Image courtesy of Noen Tel: 0207 636 3063 godske.com
Editor's NOTE
The AW26 buying season has begun on a positive note, with brands, agents and trade show organisers reporting confident order writing across the board. Speaking to indie owners over the past few weeks, it’s clear there is a shared list of priorities: value for money is non-negotiable, distinctive design matters more than ever and both strong margins and exclusivity rank highly on your sourcing agenda.
Primrose Hill’s Pamela Shiffer is just one boutique owner who has built a long-standing business by understanding exactly what her customers want to buy. “Affordability means different things to different people, but value for money has always been key,” she says. In this month’s Shop talk , she reflects on 37 years in fashion retail while sharing what she looks for when sourcing new brands today.
E lsewhere, diversification is proving an increasingly effective strategy for fashion indies looking to drive footfall and increase basket size. With this in mind, this month’s issue also includes a dedicated interiors section, spotlighting homewares and fragrances that are easy for womenswear boutiques to trial. Turn to page 59 for buying inspiration and key suppliers to know.
In her new monthly column, retail expert Clare Bailey agrees that moving beyond a single core category can help indies build more resilient businesses. “A customer who has just invested in a £120 dress may hesitate at another fashion purchase, but an £18 candle at the till feels effortless,” she says. Read her insight on page 72
F inally, Top to Toe’s Adam Bloom outlines practical ways indies can strengthen their businesses for the long term in his feature on future-proof strategies. His focus on reliable stock systems, online visibility and loyalty shows how small changes can make a meaningful difference to indie retail businesses this year and beyond. Read more on pages 54-55
Gemma Ward, Editor
IRELAND
IRELAND
IRELAND
Ella Boo Limited, Unit 08, Fashion City, Ballymount, Dublin 24, D24 EW2P
IRELAND
Ella Boo Limited, Unit 08, Fashion City, Ballymount, Dublin 24, D24 EW2P
Ella Boo Limited, Unit 08, Fashion City, Ballymount, Dublin 24, D24 EW2P
Contact June
Contact June
+35386 7915740
Contact June +35386 7915740
+35386 7915740
Ella Boo Limited, Unit 08, Fashion City, Ballymount, Dublin 24, D24 EW2P
BOUTIQUE STAR AWARDS RETURN CONFIRMED FOR NOVEMBER 2026
Th e Boutique Star Awards will return for a sixth year in November 2026, with a refreshed lineup of categories celebrating the achievements of independent retailers, brands and agents. Entry remains free, and business owners can put themselves forward for any categories they are eligible for ahead of the submission deadline later this year. Industry insiders are also encouraged to nominate exceptional indies and suppliers
E ntries will open online via boutique-magazine.co.uk at the end of March. Retailers and suppliers will be invited to submit a short overview of their business, alongside supporting evidence, for consideration by a panel of independent industry judges. Winners will be revealed at a celebratory winners’ party in London later in the year.
Julie Neill, owner of Boutique magazine, says the awards continue to shine a light on the resilience and creativity of the independent womenswear sector.
“ The Boutique Star Awards celebrate the people and businesses behind this vibrant, hard-working industry,” she says. “Each year we see an incredible standard of entries, and we’re expecting 2026 to surpass all expectations. This competition gives amazing businesses of all sizes the chance to receive the recognition they deserve.”
L aunched in 2019, the Boutique Star Awards champion excellence across fashion and lifestyle retail, from bricksand-mortar independents to brands and individuals. It is the only competition of its kind in the UK dedicated solely to recognising the success and contribution of womenswear independents and their suppliers.
L ast year’s winners were announced at The May Fair Hotel, with Gemini Woman named Fashion Independent of the Year , Artichoke taking Online Shop of the Yea r and Goddiva crowned Womenswear Brand of the Year Cirencester indie owner Sue Parkinson was also awarded the Lifetime Achievement trophy.
Harrogate Fashion Week (HFW) closed its February 2026 edition on a high following a surge in buyer numbers, refreshed branding and a positive outlook for the new season ahead.
Returning to the spa town from 1-3 February, this season’s event attracted 1,700 visitors - marking a 7.5 per cent increase on February 2025. Buyers travelled from across the UK and Ireland to place orders primarily for AW26, with organisers reporting strong order writing throughout its four halls.
INDX WOMAN HOSTS FREE AW26 TRENDS PRESENTATIONS
Forecasting agency BDA London returned to INDX Woman and Man this season to deliver free, commercially focused trend presentations for buyers. Hosted across both two-day sourcing events at Cranmore Park, the sessions offered an interactive exploration of AW26 trends, followed by a Q&A session. Attendees also received a curated trend edit highlighting products from exhibitors aligned with the season’s forecast. “Our goal is to offer more than a marketplace,” says James Crabtree, head of fashion at AIS. He adds that BDA’s ability to translate high-level trends into practical, store-ready insight helps visitors make confident, commercially successful buying decisions across the show floor.
Over 250 brands showcased their new collections across womenswear, footwear, accessories, occasionwear, lingerie and swimwear. More than 40 new exhibitors joined the show’s lineup this season alongside its roster of established favourites.
After the first day of product sourcing, brands and buyers came together for the show’s traditional Sunday evening afterparty to network over drinks, food and a live DJ set.
The next edition of HFW will take place from 2-4 August; harrogatefashionweek.com
Artichoke founder shares online insight on retail podcast
Artichoke founder Sarah Simonds, winner of Boutique Star Awards’ Online Shop of the Year 2025 , is sharing her approach to independent e-commerce on The Resilient Retail Game Plan podcast. The 30-minute episode sees the Norfolk-based retailer in conversation with host and retail expert Catherine Erdly (pictured, right), as she discusses the practical, easy-to-adapt strategies behind her boutique’s online model. The episode is available to listen to now on Spotify.
BUYERS RESPOND POSITIVELY TO FASHION AT SPRING FAIR
Spring Fair launched its rebranded Fashion destination last month, offering buyers a full NEC hall of clothing, footwear, jewellery and accessories. The area was supported by live fashion shows and educational content via The Style Atelier stage, hosted by Caryn Franklin. Show director Fay Tranter said the fourday event continued to evolve with buyers’ changing needs, with the Fashion area replacing Moda x Pure to deliver a broader brand mix, increased live content and greater participation from overseas brands. “We’re seeing growth in international
exhibitors across the board at Spring Fair,” she said, adding that feedback on the new Fashion destination had been positive. British womenswear brand Luella had one of the busiest stands in the new section, with founder Alison Townshend reporting a strong reaction to the vibrant colourways offered throughout its short-order collection. She added that the show drove strong sales from buyers across the North of England, Scotland and Ireland. Spring Fair’s sister event Autumn Fair will return to NEC Birmingham from 6-9 September.
CATHERINE ERDLY
INDIE SHOP NEWS
FULL CIRCLE
Bedford-based womenswear
independent Boutique Planet has announced it will permanently close its doors later this month following 30 years of trading.
IN CONVERSATION
The Dressing Room’s Deryane Tadd was the first indie retailer to share her buying expertise with Scoop founder Karen Radley during the show's new fireside chat series.
POP UP PLANS
Occasionwear indie Me and Maya, which has traded in Midhurst since 2004, will close imminently, but is returning as a pop-up in other locations later this year.
Giving & Living cancelled following 61-year run
Coastal trade show Giving & Living has been cancelled after six decades, organiser Hale Events has announced. The company confirmed the show’s end last month, citing “dramatic changes to the way products reach
consumers” as a key contributing factor. The Exeter-based show first launched in 1965, showcasing thousands of home and gifting products with a strong focus on British makers and the UK tourism market.
Goddiva has unveiled the next generation of its AI-powered virtual try-on service, allowing online shoppers to visualise how they will look in its garments directly from their screens. Currently on trial with a select group of VIP customers, the new technology analyses each customer’s unique structure, proportions and size data to simulate how a garment will fit, drape and sit on their body.
The brand hopes the service will give customers clearer expectations of fit and appearance, helping to reduce returns, lower its environmental impact and save time. Built by Goddiva's in-house team, the platform uses Google Gemini alongside its own proprietary AI systems. The service is opt-in only and GDPR-compliant, with customer images processed solely for the virtual try-on experience.
The British occasionwear label is also trialling further AIpowered innovations, including a size predictor and an AI video generator showing how fabrics move and catch the light on customers’ virtual bodies in motion.
SALES FIGURES DECEMBER 2025 (VS DECEMBER 2024)
MARGIN
-1.38%
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
EVERYDAY ESSENTIAL
Chalk’s flat suede Hampstead bag with matching lining can be worn on the shoulder, crossbody or carried by its wrist strap - offering everyday versatility for all shoppers. Available in two colourways; £POA; chalkuk.com
WINTER HERO
Drawing on French maritime tradition, Saint James’ St Elina peacoat reinvents a classic naval style for modern wardrobes. Its contemporary design features warm double-faced wool, a sharp tailored collar to shield the wind and the brand’s signature crested buttons. £POA; Tel: 07539 228 041 E: marc@doublehagency. com doublehagency.com
LOVE LANGUAGE
Consciously priced and available for immediate delivery, Fable England’s gold-plated brass Initial Necklaces offer an easy gifting option, with each oval spinner featuring an engraved letter and hand-painted flower on the reverse. £POA; Tel: 0203 397 5885 E: trade@fableengland.com
THIS MONTH’S STANDOUT WOMENSWEAR AND ACCESSORIES
DRESSING UP
With a soft, modern approach to motherof-the-bride dressing, Samantha Jane offers perfect-fit pieces in simple shapes and beautiful fabrics. Its AW26 is influenced by catwalk trends with tactile textures such as lace and satin sitting alongside maximalist details and embellishments. Wholesale prices are around £100 per piece on average while the minimum order requirement is 12pcs; Tel: 07342 073 889 E: info@samanthajanewholesale.com samanthajanewholesale.com
BRING THE DRAMA
A standout from Mos Mosh’s AW26 collection, its navy Heliam Broange Shirt features statement broderie anglaise sleeves that will instantly elevate jeans and tailored trousers. £POA; E: pl@mosmosh.com
Eco chic
SUSTAINABLE PRODUCTS AND BRANDS
ALL ACTION HERO
Made in Denmark using 99 per cent recycled materials, Pilgrim’s Arin gold-plated signet heart ring is waterproof - making it the perfect choice for everything from beach days to workouts. £POA; Tel: 00456 333 333 E: b2b@pilgrim.dk
KIND & CONSIDERED
With clean, simple lines and a chic boxy shape, Lily & Me’s consciously made organic cotton Piper Jacket features thoughtful details such as turn-up scalloped cuffs, front patch pockets and vintage-inspired cotton lace trims. £25; Tel: 01452 207 766 lilyandmeclothing.com
CHERRY ON THE TOP
Ideal for summer adventures, Talking Tables’ Cherry Tote Bag is crafted from water-resistant recycled plastic made from used cement bags, appealing to conscious indies and shoppers alike. £POA; trade.talkingtables.co.uk/pages/ trade-application-form
CHECK MATE
Producing feel-good sustainable knitwear since 2019, Cara and the Sky’s short-order line-up includes pastel striped jumpers and checkerboard cardigans. Each is designed in-house and made in Britain using soft, colourful vegan yarns. £POA; E: info@caraandthesky.com
GOING DUTCH
B Corp-certified womenswear brand By-Bar Amsterdam is now available to UK independents via Magpie London Agency. Expect high-quality, responsibly made clothing for modern women - from everyday sweatshirts and tees to stylish denim and tailored separates. £POA; E: info.magpieagency@gmail.com
LOVE LETTER
Relaunched for SS26, Emilia’s iconic 925 sterling silver Letter Charms make the perfect gifting option for Valentine's Day edits and beyond. £POA; E: ditte@bondep.com
ON REPEAT
Part of Vero Moda's NOS collection, the Danish brand’s minimalist black shorts and top co-ord is available to reorder throughout the season, giving indies reliable, easy top-ups whenever stock runs low. £POA; E: nina.kristensen@bestseller.com
Lovesboutique
VALENTINE’S INSPIRED FASHION BUYS TO INSPIRE YOUR NEXT BUY
AFTER DARK
Based on the elegant ambrée notes of Connock England’s signature Kukui scent, the Noir version layers rose, calla lily and jasmine with black amber and oud wood - offering an exotic take on its best-selling fragrance. £POA; connockengland. co.uk/pages/b2b-login
HOLIDAY ROMANCE
Designed in the Cotswolds and crafted by skilled artisans in India, Luella’s flowing Sassari maxi in a pink and green striped lotus flower print will bring joyful colour to rails this SS26. Available in-season for immediate delivery, £POA; Tel: 01454 238 940 luellafashion.com
FROM THE HEART
Stockholm-based underwear brand Understatement champions every woman through playful design and empowering image campaigns. Expect lace support bras and mesh bralettes in vibrant prints and hues. £POA; E: wholesale@understatement.se
Intimateessentials
THE LATEST LINGERIE, SWIM AND RESORTWEAR TO INSPIRE YOUR NEXT BUY
SHAPING UP
Italian lingerie label Ambra leads in innovation with its soft and supportive underwear and shapewear. For AW26, its Solara collection features natural fibres, recycled materials and soft and sleek textures that blend function and form. Key pieces include its Seamless Smoothies Full Brief and Killer Curves Shaping Shorts. Wholesale prices are around £8 per piece on average; Tel: 01623 600 680 E: abaines@ melasgroup.com ambraUK.com/
ON TRIAL
Sustainable underwear brand Nudea has introduced a new range of Discovery Kits containing three of its best-selling briefs, allowing shoppers to experience their favourite silhouettes in different fabrics. £POA; E: info@nudea.com
MADE FOR MOVEMENT
DIVE IN
Beliza’s Liberte collection offers exquisitely made swim and resortwear that celebrates freedom and movement. Standouts include metallic one-pieces in graphic shapes, luxe backless beach dresses and jewel-adorned bikinis in striking, unexpected cuts. £POA; beliza-swimwear.com
ENDURANCE TEST
Making its debut for SS26, Naia Active is the latest launch from the British-born swim and beachwear brand. Buyers can expect a capsule of workout-friendly tops, bras and leggings in luxe, breathable fabrics designed to support and flatter the body as it moves. £POA; E: mel@naiabeach.com
London-born premium legwear brand Hēdoïne is redefining tights with its stylish, comfort-driven designs that are built to last. Boasting ladder-resistant technology, seamless construction and a sculpting fit, the brand also places a strong focus on sustainability, with selected styles spun using premium-quality biodegradable yarns. £POA; Tel: 07801 062 775
E: janice.tassell@jt-brand-studio.com
Stock Up
CHECK LIST
From new-to-the-UK names to proven commercial heroes, we round up next season’s most hotly tipped, boutique-friendly collections to help alleviate your buying fatigue…
New order
THE LATEST WOMENSWEAR FINDS TO ELEVATE YOUR NEW SEASON EDIT
LUELLA
British womenswear brand Luella brings joy into everyday wardrobes with its bold approach to modern styling. For SS26, its short-order collection features bright and uplifting pieces in feel-good prints, wearable shapes and vibrant hues. Expect thoughtfully sourced, sustainable materials chosen for their quality, softness and lower environmental impact. Floral motifs and organic forms in pink, coral and blue appear across dresses, crisp cotton shirts and flattering skirts. Designed in the Cotswolds and produced by skilled artisans in India, new season standouts include the flowing Sassari maxi dress in a pink and green striped lotus flower print, the cotton Bari jacket in an intricately detailed Indian pattern and Luella’s signature breathable cotton shirts.
CONTACT: Tel: 01454 238 940 luellafashion.com
POMODORO
Known for its signature dresses and glamorous aesthetic, knitwear takes centre stage in Pomodoro's AW26 collection with timeless classics elevated with a modern twist. Argyle emerges as a category favourite while decorative stitching adds depth and interest. Elsewhere, the collection features stylish separates in tactile textures, with chocolate brown, chestnut and berry sitting against flashes of lime, spice, pink and electric blue. Dramatic colour blocking is another key feature, with bold horizontal bands and multi- coloured stripes injecting colour and energy into outfits. There’s a strong selection of trousers in solid and print designs this season as well as pleather and pleated skirts in a variety of shapes and fabrics. Finally, faux fur brings glamour to the collection, with standouts including its showstopping Leopard Faux Fur Jacket. Available in UK sizes 8-18.
CONTACT: Tel: 0208 961 4000 pomodoroclothing.com
BETTY BASICS
Known for its affordable everyday essentials, Australian womenswear label Betty Basics creates elevated casualwear in fun colours, flattering shapes and striking prints. Its AW26 collection renews the brand’s focus on trend-led comfort, offering polished pieces in a classic colour palette mixing wintery blues with warm brights such as cinnamon spice. Combining comfortable shapes with a fashion-led aesthetic, dressing for autumn has never been easier with this versatile and uplifting womenswear collection. Wholesale prices range from £12 for tees, £16 for jumpers and £29 for outerwear while the minimum order requirement is £1,500.
British luxury womenswear label Lenie Boya creates sophisticated, feminine fashion for modern shoppers. The brand merges classic elegance with a modern twist, creating confident and sophisticated designs made to last generations. Its design signature includes architectural structure, innovative cuts, threedimensional fabric manipulation, exceptional fabric quality, attention to detail and tailored precision. This season sees the introduction of its first prêt-à-porter collection, available throughout the year, featuring seasonless mix and match separates with interchangeable linings that can be worn in a number of ways. Hero pieces include structured lace and tuxedo waistcoats alongside coordinating wide leg trousers made from black corded patterned lace. Wholesale prices are £87 per piece on average while there is no minimum order requirement.
US-born brand Bedhead Pyjamas produces exceptionally crafted sleepwear featuring whimsical details and hand-drawn prints. Created by artists in New York and Los Angeles, its range spans everything from florals and stripes to holiday scenes and far-flung destinations, with each signature print telling its own story. Natural fibres are at the heart of the collection, such organically grown cotton alongside breathable, sustainable materials like silk and linen. As well as its main collection, the brand also regularly unveils exclusive collaborations such as its celebrated partnership with Liberty of London, bringing iconic prints and timeless elegance to its nightwear. Key pieces include long sleeved cotton pyjamas, stretch jersey short sets and oversized flannel boyfriend shirts. Wholesale prices are around £49.50 per piece on average while the minimum order requirement is £750.
Contemporary Dutch womenswear label By-Bar Amsterdam is now available to UK retailers via Magpie Agency London. Known for its contemporary, high-quality collections and commitment to responsible production, the label is a certified B Corp, offering highquality, responsibly made clothing for modern women. Sustainability and social responsibility are central to the brand’s ethos, with a focus on ethical production and reducing environmental impact. Founded in 2008 by creative director Barbara Brenninkmeijer, the brand plans to expand its network of independent stockists in the UK, which already includes Doodie Stark, Mercantile London, Cavells and Collen and Clare. Key pieces for AW26 include everyday sweatshirts and tees to stylish denim and tailored separates. CONTACT E: info.magpieagency@gmail.com
Our showrooms are based 5 miles from the City centre of Manchester on the East Lancashire Road, within easy reach of surrounding motorways or a short taxi ride from Piccadilly Station. We have ample free parking directly outside.
We have a varied selection of international brands to suit all ages and budgets. If you would like to come along and view any of our collections or for more details, please do get in touch. (Evening and weekend appointments available.)
Warmest wishes from Amanda and the Team
DORIS STREICH
ALLISON
TINTA
ALLISON
Fashion Extras
THIS MONTH’S BEST BAGS, HAIR ACCESSORIES AND JEWELLERY
GOOD FOR THE SOLE
Made from Australian sheepskin with flexible rubber soles, Emu Australia’s iconic Mayberry Slippers will put a spring in shoppers’ steps as we transition into warmer days. £POA; Tel: 0207 713 2080
BLOOM TIME
Capturing the delicate aromas of an English country garden, Ludus’s Eden Rose Candle is hand poured using the purest mineral and soy wax for a clean, lingering scent. £POA; E: fiona@luduscandles.com
WILD STREAK
Female-founded lingerie label
Understatement transforms everyday essentials into confidenceboosting staples with its powerful campaigns and modern statementmaking styles. £POA; E: wholesale@understatement.se
LIQUID GOLD
Designed to mimic melting drops of gold, Pilgrim’s recycled brass Jennings earrings will bring sculptural interest to ears and accessories displays this SS26. £POA; Tel: 00456 333 333 E: b2b@pilgrim.dk
HELP AT HAND
Formulated to soothe dry skin and brittle nails, CQ Gardens’ Celery Seed Hand Salve contains high-quality ultra-moisturising ingredients to protect and nourish hard-working hands. £POA; E: info@cqgardens.com
BUTTER ME UP
Add a playful twist to everyday styling with Gold Tripp’s croissant-shaped hair claw. Finished with a bow detail, its whimsical design promises to bring a touch of Parisian charm to any accessories edit. £POA; E: hello@goldtrip.co
TIED UP
Known as one of the best hair ties in the world, KKNEKKI’s durable woven bands offer a secure grip without any pulling or damage. Choose from over 700 shades and combinations. £POA; E: ditte@bondep.com
BRING ON THE SUNSHINE
Add sun-soaked charm to shelves this season with Sass and Belle’s hand-painted Tomato Mug. Its cute gingham print and fruity design will bring joy to homeware edits this SS26. £POA; sassandbelletrade.co.uk
TOY STORY
Perfect for children’s gifting edits, Rainbow Designs creates high-quality plush toys under a licensed portfolio spanning classic characters such as Winnie the Pooh, Peter Rabbit and Elmer. £POA; rainbowdesigns.co.uk/ request-catalogue
CALMING INFLUENCE
Targeting everything from chapped lips to tense muscles, OTO’s CBDenriched Ultimate Balm features a grease-free texture that sinks instantly into the skin. £POA; E: natalia@otowellbeing.com
BEACH BOUND
Made in India using a 60 per cent cotton mix, Pieces’ green jute shopper bag is the ultimate accessory for summer beach days and weekends away. £POA; E: amalie.skjerning@bestseller.com
DO THE TWIST
Made from cow suede and recycled cotton, Celtic and Co’s Suede Twist Lock Mini Cross Body Bag features a practical design and secure fastening - making it the perfect choice for everyday errands. £POA; E: trade@celticandco.com
BEAUTY SLEEP
Made with 100 per cent cotton Liberty-print fabric and filled with calming lavender, Bon Dep’s Ciara Eye Mask is the luxury bedtime accessory of dreams. £POA; E: ditte@bondep.com
GOOD LUCK CHARM
Packaged in a vintage-inspired green velvet gift box, Amelia Scott’s Lucky Clover Bracelet features three handpainted enamel motifs and coloured cubic zirconia gemstones. £POA; E: hello@amelia-scott.com
FASHION ICON
Eight years in the making, Chanel in Vogue features iconic illustrations and photography across two volumes sourced from the magazine’s international archive. £POA; Tel: 01235 759 500 E: huk.new@hachette.co.uk
SUMMER RAIN
Arran’s After the Rain Discovery Set is the perfect add-on purchase, containing mini sizes of the Scottish brand’s hair and bodycare products formulated in its signature scent. £POA; arran.com
INSTANT SPARK
Designed in London and handmade in Jaipur, APRÈS YOUTH’s Spark Enamel Ring will add a pop of colour to any jewellery edit. Available in five enamel shades in 22-carat gold vermeil. £POA; E: emily@apresyouth.com
TWO IN ONE
New this season, Lily & Me's Ayla Trousers are cut for a relaxed fit with a pleated front and elasticated waist. Perfect for trans-seasonal dressing, a button at the hem offers the option for a barrel shape leg or a straighter cropped look. £24
SMART THINKING
Returning for another season, the British brand's best-selling Flora Blouse is crafted in embroidered striped cotton with a scalloped collar and delicate pintuck detail. Style with its soft sustainable Tencel Lyocell and cotton blend wide-leg Sophie Trousers for a chic contemporary look. From £21
ARTIST'S IMPRESSION
Lily & Me’s signature ditsy blouses have been reworked for AW26 in a Painter’s Posy print. Choose from a classic Patsy Shirt or frilled placket Frida Blouse (Pictured). From £18.50
EVERYDAY STAPLE
Another best-selling style updated for AW26 in a timeless Lily print, the brand’s Anya Midi Dress offers a stylish midlength option, crafted in soft, drapey cotton pincord. £30
WINTER WARMER
Designed with a flattering boxy shape, Lily & Me’s Chestnut Jacket is crafted in recycled yarn with a touch of Alpaca for a soft finish. Its heritage inspired Fair Isle design will bring colour and newness to rails for AW26. £25
Lily & Me’s AW26 collection draws inspiration from the creative spaces where art and nature meet.
“From the Studio” celebrates the tactile world of craft and creativity that lies at the core of our brand. Relaxed tailoring, layered textures, mood-enhancing colour stories and heritage influences shape the season. To view the collection, contact your local agent or get in touch with us using the details below.
REAL WORLD RETAIL
FROM BOLD VM DECISIONS TO SMARTER INSTORE EXPERIENCES, THE VM AND DISPLAY SHOW RETURNS THIS APRIL OFFERING INSPIRATION AND INSIGHT FOR RETAILERS
The VM and Display Show returns to Islington’s Business Design Centre on 14 – 15 April, promising a fresh line-up of exhibitors, ideas and inspiration for bricks-andmortar retailers. Designed for those looking to elevate the instore experience, the show spans everything from mannequins, POS, lighting and signage to large-scale print, graphics, surface finishes and experiential features, giving retail owners the chance to see, compare
and plan under one roof. Last year’s edition, held at the same venue, saw sustainability and experience-led retail emerge as key themes, from ecoconscious mannequins and innovative materials to flexible display systems designed to evolve with the season. Educational content proved a major draw, with the POPAI Zone hosting packed seminars on shopper strategy, sustainability and the growing role of AI in retail, alongside practical physical retail insights from Sky, Stella McCartney and Revolution Beauty. CONTACT: Tel: 01945
vmanddisplayshow.com
With a record number of exhibitors already rebooked and limited space remaining, the 2026 show is shaping up to be a focused, retailer-first event that positions visual merchandising as a core commercial driver.
Down to business
FROM THE GROUND UP
In d ependents are increasingly having to do more with less as 2026 gathers pace, making savvy business decisions more crucial than ever. This month, Top to Toe’s Adam Bloom reveals how putting the right structures in place can unlock retail growth - from smarter systems and processes to practical decisions that support long-term resilience...
Building momentum
FROM SOLID TECH FOUNDATIONS TO LOCAL VISIBILITY, ADAM BLOOM FROM TOP TO TOE FASHIONWEAR EPOS SHARES FIVE PRACTICAL WAYS INDEPENDENTS CAN FUTURE-PROOF THEIR BUSINESS
Re tail is transforming at a speed that can feel overwhelming. For fashion independents, maintaining a competitive edge often appears to require matching the endless budgets, teams and tech stacks of the big players. But here’s the reality: that is not the fight you need to win - and it never has been.
Future-proofing your business is not about chasing every new innovation or throwing money at the latest technology. It’s about strategic agility and smart investment that amplifies your greatest asset: personal, human connection. Your customers have already bought into your ethos and values. The focus now should be on supporting that experience with systems and strategies that work effectively in the background, freeing up your time, headspace and energy.
Here are five high-value, practical steps for building a solid future-proof retail strategy without losing the individuality that makes your business special…
1. Set the foundations
We all know the allure of the shiny new gadget. But if you’re focusing on front-of-house improvements or new sales channels while still wrestling with a clunky stock system behind the scenes, you’re setting yourself up for a nightmare. When the foundations aren’t solid, every new initiative adds friction - and that friction always ends up being felt by the customer.
A ny back-end issue will show up in small but significant ways, from slower service and uncertainty on the shop floor to missed opportunities and avoidable mistakes. Over time, it chips away at the confidence of both your team and customers.
The future-proof move
I nvest in a single, reliable, cloud-based Point of Sale (POS) and inventory system. It should link your shop till with your e-commerce site and stock location seamlessly. Think of it as sorting out the plumbing before you buy the bespoke Italian bathroom suite. Real-time stock reconciliation isn’t glamorous, but it’s the unsung hero that eliminates accidental oversells and gives you back the mental space to focus on the things you actually love doing.
2. Cultivate experiential retail
I n a world where you can buy almost anything with a single click, your physical store has to work harderand smarter - to attract shoppers. Convenience alone is no longer enough. Customers need a reason to choose a real-world visit over scrolling on the sofa, especially when time and budgets are tight.
F or independents, this is where physical retail still holds a powerful advantage. Your store doesn’t just hold transactional value - it’s a space to connect, inspire and build trust. The atmosphere, conversations and way customers feel when they walk through the door all play a role in whether they return. Increasingly, the stores that thrive treat the shop floor as an experience in its own right - not just a backdrop for product.
The future-proof move
Dedicate time to planning low-cost, high-impact instore experiences that reflect your brand personality. The most successful boutique owners in 2026 aren’t just waiting for footfall to arrive. Whether you hold private styling appointments, partner with a local florist for a workshop, or host an exclusive preview evening, these occasions give shoppers a reason to visit now, not later. When a visit feels memorable and personal, you’re not just making a sale - you’re building loyalty.
3. Master digital visibility
F or most independents, local online search has become a bridge between digital discovery and physical footfall. Shoppers may still value in-store service, but their journey often starts online, even when they plan to buy in person.
W hen someone nearby searches for “independent clothing store near me” they’re not casually browsing - they’re actively looking to visit. If your business doesn’t show up clearly at that moment, you risk invisibility to customers who are ready to buy. Digital visibility, then, isn’t about competing nationally - it’s about owning your local presence and making it easy for customers to find and choose you.
The future-proof move
Treat your Google Business Profile (GBP) like a second shop window. It’s free, highly visible and often overlooked by indies. Accurate opening hours are essential, but consistency matters just as much. Regularly uploading images of new displays and arrivals reassures customers that your business is active, evolving and worth making the trip for.
4. Implement tiered loyalty
S ubscription models can sound corporate, data-heavy and designed for the multiples, but they are simply a way of formalising relationships that independents
already value. Most boutiques know who their best customers are – they’re the regulars who return season after season and actively seek out the business.
A s costs rise and margins remain under pressure, focusing more intentionally on this core group makes commercial sense. Retaining an existing customer is far more cost-effective than constantly chasing new ones, and loyalty schemes offer a way to reward commitment while creating a sense of belonging. Done well, they strengthen emotional connection as much as they drive revenue.
The future-proof move
I ntroduce a clear, appealing VIP loyalty programme that feels generous rather than complicated. Offer tangible benefits like queue-jump exclusivity, guaranteeing first access to sales and new arrivals; added convenience such as complimentary shipping or extended return windows; and appreciation, like a meaningful annual birthday gift or voucher.
5. Look at other indies
S ometimes, the best ideas come from outside our bubble. If you think about the small businesses that you personally love - the independent coffee shop, the brilliant local deli – they all excel at community and friendly, welcoming service.
F or fashion independents, there’s a lot to be learned from this approach. Inspiration doesn’t always have to come from the latest retail trend or trade show; it can come from observing how other indies build loyalty through sincerity, knowledge and personal connection.
The future-proof move
B orrow a page from the successful bookshop. Empower your team to share their personal expertise. Set up a “staff edit” rail or display. Don’t just tag items with a price; include a handwritten note with a personal recommendation. “Our stylist James loves this linen shirt because it washes like a dream and is perfect for a weekend away.” This simple, personal touch leverages the knowledge of your staff, which is something a huge online retailer can never truly replicate.
Agility is the future
D eveloping a resilient future-proof retail strategy is really about prioritising efficiency, connection, and personality over massive spending. By sorting out your tech foundations and leaning into the humanfirst experiences that make your brand special, you put your independent business in the strongest position to thrive for years to come.
Adam Bloom is head of new business at fashion specialist EPoS software provider Top to Toe. Find out more at toptotoe.com
Chain reaction
GLOBAL MARKETPLACE APLF RETURNS TO HONG KONG THIS MARCH, BRINGING TOGETHER INTERNATIONAL LEATHER AND ACCESSORIES SUPPLIERS UNDER ONE ROOF
On e of the world’s biggest global platforms for leather, materials and fashion accessories, APLF returns to the Hong Kong Convention and Exhibition Centre from 12–14 March, running alongside its finished accessories showcase : Fashion Access. Together, the events bring a comprehensive view of the bags, footwear and small leather goods supply chain - from raw materials through to finished product.
P ulling in an expected 9,000 visitors from around the world, the combined show will present more than 800 exhibitors across 17 national pavilions, showcasing finished products and materials from Australia, Brazil, China, France, Germany, India, Italy, Japan, Mexico, Pakistan, Spain, Thailand, Turkey, Uzbekistan and the US.
Organisers say this international breadth reinforces the event’s role as a global marketplace rather than a regional trade fair.
T his year the floor plan has been reconfigured to improve the visitor experience. APLF Leather, Materials+ and Fashion Access will all be located on Level 1 of the venue, creating one continuous exhibition space. The consolidated layout is designed to support faster navigation and more efficient discovery across the supply chain, while offering exhibitors stronger visibility and more consistent footfall.
More than a trade fair
The 2026 edition takes place against a shifting industry backdrop. After a disrupted 2025 shaped by US import tariff policy, recent developments point to renewed momentum within the leather sector, including reports of rehiring and retraining across parts of the Italian industry. China’s decision to reduce import tax on wet blue (semi-processed leather hides) from 6 per cent to 3 per cent is also expected to encourage trade flows, prompting the Leather and Hide Council of America to partner with the China Leather Industry Association on a two-hour seminar during the fair.
Sustainability and compliance remain central themes. At the APLF 2026 press conference, the Japan Leather and Leather Goods Industries Association will introduce two initiatives: the JLIA Sustainable Certification, aligned with the UN’s Sustainable Development Goals and ESG standards, and the Japan Eco Leather Certification, which focuses on reducing environmental impact
B eyond the show floor, APLF continues to position itself as a knowledge and collaboration platform. The Leather Supply Chain Conference, taking place ahead of the show on Wednesday 11 March, will address current pressures across production, chemistry, brand requirements and market readiness, setting the agenda before the exhibition begins.
The next edition of APLF takes place at the Hong Kong Convention Centre from 12-14 March; find out more via aplf. com/aplf-2026/
The long game
FAIRE ’S CHARLOTTE BROADBENT
REVEALS THE 2026 RETAIL TRENDS
INDIES CAN USE TO THEIR ADVANTAGE
Independent retailers have weathered everything the world has thrown at them over the past few years, yet they’ve kept experimenting and innovating. Here are the trends I believe will have a meaningful impact on their businesses in 2026…
1. Livestream shopping
T he rise of livestream shopping is impossible to ignore. What I love about this opportunity is how naturally it plays into the strengths of indie retailers, who are already brilliant at storytelling, curating original products and building real customer relationships. Many are also far more comfortable stepping in front of a camera on social media, because they’ve seen how this brings their shops to life. Livestream shopping gives retailers full control over when and how they sell, offers a low-cost alternative to paid ads, and transforms quieter shop floor moments into opportunities for new connections and sales. I don’t expect every indie to embrace it overnight, but I do think many more will begin experimenting with it as a way to top up sales and increase engagement. The ones who do it best will treat it as an extension of their shop window.
2. More shopping seasons
Key retail moments like Easter, Halloween and Valentine’s Day are all shifting from single days to extended seasons filled with decorating, gifting and hosting – and indies have been busy responding. I expect this trend to accelerate in 2026, particularly with the World Cup on the horizon. The best retailers will continue to lean into this seasonality with smaller, lower-cost items that match the mood
of their shoppers and can be quickly reordered if demand spikes. Retailers will have been studying next year’s calendar to understand how they can make the most of key dates. National chains need to plan many months ahead, but indies can be far more agile, testing quirky seasonal products in real time and riding the wave of new trends as they break.
3. Engaging all five senses
B eautiful displays will always matter, but I’m starting to see something deeper as shops intentionally appeal to all five senses. Shoppers want to feel something when they walk into a store, and that sense of welcome, warmth or excitement is shaped by elements they may not consciously notice. Indie retailers are perfectly placed to embrace this. They can rotate scents seasonally, curate playlists that anchor their brand personality, and design displays that invite customers to slow down and explore. The barrier to entry is low, but the opportunity is high. Research shows that a third of our memory of a brand experience comes from smell alone, making fragrance potentially more powerful at influencing behaviour than loyalty cards, adverts or even discounts.
4. Comfort & nostalgia
Nostalgia remains one of the most powerful forces in retail. We saw it over Christmas and in the surge of Oasis-inspired products following the band’s reunion tour - we’re likely to see it again with the Spice Girls’ 30-year anniversary in 2026. Alongside this, ‘kidults’ now account for up to a third of toy sales. Adults are buying playful, comforting products for themselves because
they are tiny reminders of simpler times. This sits alongside the rise of ‘little treats,’ with people now spending an average of £20 a week on spontaneous gifts for themselves and loved ones. Indies already excel here. They know how to curate smaller, affordable items that customers cannot resist, whether it’s a nostalgic mug, a novelty candle, a playful pair of socks, or a tiny gift that feels personal, and I expect we’ll see much more of it in 2026.
5. The rise of AI
Artificial intelligence is reshaping how customers discover products. Instead of looking for specific items themselves online, people are getting help from chatbots like ChatGPT on what and where to buy. This shift means retailers will need to think less about traditional SEO and more about AEO (answer engine optimisation) and how their shop and products are being interpreted and discovered by AI. At the same time, this is making the human elements of retail that robots cannot replicate more important than ever. Customers can instantly sense when something feels automated and are being increasingly turned off by ‘AI slop.’ I believe more people will seek out warmth, personality and the emotional connection as a result, and these are things that indies already offer in abundance.”
Charlotte Broadbent is general manager at wholesale marketplace Faire UK.
RIGHT AT HOME
Whether you’re exploring lifestyle for the first time or finetuning an established interiors edit, we spotlight indie-friendly homeware buys that will help set your store apart…
MORE IS MORE
Stripes, print and colour collide in this serotonin-boosting homeware trend
Eclectic, characterful interiors are having a moment, with independent artists and designers leading the way on unique pieces, colour combinations and prints. This season’s best homeware stories are built on contrast. Hand-painted ceramics sit alongside graphic stripes, natural woven textures are offset by high-gloss finishes and vintage-inspired chintzy florals are brought up to date with ultra-modern silhouettes. The result is a feel-good approach to interior design that echoes fashion’s dopamine trend.
Small-scale furniture, statement accessories and giftable pieces are easy for indies to merchandise alongside womenswear. Plus, they’re simple to trial for boutiques looking to diversify their rangesmaking them the ideal addon for fashion retailers.
Designed to encourage impulse purchases and keep shoppers browsing for longer, these pieces will bring colour, personality and joy to any shop floor. Whether it’s a hand-painted mug, a graphic print or a bold scent, more really is more when it comes to this season’s most promising homeware buys...
Homewares and fragrances to elevate boutique shelves
CHALK
British wholesale-only brand Chalk supports independents around the country with its thoughtfully designed clothing and lifestyle products. For SS26, its homewares collection is inspired by timeless nautical tones and classic design details. This season also marks the beginning of an exciting collaboration with Ian Mankin - a brand renowned for its British-woven fabrics crafted from natural and recycled fibres. Standouts within the new range include the Rob Bolster Cushion filled with a premium UK-made feather pad, the Kent Wash Bag with waterproof lining and the useful yet aesthetically pleasing Josh Door Stop. Wholesale prices range from £15-£50 per piece while the minimum order is £400 with free delivery on orders over £600.
CONTACT: Tel: 01843 231 300 chalkuk.com
DAMSON MADDER
London-born female-founded brand Damson Madder has won an army of fashion fans with its bold designs and sustainable ethos. Its homewares collection delivers the same cool-girl aesthetic as its womenswear for interiors, placing maximalist details such as bow closures, quilted textures, ruffles and animal prints on soft furnishings and ceramics. For SS26, the brand’s home range includes hand-painted coffee cups and saucers, serving bowls and vases produced in small batches alongside tea towels, frilly cushions, trinket dishes and placemats in its signature colour palette. There’s even something for pets - from a coordinating dog bed to a patchwork coat.
CONTACT: E: lois@damsonmadder.com
SERENE HOUSE
Transforming any space into a sanctuary of calm, Serene House’s safe and natural home fragrances offer a flame-free way to enjoy aromatherapy. Its newly redesigned Wax Warmers blend functionality with minimalist style, allowing users to switch from wax to Serene Pod and back again to fill any space with lasting fragrance. Elsewhere, its signature Vapor Aroma Diffuser can be filled with water and a few drops of 100 per cent natural essential oils to gently scent the air. Buyers can choose from single notes such as cinnamon, orange and pine or preblended combinations including Comfort, Relax and Motivate. Each product combines sleek design with innovative features, offering a strong commercial opportunity for boutiques. Wholesale prices start from £2.10 while the minimum opening order requirement is £300.
New UK-based paper design brand Crumpet Prints creates illustrated greeting cards and wall art inspired by joy and nostalgia. Each design is illustrated in-house, blending whimsical storytelling with considered colour palettes to create a wholesome, feel-good aesthetic. All products are designed in the UK and produced in small runs with trusted, FSC Certified sustainable UK printers. The collection is designed to sit effortlessly within curated lifestyle and gift spaces, offering products that are both commercially appealing and emotionally engaging. The range works equally well as an easy addon purchase or as part of a styled display, making it a strong fit for independent retailers seeking distinctive illustrated pieces. CONTACT: crumpetprints.com
BLOOMINGVILLE
Founded in Denmark in 2000, Bloomingville creates homewares, soft furnishings and lifestyle products 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 collection, Bloomingville MINI offers playful yet timeless Nordic designs for children while the 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. Together, the collections give retailers a cohesive-yet-flexible interiors offer that makes a bold statement in-store.
CONTACT: bloomingville.com/en/retailer
TAKING 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 gathering. 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.
With buying season now well underway, indies around the country are refining their product edits to reflect shifting shopper demands. For Primrose Hill retailer Pamela Shiffer, value and affordability remain non-negotiable. Over the following pages, she shares her buying deal breakers, while Clare Bailey and Andrew Goodacre explore how thoughtful diversification can strengthen an indie offer…
Bohemian dream
AFTER 37 YEARS IN RETAIL, PRIMROSE HILL
INDIE OWNER PAMELA SHIFFER HAS SEEN
IT
ALL - YET HER LOVE OF THE SHOP FLOOR HAS NEVER FALTERED. HERE SHE SHARES HER BUYING NO-BRAINERS, INSTAGRAM GRIPES AND PREDICTIONS FOR A PHYSICAL RETAIL REVIVAL
Pa m ela Shiffer may have been a retailer for almost 40 years, but she’s the first to admit she doesn’t always get everything right: “I didn’t buy enough dresses this season. The collections have all been very separates-led, but dresses are still numero uno for our customers – and they’ve wanted more.”
In North London’s leafy Primrose Hill, where Shiffer has run her eponymous boutique since the early 1990s, there is stiff competition for spend. Yet the indie continues to appeal to the area’s affluent locals and throngs of visitors with its lesser-known labels and considered price points. “Affordability means different things to different people, but value for money has always been key.”
Shoppers browsing the rails of her three-storey boutique will find colourful options from the likes of Rino and Pelle, Vilagallo, Rene Derhy and FRNCH. Scottish knitwear brand Eribé, meanwhile, is a best-seller while it has recently introduced entry-price labels for “weekend shoppers, who are usually younger” such as Damson Madder. “My daughter is now a big part of the business and she’s been invaluable,” says Shiffer. “She brings a youthful, fresh eye and a deep understanding of what her generation wants and can afford.”
Customers will spend anything from £120 - £170 on dresses, with some splurging as much as £300. Alongside Pamela Shiffer’s strongest category, its outerwear, knitwear and separates also “do very well.” Footwear - particularly boots and trainers - is also a key performer, as are accessories and scarves. “Lots of our customers attend events so occasionwear is important too,” she adds. “But our customer is more bohemian and doesn’t tend to gravitate towards traditional formalwear, so sourcing the right pieces can be difficult.”
Sourcing success
A rmed with decades of experience, the indie owner’s buying strategy is part-instinct, part-memory. “I know exactly what’s sold well and what’s been slower,” she says. This means taking on each season like a new curation, selecting tried and tested favourites as well as throwing in a few wildcards. “It’s all about careful editing and making sure everything works together on the rail. Customers don’t necessarily want something vastly different every time – sometimes it’s a new colour, detail or a slightly different shape. Constant merchandising plays a huge role, too.”
S hiffer regularly attends brand showrooms and trade shows to product source. Here in the UK, Harrogate Fashion Week has become a firm favourite.
“It’s a fantastic show,” she says. “I love its size and atmosphere.” She also attends Scoop to pick up new brands and frequently travels to Paris and Italy. “We go to Copenhagen less these days, as many of those brands are already represented here, but we’ll always travel if something catches our eye.”
Criteria for new suppliers is based on value, exclusivity and long-term strategy: “I’m looking for what it can bring to our current edit alongside price point, who else sells it and if they’re the kind of people we want to work with. We want suppliers who’ll give us exclusivity because of where we are, and honour things like special orders. It’s an everchanging picture when you start with a new brand.”
Buying evolution
In the early years of her retail career, buying worked very differently for the indie. Back then Shiffer would run down to the West End from her original Camden shop, picking up new stock and merchandising it the same afternoon. “It was a much faster way of working. You could react quickly and trial new things. Everything had often sold out by the Friday, so I’d be straight back into town to top up.”
Her first brand roster included Lovely, John Rocha, Willi Wear and Amazing Woman. Munich-based label Oui, meanwhile, has graced Shiffer’s rails since the very beginning. “There was quite a lot of competition for brands back then - the London indie scene was very strong. And because we were on a back street it took a while for agents to understand what we were about.”
But with a solid fashion background (Shiffer began her career as a showroom model in her hometown of Leeds before moving into wholesale management and later overseeing retail for major fashion labels), the would-be indie owner knew exactly what she wanted to achieve. “I saw there was a gap in the market for beautiful but affordable fashion,” she says. “My friends and I couldn’t afford designer labels, but we didn’t want high street either - back then there wasn’t a lot in between.”
Her first shop, positioned off the beaten track on Camden’s part-residential Murray Street, helped to change all of that. Using a small pot of savings, Shiffer signed the lease and began her first solo retail venture – an experience she describes as “incredibly nerve wracking.” Her gamble paid off. “People loved what we were doing,” she says. “I think they wanted a likeminded person to buy for them.” Decades later, some of those shoppers still frequent the shop, with some proudly showing off their former purchases to the owner: “It’s still one of the biggest compliments I could ever receive,” she says.
All set
Shiffer’s move to Primrose Hill – inside the same unit where it remains today - came seven years later in 1996, largely prompted by Camden’s rising crime activity. “We endured several break-ins in those former years; it was hugely difficult at the time.” So, when an empty shop came up on the exclusive Regent’s Park Road, the owner felt it was “meant to be.” She says: “The landlord specifically wanted a mid-priced fashion boutique - it was the perfect match.”
B ack then the London village enclave was also enjoying a period of notoriety thanks to a group of hedonistic celebrities coined by the media as “the Primrose Hill set.” And while Shiffer is quick to quip that “every one of our customers is special – we treat everyone the same,” the fixation on the area and its residents could have only fuelled its early success.
According to the owner, Primrose Hill also felt much freer in the 1990s, with easier parking, fewer chains and more independent businesses. “Over time cafés have moved in, small chains have arrived, and councils have changed what they want from the high street,” she says. “You have to accept that it’s all part of the culture now. Parking is more difficult, rents and rates are higher, but customers still come to us and seek us out.”
Shifting habits
R etail and the way customers shop has changed considerably over the years, too. Social media has played a key role in this shift - and Shiffer considers it to be something of a double-edged sword: “There’s so much information out there that it almost does you a disservice if you’re not careful,” she says. “It’s wonderful for getting your brand out there and seeing what everyone is doing, but from a customer experience perspective you want people to enjoy that personal connection. We see so many younger customers now just wanting to browse without interruption.”
For Shiffer, working on the shop floor means more assessment of each customer and adapting the service to suit: “It’s about reading people, being sensitive to what they want, and treating everyone with respect. You end up being a bit of a psychologist in retail. Trust is everything. Customers come back because they feel comfortable, they don’t feel pressured, and they know they won’t regret their purchase. That’s how you build long-term relationships.”
D espite all the changes, Shiffer remains purposely focused on her physical store, operating a transactional
website that is very much a secondary part of the business. “It’s a small shop window and a tiny representation of what we do,” she says. “Many customers are tiring of online shopping. There’s the inconvenience of returns but also a real sense of joy when they come into a store, talk to a real person, and leave with something they love. These are all things you never thought would be a question mark.”
For this reason, in-store events remain an important part of the indie’s strategy, with special launch parties taking place for new seasons and collections: “Our customers love them. We’re finding people prefer daytime events now, but we’ll stay open as late as customers stay in the shop.” The indie’s windows, which are changed once or even twice every week, are also a huge sales driver: “Customers will literally come running in for something we’ve put in the window, it really works.”
It's obvious Shiffer’s devotion to traditional retail values has been integral to her store’s success. She’s worked hard to achieve longevity, and despite her daughter’s influence, the owner has no plans to hand over the reins any time soon. “If you can survive multiple recessions, lockdowns and dramatic changes to the way people shop, you’re not only doing it for commercial success. It takes a lot of hard work and dedication to do retail well, but I love this life. I wouldn’t change it for anything.”
“The
boutiques that stay resilient are the ones that build a broader, aligned offer”
RETAIL CHAMPION CLARE BAILEY TALKS CATEGORY
EXPANSION, BRAND RECALL AND GROWTH
Your boutique is already more than a clothes shop. It’s a world. A mood. A point of view. Customers come back because they trust your eye and your edit. So why keep that world confined to clothing?
Many independents still rely on a single core category. In today’s market, that’s a risky place to sit. Margins are under pressure, footfall is inconsistent, and acquiring customers online is expensive. The boutiques that stay resilient are the ones that build a broader, aligned offer around their brand. For fashion retailers, the most natural extension is homewares and fragrance.
T his isn’t about becoming a “bit of everything” lifestyle store. It’s about adding small, considered ranges that increase basket value, support gifting and strengthen brand recall.
Home and fragrance are both easy categories to say ‘yes’ to. A customer who’s just invested in a £120 dress may hesitate at another fashion purchase, but adding on an £18 candle or a £35 jewellery dish at the till feels effortless. The same applies online: a candle styled with cosy knitwear, a diffuser suggested at checkout, or a giftready bundle that removes decision fatigue offer a great opportunity to increase basket value.
T hese additional categories also solve a persistent retail problem. Fashion is personal. Size, fit and style anxiety make it hard to buy for someone else. Home fragrance, trays, jewellery boxes, throws and cushions are much safer gifting options, but still feel thoughtful. Instead of defaulting to a gift voucher, customers leave with something tangible, useful and beautifully presented.
T here’s a brand benefit too. When your scent sits in someone’s hallway or bathroom, you’re present between visits - creating long-term brand reinforcement.
R etailers should price homewares and fragrances with intention, using a clear ‘good, better, best’ structure. This includes good (£10 - £25 impulse pieces such as small candles, soaps and jewellery dishes; better (£30 - £60 gifting favourites like diffusers, trays, premium candles and sleepwear); and best (£80+ statement throws, luxury fragrance or curated sets).
White labelling can be powerful if your brand is already well established, but it isn’t a shortcut. Minimum order quantities, storage, labelling and cashflow all matter. Most importantly, protect brand fit. If the quality, fragrance
profile or packaging clashes with your aesthetic, you dilute what customers trust you for. For many boutiques, a carefully chosen independent brand is a smarter first step, particularly if sustainability, refillability, UK-made or natural ingredients matter to your audience.
A lso, be honest about operations. Homewares tie up cash and take up space, plus posting glass is harder than sending knitwear. Breakages, packaging, insurance and returns need factoring into your plans. Supplier reliability matters too. If you can’t restock, your customers won’t rely on you.
F inally, use scent as a sales tool. When shoppers walk into a great boutique, they can usually feel it before they consciously notice it. The lighting, layout and a subtle fragrance can help keep them browsing for longer. Then when they ask, “What’s that gorgeous smell?”, have the product ready. That’s ambience turned into revenue. Merchandise your homewares and fragrance products properly. Gifting tables and lifestyle corners are great ways to do this in-store while you can use clear online prompts, so customers understand it’s part of your world, not clutter.
If you’re unsure, you can always start small. Talk to your customers and test a micro-range, track sell-through and only scale when the numbers earn it. This is about adding value to your current offer and giving your customers something extra to keep them coming back for more.
C lare 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
Listen to the Retail Reckoning podcast
Learn more about this topic on Clare’s Retail Reckoning podcast. Later this month, the expert will be speaking to colleague and former boutique owner Steph Briggs about increasing sales by adding new categories. Sign up for VIP alerts at retailreckoningpodcast.co.uk/newslette r
“Diversification has moved from being a niceto-have to an essential survival strategy”
BIRA CEO ANDREW GOODACRE ON OPENING NEW REVENUE STREAMS WITHOUT LOSING YOUR IDENTITY
Ru nning a shop has never been easy and recent years have only added to the challenge. Figures suggest that around 38 per cent of fashion shops in the UK have disappeared over the past five years, with rising costs squeezing margins and consumer spending under pressure.
A gainst this backdrop, relying solely on a traditional product range or long-standing business model is no longer enough. Diversification has shifted from a nice-to-have into a practical strategy for long-term survival.
T hat does not mean abandoning what you do well or losing your identity. Instead, it is about smart diversificationbuilding on your strengths, opening up new revenue streams and appealing to a broader customer base.
P roduct diversification works best when it feels natural to your existing offer. The most successful examples I see are those where retailers introduce complementary categories that make sense for their customer while drawing on existing expertise and supplier relationships. Often, the opportunity lies in spotting gaps in the local market that align closely with what you already do well.
L ast year, I visited one of our members in Scotland who runs a small chain of womenswear boutiques. Over time, she has gradually introduced a small menswear edit, followed by gifts, lifestyle products and homewares. These ranges take up limited space but appeal strongly to her core customer. One of her best-performing lines in recent years has been heated throws - not high fashion, but a practical purchase that resonates in the current climate.
M oving beyond a core product range is a brave decision and it inevitably comes with a degree of uncertainty. However, much of that risk can be reduced by talking to customers and understanding what is missing locally. The closure of another shop does not always mean a lack of demand - often it creates an opportunity for the right retailer to step in.
D iversification does not have to stop at product. Services such as pre-loved edits, repairs or alterations are gaining traction as shoppers become more environmentally conscious. Many independents already offer click and collect, but there may also be scope to explore local
delivery or other service-led additions that enhance convenience.
A s one retailer told me, “I always have to find reasons for customers to come into my shop and make the most of every visit.” Introducing new product ranges, when done thoughtfully, can achieve exactly that.
SUE PARKINSON
ACCESSORIES
BLUNT
Rainy Days made Good
E: ordersuk@bluntumbrellas.com
W: www.bluntumbrellas.co.uk
Euroleathers
Euroleathers are a supplier of premium shoe and leather care products and accessories.
Futura specialise in software for EPOS, retail and warehouse management including pick, pack and dispatch to power your ecommerce operations.
The Old Forge, The Street, Tidmarsh, Reading, Berkshire, RG8 8ER
T: 01189 841925
E: sales@futurauk.com
W: www.futura4retail.co.uk
TOP TO TOE
Lyonsdown House, 23-29 Hendon Lane,London, N3 1RT
Software Systems
T: 020 3376 5888
E: info@toptotoe.com
UKP WORLDWIDE
UKP Worldwide (UKPW) are a customs agent specialising in customs clearance of low and high value eCommerce parcels including fully managed returns logistics and duty reclaim.
UK Office | Unit 18-19 Wornal Park | Menmarsh Road | Worminghall | Aylesbury | Bucks HP18 9JX
T: +44 (0) 1844 398 880
W: ukpworldwide.com
EVENTS AND EXHIBITIONS
BOUTIQUE STAR AWARDS
Organiser : Boutique Professional Media Ltd
T: Tel 01795 515288
E: Julie@bpmedialtd.co.uk
FOOTWEAR TODAY LIVE
National Conference Centre
Birmingham February 1st & 2nd 2026
Charlotte Steadman –csteadman@datateam.co.uk 01622 699142
www.footwearstockrooms.co.uk
HARROGATE FASHION WEEK
Harrogate Convention Centre
W: harrogatefashionweek.com
T: +44 (0)1423 623 701 / 07551329675
E: georgia@harrogatefashionweek.com Show Dates : 2-4 August 2026
Brands : Foil, Orientique, Escape by OQ, Tirelli, Tara Vao, See Saw, One Summer, Betty Basics, Brave + True Contact : Carol ,Andrew and Lisa T: 0800 6129009
