop.”
Rising to the challenge
While it has clearly helped Wild Swans stand out, focusing so strongly on Scandi brands has n't been without its challenges – particularly in the aftermath of Brexit. With a high percentage of products being imported from Denmark, Van Luthje says the added duties are significant. “It’s also impacted our online business as Europe was our second biggest market. We decided to focus on the US, but recent changes to taxes there have also dented sales.”
S peaking to other retailers has become a lifeline for the indie owner in recent years, especially since the pandemic. “If we don’t stand together, independent retailers don’t stand a chance,” she says. “It can be a lonely job. Even with a team, you’re the one making the big decisions. Having a network is incredibly important.”
Keeping the business profitable hasn’t always been easy. But Van Luthje is positive about steering Wild Swans into a more streamlined era, focused on a single location while driving growth online. “I’m really happy with where we are now,” she says. “I’m proud of so many things we’ve achieved, especially when customers tell us how much they love shopping at Wild Swans. My main focus now is on e-commerce and bringing back more community events. But I’m very conscious of my team’s wellbeing and not pushing them too hard. You can feel their happiness when you walk into the shop – and customers can feel it too.”
“The noise level on social media is so high now - you have to find your own niche”
“Buying British is not just a patriotic gesture - it is an increasingly practical choice”
BIRA CEO ANDREW GOODACRE ON RETAIL SUCCESS DESPITE GLOBAL UNCERTAINTY
It would be remiss of me not to mention the global events that will have a significant impact on our sector. Just when we were hoping for a period of stability, we have a new war to contend with. In the past six years we’ve been through Covid, a cost-of-living crisis and the ongoing war in Ukraine. As people and business owners, we’ve had our resilience tested - and this latest conflict will test that resolve once again.
Within Bira, we operate a small buying group for specific retail sectors and it is already seeing rising inflation in the supply chain. I expect this will only worsen if this conflict becomes protracted.
C loser to home, meanwhile, consumer confidence has fallen to an 11-month low. Shoppers are becoming increasingly concerned about the cost of essentials such as food, fuel and energy, which will impact retail across the board. We saw this in 2022 following Russia’s invasion of Ukraine; hopefully we learned some strategies back then that will help us manage this current situation.
T hese types of global events should prompt us to review our business plans and consider what adjustments need to be made. Independent retail thrives on being more unique than the mainstream and more agile when it comes to adapting the offer.
But it ' s not always possible to protect ourselves from external pressures and sometimes these circumstances also present opportunities. Focusing on British brands could be one of them. UK-based suppliers are less reliant on imports, not driven by the mass market, and reflect the quality and diversity of this country's independent fashion sector.
B uying British is not just a patriotic gesture - it is increasingly a practical, economic and strategic choice for consumers, brands and the wider economy. It can help address supply chain pressures while supporting local businesses. Customers will buy into
this too, if we clearly communicate the value behind British-made goods.
A nother response to a potential cost of living squeeze is to ensure you have a value-driven product mix. I highlighted the need for diversification in a previous column, and the giftware market continues to grow, offering strong margins and additional sales opportunities for retailers. Even in tougher times, people will still buy gifts - but they need inspiration.
Re tail is challenging, and continued change will be needed for businesses to survive. Indie retailers may not have the buying power to drive down prices, but they can be agile, react quickly and still deliver value to their customers.
“Start
treating awards as part of your marketing strategy”
RETAIL CHAMPION CLARE BAILEY ON WHY WINNING THE RIGHT INDUSTRY AWARD CAN BE A CONTENT GOLDMINE
Le t’s be clear: if you still think business awards are just a nice ego boost, you’re missing a commercial opportunity. In today’s indie retail landscape, where every boutique has a story, beautiful store and curated Instagram feed, standing out has never been more difficult. Customers are overwhelmed with choice, spending cautiously and looking for reasons to trust. And t hat’s where awards come in - not as mere decoration, but as differentiation.
At their best, awards offer something you cannot create yourself: credible third-party endorsement. You can talk about your styling, service or edit, but when someone else says it for you, it carries more weight, reassures customers and helps them make quicker decisions - whether that’s stepping into your store or clicking ‘buy’.
Where many boutique owners who win awards fall short is focusing only on the outcome. In reality, the value sits in everything around it. Because when done properly, awards are a content goldmine.
From the moment you decide to enter, you have a story to tell. Why now? What are you proud of? What have you built? Bring your audience into that process. Show the reality behind the rails - the buying, the late nights, the decisions. That’s the content people connect with.
T hen comes the shortlist. That’s your moment to amplify - not a quiet mention, but a confident statement of who you are and why it matters.
A nd if you win, or even place, don’t let it be a one-day story. Use it everywhere: in-store, online, on packaging and across your communications. It should become part of your brand, not a one-off announcement. T his is how you turn one award into months of visibility.
T here is also a strategic benefit that often gets overlooked. Entering an award forces you to step back and properly assess your business - your numbers, growth, customer experience and point of difference.
You have to articulate this clearly, and that’s where the value lies. Many independents run strong businesses instinctively, but haven’t defined what makes them commercially successful. A good award entry demands that clarity - and once you have it, you can use it across the business.
D on’t underestimate the internal impact either. Running a boutique is relentless. Recognition, even at finalist stage, gives a genuine boost. It builds pride, lifts morale and gives your team something to rally around - which matters, especially when good people are hard to find.
T hat said, not all awards are worth your time. Be selective. Look for those judged by people who understand the industry or are backed by credible publications. If it feels overly commercial or driven by add-ons, it’s probably not the right fit. The wrong award can dilute your positioning - the right one can strengthen it.
Stop seeing awards as something you might get round to entering and start treating them as part of your marketing strategy. Because in a world where everyone is shouting for attention, awards give you a structured, credible way to be heard. And that’s not just a trophy for your mantelpiece - it’s a business advantage.
Clare Bailey is one of the UK’s leading independent retail experts, consultant, speaker and founder of Retail Champion. She advises retail businesses from sole traders to major brands and is a regular commentator across national media; retailchampion.co.uk
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