Stepping onto my local high street in the spring sunshine, you’d never guess the UK economy was under enormous pressure. Shoppers have been out in force - and the latest figures prove it.
According to ONS data, retail sales volumes increased by 0.7 per cent in March as the warmer weather encouraged spending – particularly on spring fashion, which rose by 1.2 per cent. Two further surveys also suggest support for independent retail remains strong. In a poll by Spring/Autumn Fair and Faire, more than 80 per cent of shoppers said they prefer small shops over chains. Meanwhile, a study by Square found 70 per cent are shopping locally at least once a week – the highest figure across all countries surveyed (more on pages 15-17). So while it’s been increasingly tough for indie retailers, there are signs the sector will ride out this latest storm.
One way to stand out is through storytelling, which - beneath the buzzword - simply means doubling down on what indies already do best: explaining why you stock each collection, introducing the people behind the brands and bringing personality to social media content.
Another indie advantage is curation. In this month’s column, retail expert Clare Bailey explores how buying strategies are evolving as shoppers become more cautious and value driven. Read more on page 64 - plus our summer trade show guide on pages 45-50
The willingness to take calculated risks is something many indies will recognise. In this month’s Shop talk, No55 Boutique founder Lara Kinnett - formerly of Newmarket's Martha V - shares the story behind the business’s high-stakes relocation to far bigger premises. Turn to pages 55-59 to discover how she’s repositioning the store for a new era.
Finally, we also reveal this year’s Boutique Star Awards judging panel, bringing together respected retailers, industry experts and event organisers from across the sector. Find out who will be selecting our 2026 winners - plus details on how to enter - on page 15
Gemma Ward, Editor
Average
Womenswear, footwear, accessories, occasionwear, lingerie & 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.
Smith & Soul
Marco Tozzi
Tempest Designs
Maisonel
Joe Browns
King Louie
Fashion Fix
ESSENTIAL NEWS FOR FASHION INDIES
EXPERT JUDGING PANEL ANNOUNCED FOR BOUTIQUE STAR AWARDS 2026
Entries are now open for the sixth annual Boutique Star Awards , which recognise the retailers and suppliers making the biggest impact on the independent fashion and lifestyle sector.
T here are 20 awards up for grabs this year including Fashion Independent of the Year for the UK’s most exceptional indie retailers and Womenswear Brand of the Year , recognising the industry’s best suppliers and collections.
T his year’s judging panel brings together a mix of respected retailers, industry experts and event organisers including The Dressing Room founder Deryane Tadd, Gemini Woman’s Claire Wright, Bira CEO Andrew Goodacre and Just a Group owner Juls Dawson. They will be joined by fashion agent Diane Sykes, Harrogate Fashion Week director Georgia Flynn, indie retail expert Clare Bailey, the Resilient Retail Club’s Catherine Erdly and Boutique magazine editor Gemma Ward.
C ollectively, the panel offers extensive experience across retail, wholesale and brand development, ensuring entries are judged with a real understanding of the challenges, opportunities and realities facing today’s independent fashion businesses.
E ntries will undergo a preliminary round of judging, with the shortlist for each category announced in August. The judging panel will then meet virtually in September to discuss the finalists and decide on the ultimate winners.
E ntries are open until Friday 31 July and participation is free for independent multi-brand retailers and suppliers. Businesses are invited to outline their performance, strategy and what sets them apart, with winners set to be revealed at an awards ceremony in Central London this November.
Full details and entry forms are available at boutique-magazine.co.uk/boutique-star-awards-2026
2026 JUDGE: DERYANE TADD, THE DRESSING ROOM
INDUSTRY UPDATE ESSENTIAL
NEWS FOR FASHION INDIES
CAROL C COLLECTIONS APPOINTS HEAD OF UK SALES
Carol C Collections has appointed fashion agent Tor Stockdale as its new head of UK sales to help steer its next phase of UK growth.
As part of his new role, Stockdale - who founded Tor Fashion 20 years ago - will oversee the Leedsbased distributor’s UK sales operation while helping to extend its brand portfolio. He will continue representing labels including Cream, Frank Lyman and Orientique across the South of England.
UK SHOPPERS CONTINUE BACKING LOCAL HIGH STREETS
Loyal locals are generating up to five times more revenue for Britain’s independent retailers every year, reveals new research from Square. The technology company’s Local Economy Report found 70 per cent of UK consumers shop locally at least once a week - the highest figure across all countries surveyed. Despite squeezed household budgets, support for independents remains strong, with local business visits rising 11 per cent year on year. Looking specifically at retail, a third of consumers said they had increased spending with local indies both in-store and online over the past 12 months.
Founder Carol Capener describes the partnership as “hugely positive,” adding that it brings together two of the UK's leading fashion distributors and agencies: “Tor’s extensive experience and professional sales ethic will enable our distribution and agency model to grow even stronger.”
B oth companies stress that Stockdale’s new appointment will not affect the day-to-day running of Carol C Collections or the representation of its brands, but will enhance the overall sales approach.
Carol C Collections, voted Favourite Supplier at the Boutique Star Awards 2025, imports popular fashion brands from around the world including Orientique, Foil, Betty Basics, Tara Vao, One Summer, Brave + True and See Saw, plus many more.
Harrogate Fashion Week registration now open
Registration is now open for Harrogate Fashion Week’s SS27 edition, returning to the Harrogate Convention Centre from 2 - 4 August 2026. The trade show is set to host more than 300 brands across womenswear, footwear, accessories, lingerie and swimwear. Renowned for its relaxed pace and friendly atmosphere, visitors can attend complimentary prosecco, coffee and pastry happy hours alongside the HFW Summer Party on the Sunday evening. Buyers who register early will receive fast-track entry to the event, as well as advance access to the official show preview.
CLOTHING SALES HELP DRIVE MARCH RETAIL SALES UPLIFT
UK retail sales volumes rose by 0.7 per cent in March 2026 as warmer weather encouraged spending on spring fashion, according to the latest figures from the Office for National Statistics. Textile, clothing and footwear stores recorded a 1.2 per cent rise during the month, while nonfood stores overall were up 0.7 per cent. Online sales also strengthened, with values rising 10.5 per cent year on year. However, commentators
“The unexpected boost is likely to prove short-lived”
said retailers are still facing a fragile consumer backdrop. Rajeev Shaunak, head of consumer at MHA, warns an early Easter, better weather and school holidays may have given sales a timely March bump, but the "unexpected boost was likely to prove short-lived.”
INDIE SHOP NEWS
POWER MOVE
Independent department store group Morleys has appointed former Harrods and Harvey Nichols executive Melanie Smallwood as its new chief trading officer.
HAPPY BIRTHDAY
The Mercantile London celebrated its seventeenth birthday with “kindness and gratitude” in April, offering customers 40 per cent off clothing in a three-day flash sale.
Angi Lou Boutique drives growth
Doncaster-based indie Angi Lou Boutique is attracting new customers after introducing a dedicated area for women’s golf apparel. Owner Angie Huddart says the new category has already proved successful, with shoppers buying its new Pure Golf capsule alongside its usual fashion
FASHION FESTIVAL
Salt Society hosted its first fashion show in April in association with The du Maurier Fowey Literature Festival, offering shoppers a preview of its SS26 collections.
WONDERLAND CONFIRMS SS27 EDITION
Pre-registration is now open for the next instalment of Wonderland, taking place from 12-14 July at London’s Sheraton Grand.
Founders Nicky Clayton and Lucy Dowler of Philippa Bradley Agency promise an inspiring showcase of lingerie, swimwear, resortwear and nightwear set against the hotel’s opulent art deco backdrop.
collections. A keen golfer herself, Huddart says she spotted a gap in the market after struggling to find stylish clothing to wear on the course at nearby golf clubs. The Tickhill independent stocks brands including Mos Mosh, Saint Tropez and Fabienne Chapot alongside its new golfwear offering.
STORYTELLING AND EXPERIENCE DRIVING INDIE RETAIL GROWTH
Independent retailers investing in brand storytelling, in-store experience and customer connection are significantly more likely to grow than those competing primarily on price, according to a new report commissioned by Spring/ Autumn Fair and Faire.
Based on insights from 650 UK retailers and more than 2,000 consumers, the Voices of Retail report found 71 per cent of independents are currently stable or growing despite continued pressure on the high street. Retailers investing in brand storytelling were 19 percentage points more likely
to report growth, while improving the in-store experience and sourcing locally each delivered a further 13-point uplift. In contrast, 45 per cent of struggling retailers said they had pivoted towards lower-price products.
The findings also point to a strong consumer appetite for independents, with more than 80 per cent of shoppers saying they prefer indies over chains - particularly across fashion, homeware, gifting and specialist food. Consumers surveyed also said they would spend up to £145 more per month on their local high street if the retail offer improved.
Confirmed brands include Anita, Aubade, Chantelle, Simone Pérèle, Sloggi, Triumph, Wolford, Their Nibs, Girlfriend Collective and Nudea.
Now in its sixth season, Wonderland has established itself as London’s leading trade show for intimate apparel. Pre-register for free entry at wonderlandshow.co.uk
The report additionally highlighted collaboration as a major opportunity, with 89 per cent of retailers who work with neighbouring businesses reporting a positive commercial impact despite only 23 per cent currently doing so.
THE DRESSING ROOM
Intimateessentials
THE LATEST LINGERIE, SWIM AND RESORTWEAR TO INSPIRE YOUR NEXT BUY
UNDERCOVER SUPPORT
Hypoallergenic and easy to remove, Secret Weapons’ Boob Tape lifts and boosts the cleavage for bra-free support whenever its needed. Each pack includes a five-metre roll of tape that can be trimmed and secured under any neckline. £4.80; Tel: 01423 885 374 E: info@patricia-eve.co.uk patricia-eve.co.uk
CHERRY BOMB
SUMMER ROMANCE
Offering moderate control to sculpt the waist, tummy, and hips, Miraclesuit’s Modern Romance Shaping Bodysuit smooths and enhances without sacrificing comfort. Adjustable straps offer endless styling options - from crisscross to classic - while eliminating pressure points for easy all-day wear. £38; Tel: 01423 885 374 E: info@patricia-eve.co.uk patricia-eve.co.uk
DIAMOND OF THE SEASON
Available in new fuchsia colourway Wild Cherry, Rosa Faia’s Suzette collection includes underwired and wire-free bras with a choice of two coordinating briefs. Available in all bra sizes up to a J cup, £POA; Tel: 01908 524 048 anita.com
BACK TO BASICS
Sparkle into AW26 with Charnos’ Sheer Opaque Tights – offering a range of designs from luxurious knits to diamanté embellished finishes. £POA; Tel: 01623 600 680 E: abaines@melasgroup.com charnoshosiery.com
Crafted in premium material with a seam-free band, Ambra’s super-soft Pure Modal racer back Crop and Bikini Brief set offers all-day comfort and support. £POA; Tel: 01623 600 680 E: abaines@melasgroup.com ambrauk.com
SUSTAINABLE CHOICE
Eco chic
HIDDEN GEM
Crafted from gold-plated recycled silver and set with ethically sourced stones, Après Youth places sustainability at the heart of every design, working with RJC-certified partners in solar-powered workshops. £POA; E: emily@apresyouth.com
Founded by Irish-born designer Finula Crowe, New Day Originals produces its garments in small runs using breathable materials such as organic cotton and sustainable viscose. For SS26, its collection explores a soft, feminine aesthetic with fluid mid length silhouettes, gently structured waists and expressive statement prints. £POA; newdayoriginals.co.uk/pages/
STORYTELLER
Based in London, Myyaz Studio offers retailers limited-run collections of design-led shoes, bags and small leather goods with a compelling back story to engage shoppers. £POA; E: wendy@bglobal-group.com
SILVER LINING
Designed by KEA Copenhagen graduate Dea Markvad, Pilgrim’s new xDEA collection offers both timeless and trend-led jewellery pieces crafted from goldplated recycled sterling silver. The range is built with durability in mind and released in considered drops to support responsible consumption and extended sell-through. £POA; Tel: 00456 333 333 E: b2b@pilgrim.dk
FREE SPIRIT
Ampersand Fragrances’ new Boheme scent is made in the UK using responsibly sourced ingredients. Expect an invigorating wanderlust-inspired blend of juniper, lemon, bergamot, vanilla, sandalwood and amber created to evoke a sense of freedom. £POA; ampersandfragrances.com/become-a-stockist
READY FOR ANYTHING
Made in the UK using thick midnight blue canvas, Alphabet Bags’ oversized Everything tote is perfect for the school run, weekends away and the weekly shop. £22; faire.com
DAILY REFRESH
Specially formulated for dry and dehydrated skin, Olverum’s luxurious body cleanser elevates everyday rituals with its nourishing formula and aromatic blend of essential oils. £POA; E: contact@olverum.com
THIS MONTH’S STANDOUT WOMENSWEAR AND ACCESSORIES
DRINK LIKE A FISH
Made up of four tumblers that slot together to form a sculptural koi shape, Uberstar’s Fish Stacking Glass set makes a playful yet practical gift idea for summer homeware edits. £POA; uberstar.com/account/trade-application
WALK ON THE WILD SIDE
With an adjustable ankle strap and cork footbed, Blowfish Malibu’s leopard-print Lance sandal combines comfort and style - making it an easy choice for summer £POA; E: aliceb@fabfootwear.net
HOLD YOUR OWN
New luxury swimwear brand Held pairs lingerie-level construction with minimalist design. Specifically made for D+ cup sizes, its debut capsule is crafted in Italy and Portugal using technical fabrics and standout craftsmanship. £POA; E: info@held-swimwear.com
The Dress That Shapes. Expertly engineered to smooth, cinch and contour—instantly. Body by Miraclesuit. Just step in.
CELEBRATE THE SEASON
Designed in the UK and made by carefully chosen producers in India, Saige by Nomads offers ethical, trend-led womenswear on short order. Its SS26 collection is a celebration of summer, with exclusive prints merging with bold colours and breezy fabrics. From £15; Tel: 07835 266 358 E: nim@nomadsclothing.co.uk
FIT FOR THE OCCASION
Designed in Riyadh and produced in Italy, modern occasionwear label BY HAÓ boasts luxe fabrics, modern silhouettes and exceptional craftsmanship. Hero styles include silk kaftans, linen-blend coords and premium cotton dresses. £POA; E: wholesale@by-hao.com
Lovesboutique
WOMENSWEAR AND ACCESSORIES TO ELEVATE YOUR EDIT
LADY IN WAITING
Designed in London and made in Italy, Lalage Beaumont’s The Ninette bag is now available in premium lizard print leather, with a choice of Magenta and Espresso colourways. £POA; E: catkin@lalagebeaumont.com
EVENT DRESSING
Goddiva’s red-carpet-inspired occasionwear features flattering silhouettes and trend-led colourways. For SS26, its collection fuses modern femininity with soft glamour, offering everything from figure-enhancing bodycon styles to flowing maxi dresses. Expect a wide choice and affordable price points all year round. From £15 - £35; Tel: 0208 597 2744 citygoddess.co.uk
SUMMER SPARKLE
Cut in a straight mid-length silhouette, Munthe’s show-stopping Bomi skirt captures the light with every movement – making it perfect for beach-front sundowners and dancing until dawn. £POA; E: hlm@munthe.com
Stock Up
WHAT TO BUY NOW
DRESS REHEARSAL
From Coachella to Glastonbury, summer music festivals have been inspiring shoppers’ sartorial choices for decades. This month, we spotlight some of the season’s headlining looks…
BARBOUR
Face the music
FESTIVAL-INSPIRED FASHION FOR HITTING THE MAIN STAGE IN STYLE
astonbury might be taking a break this year, but there are still plenty of festivals to inspire shoppers’ summer wardrobes. This season’s best looks balance practicality and escapism to survive everything from muddy fields to surprise heatwaves. From elevated waterproofs and statement sequins to staple denim, these SS26 styles are ready to steal the show - rain or shine…
SUNGLASSES, PIECES, £POA
SCARF, LIBBY LOVES, £POA
DRY SHAMPOO, SCRUBBER, £POA
SKIRT, MUNTHE,
SHORTS, NUMPH, £POA
BOOTS, BARBOUR X FARM RIO, £POA
BAG, SCOTCH AND SODA, £POA
RING, ARTE NOVA, £POA
TOP, MUNTHE, £POA
JUMPER, SCOTCH AND SODA, £POA
NECKLACE, PILGRIM, £POA
T-SHIRT, VERO MODA, £POA
SHORT , SCOTCH AND SODA, £POA
HAIR CLAW, PIECES, £POA
T-SHIRT, BINKS & BO, £POA
BRACELET, BOHO BETTY, £POA BOOTS, SOREL, £POA
TRAINERS, WUSHU RUYI, £POA
SCOTCH AND SODA, £POA
ARTE NOVA E: gemma@blackpr.co.uk, BARBOUR E: sales@barbour.com, BINKS & BO E: liv@kirbypr.com, BOHO BETTY faire.com, LIBBY LOVES libbyloves.co/pages/wholesale, MUNTHE E: hlm@munthe.com, NUMPH E: mas@numph.dk b2b.numph.dk, PIECES bestseller.com/b2b, PILGRIM Tel: 00456 333 333 E: b2b@pilgrim.dk, SCOTCH AND SODA Tel: 0203 137 3901, SCRUBBER faire.com, SOREL E: sales@agency91.co.uk, VERO MODA bestseller.com/b2b, WUSHU RUYI E: tanya@auburncollective.co.uk
JACKET, BARBOUR X FARM RIO, £POA
JACKET,
Fashion Extras
STANDOUT SUMMER HOMEWARES AND ACCESSORIES FOR YOUR BOUTIQUE
BLOOMING LOVELY
Danish homewares brand Bloomingville has added 28 new designs to its artificial flowers range – creating a collection that now spans more than 130 styles. £POA; bloomingville.com/en/retailer
CLIP ART
Lightweight and non-pinching, Gold Trip’s clip-on earrings are crafted in gold or silver-plated alloy base metal, ensuring all-day comfort and effortless wear. £POA; E: hello@goldtrip.co
STRIKE GOLD
Crafted from the finest gold and silver, Portuguese brand Arte Nova combines timehonoured techniques with modern craftsmanship to produce its unique and timeless jewellery. £POA; E: gemma@blackpr.co.uk
PERFECT PAIR
Crafted in kidskin leather, the Molly Luxe pump-and-clutch set by Stessa by Sarah is made by hand in limited numbers in small Italian workshops - making each piece one of a kind. £POA; E: liv@kirbypr.com
LET THE SUNSHINE IN
With a classic round shape, tortoiseshell frame and contrasting arms, Chalk’s Prague sunglasses are finished with polarised lenses to offer protection from UV rays. £POA; chalkuk.com
TICK-TOCK
An iconic design by British clockmaker Newgate, this bright blue Number Three Railway station wall clock will never date - no matter how many hours go by. £POA; newgateworld.com/pages/ trade-application
MATCH MAKER
With a pretty design and handy strike patch, the Ceramic Scallop Edge Match Pot by Lords Fragrance House can be refilled and reused for a lifetime. £POA; E: hello@ lordsfragrancehouse.com
STRIPE CLUB
With a sporty design and subtle glitter yarn, customers will want to buy Pieces’ cottonblend striped Fleur ankle socks in every colour. £POA; E: amalie.skjerning@bestseller.com
MADE TO MOVE
Made for swimming and sunbathing, Understatement’s Halterneck Swimsuit features a timeless, flattering cut and an adjustable tie neck for a flawless all-day fit. £POA; E: wholesale@ understatement.se
RED-HOT SUMMER
Inspired by Italian summers, ATP Atelier’s SS26 Ciao collection features leather footwear and accessories in sun-saturated hues and contemporary silhouettes. £POA; E: sales@atpatelier.com
EVERYDAY STAPLE
An investment purchase for summer adventures, Malina’s large leather-trimmed straw tote will elevate any outfit whenever the sun shines. £POA; E: info@bymalina.com
LIFE THROUGH A LENS
Crafted from plant-based acetate with optical-grade hardware, AKILA’s SS26 collection channels LA- inspired retro references through a modern West Coast filter. £POA; E: rufus@thegoodsagency.co.uk
GOING PLACES
Designed in London, The General Classification’s screen-printed cotton canvas Ciao/Arrivederci bag will bring Italian flair to any occasion this summer. 5pk £44.85; faire.com
GOOD LUXE
Offering an affordable take on a luxury aesthetic, Vero Moda’s faux cluster pearl earrings will instantly elevate outfits – from everyday staples to special occasions. £POA; bestseller.com/b2b
SUN DAZE
Pilgrim’s gold-plated Lyricus studs are made from 99 per cent recycled materials and promise to bring a playful sun-inspired aesthetic to any summer look. £POA; Tel: 00456 333 333 E: b2b@pilgrim.dk
NOT MY FIRST RODEO
Say ‘howdy’ to summer accessorising with Binks and Bo’s sustainably made Rodeo Stampede' Silk Bandana, featuring a cute cowboy print. £POA; E: liv@kirbypr.com binksandbo.com
ON THE BALL
Perfect for anti-World Cup edits, Cath Tate Cards’ best-selling Football Man card from its Deadpan range is sure to make shoppers smile this summer 6pk £6.90; faire.com
Summer update
JOANNA EDWARDS AGENCY ADDS
FOUR DISTINCTIVE NEW COLLECTIONS TO ITS ROSTER FOR SS27
SANCTAMUERTE
Having joined JEA FSHN LABO last season, Sanctamuerte has been catching the attention of buyers with its layered tones, textural fabrics and considered silhouettes. “The collection feels directional without becoming commercially difficult,” says Edwards. “It offers beautiful statement pieces that naturally stand out on the rail while still feeling wearable in a retail environment.”
SOHO-T
Also added to the JEA FSHN LABO line-up in AW26, Soho-T offers an understated Italian fashion aesthetic incorporating clean cuts, soft structure and quality fabrics. Its mix of relaxed separates and polished everyday staples give the collection broad appeal, while its visual simplicity makes this an easy collection for indies to integrate into existing edits. Showing at Scoop.
LIV BERGEN
German brand Liv Bergen brings a relaxed yet luxurious aesthetic to the Joanna Edwards Agency line-up, showcasing bold colour, standout knitwear and elevated sportswear influences. High-end tracksuits, coordinated knit sets and easy-wear separates create a contemporary lifestyle offer with strong merchandising potential for retailers. “I had my eye on this brand long before it officially joined us,” says Edwards. “Think luxe sportswear that moves effortlessly from Pilates to coffee, and then onto lunch. There’s a relaxed confidence to it, with just enough difference to make it feel fresh on the rail.”
MONESSA JOAN
Part of the elegant and timeless JEA FSHN MAISON platform, Irish brand Monessa Joan “feels like a new discovery” for the agency. The collection is positioned as modern eventwear, sitting between occasion dressing and more relaxed, refined pieces with designs that feel considered and elevated. “It isn't occasionwear in the traditional sense, and it isn’t everyday casual either - this is something in between,” notes Edwards. Showing at Harrogate Fashion Week.
CONTACT: Tel: 07512 550 346 joannaedwardsagency.co.uk; all brands showing at The Fashion Huddle in Hammersmith from 13 July – 13 August (free shuttle service running from Olympia National during Scoop).
BEST SELLERS
INDIES SHARE WHAT’S FLYING OFF THE RAILS THIS MONTH
Emma Draper
VELVET, HOVE
“Our current top-selling brands are Vero Moda and Only. Velvet’s recent best-selling product has been an Only Batsleeve Rain Jacket in a funky black and cream print for £48. With all the rain we’ve had recently, it’s not too surprising! All our knitted cardigans and jumpers, particularly in pastels, have also been very popular. Finally, our customers have been buying accessories, jewellery, homeware and gifts – especially funky socks and statement earrings.”
Aimee Waudby
KENNEDI, BRIGG
“Pastel coloured knitwear has been popular and is selling in every colour”
are also strong”
“We’ve had a strong sell through on Vilagallo collection. Customers love its vibrant colours and have learned to buy it early ahead of the season, so they don’t miss out. We recently introduced leisurewear brand Gym + Coffee and have sold lots of their snap collar fleece tops. While candle sales have slowed down, we’ve done well with short order accessories such as raffia bags in multiple colourways, Gym + Coffee water bottles and gift vouchers for my colour analysis sessions.”
“We recently introduced Gym + Coffee and have already sold lots of fleece tops –lime has been a winner”
“We’ve also done well with short order raffia bags, retailing at £49 each, in multiple colourways”
EFFORTLESS STYLE
TIMELESS TAILORING MEETS RICH
TEXTURE IN MASAI COPENHAGEN ’S
SS27 COLLECTION
Founded in Denmark in 1992, Masai Copenhagen is built on a design philosophy rooted in unique expression and effortless style. The brand blends effortless elegance with ease of dressing and is recognised for collections that inspire confidence and individuality. Each season is defined by quality, rich textures and refined details, with evolving prints and versatile silhouettes that remain true to the brand’s heritage.
Considered and enduring, Masai delivers lasting style with a strong sense of value - pieces created to empower women and adapt to their lives. For SS27, the brand continues this direction, introducing elegant tailoring alongside timeless Masai signatures. Flattering silhouettes, neutral colours and signature prints are presented on tactile fabrics, with a continued focus on established categories - a natural evolution that builds on the brand’s distinctive design DNA.
Use with Both Wax Melts & Serene Pod®
| www.serenehouse.eu
Best in show
MUST-SEE EXHIBITORS AT THIS SEASON’S WONDERLAND
ANITA
Family-owned intimate apparel manufacturer Anita is celebrating its 140-year anniversary this season of bringing technical underwear and swimwear to women around the world. The company produces five product ranges: Anita since 1886, Rosa Faia, Anita maternity, Anita active and Anita care, offering styles for women during all stages of life. The range includes award-winning sports bras in cup sizes AA to K, exceptional quality pregnancy and breastfeeding bras in up to an L cup, mastectomy bras and swimwear, plus its bestselling ReBelt Pantydesigned to aid postpartum recovery. Its Rosa Faia range, meanwhile, includes fashion-led lingerie in an extensive size range boasting expertly engineered cuts and support for fuller busts. Last season the brand also introduced a new line of contemporary bras with pockets designed for younger women affected by breast cancer. All products are developed and designed in-house at the company’s HQ in Bavaria, which operates six different production sites. CONTACT: Tel: 01908 524 048 anita.com
BODY BY MIRACLESUIT
Building on the popularity of its globally renowned swimsuits and shapewear, Body by Miraclesuit offers body-sculpting dresses, jumpsuits and separates designed to contour and enhance the figure. Each design blends a modern silhouette with built-in shapewear, eliminating the need for additional control underwear. The result is easy, lowmaintenance wardrobe staples that don’t compromise on comfort, with garments made to enhance the figure while simplifying everyday dressing. Hero styles include a body-skimming maxi with side split, the Regi dress boasting flattering draping as well as the chic v-neck-line Jesi. All styles are made from soft Miramatte jersey and feature invisible targeted compression for the tummy, waist and thighs. Wholesale prices range from £82.61 - £99.99 while there is no minimum order requirement.
Swimsara designs luxury swimwear for women who want flattering silhouettes without the tan lines. Each piece is crafted from an innovative lightweight fabric that allows sunlight to reach the skin while offering UV protection, eliminating the need for sunscreen. Hand produced in small batches in Scotland, the collection blends elevated design with technical performance. Its new Lustre: Kissed by the Sun collection marks a more refined evolution of the brand’s aesthetic, introducing moodier tones and versatile silhouettes inspired by the natural elements of sand, sea and sun. Prints include Desert Tiger in deep creams and blacks, Azure Mirage in cool ocean blues and greys and Savage Blossom in vibrant reds and burnt oranges. Key styles include the sculpting bandeau design Aurelia swimsuit with signature gold hoop detailing and removable straps for multiple styling options, the Aurora halter bikini set with adjustable toggle hardware for enhanced support and the Solar bandeau set in the striking Desert Tiger print. Minimum order requirement: four per size and style of same fabric pattern.
CONTACT: Tel: 07935 205 872
E: hello@swimsara.com
All the wonders of the very best intimate apparel, swim, lounge and lifestyle brands. Of course you come to Wonderland for the most beautiful lingerie and swimwear… and yes, expect it in abundance But beyond that? A world of elevated gifting, ready-to-wear, effortless cover-ups and irresistible extras. Register now, discover the full magic of Wonderland. A three-floor buying showcase in the heart of Mayfair with 100 curated brands.
You're invited!
12 - 14 July 2026
The Sheraton Grand London Park Lane Hotel
MODERN PASTELS
Pastel hues have been a recurring homewares theme for several seasons, but for SS26 we’re seeing a new incarnation of the trend. This month, we spotlight design-led pieces embracing a playful yet stylish mood…
SUNDAEBEST
SS26 gives sugary pastels a sharper edge with graphic stripes, lacquered reds and playful retro details
Powder pinks and gelato tones are being toughened up for SS26 with tomato-red accents, graphic stripes and glossy finishes inspired by retro cafés and Mediterranean summers. Here are some of our favourite picks to update your boutique’s latest homewares edit…
THE
SALT AND PEPPER SHAKERS, REX LONDON,
STORAGE TIN, DESIGNWORKS COLLECTIVE,
LOUNGE CHAIR, BLOOMINGVILLE, £POA
£POA
COFFEE CUPS, HELIO FERRETTI, £6.25
GLASS, BLOOMINGVILLE, £POA
COLLECTOR, MUSTARD MADE, £POA
JUTE RUG, THE BRAIDED
SCALLOPED WALL SHELF, BLOOMINGVILLE, £POA
STATEMENT PLATE, MAEGEN, £POA
RETRO MEASURING CUPS, SASS AND BELLE, £POA
VASE, BLOOMINGVILLE, £POA
CEREAL BOWL, CAROLINE GARDNER, £POA
£POA
RETRO SCALES, JUDGE UK, £POA
CUSHION COVER, YONDER, £24
BLOOMINGVILLE bloomingville.com/en/retailer, CAROLINE GARDENER trade.carolinegardner.com, DESIGNWORKS COLLECTIVE faire.com, MAEGEN faire.com, MUSTARD MADE uk.mustardmade.com/collections/wholesale, REX LONDON rexlondontrade.com, SASS AND BELLE sassandbelletrade.co.uk, THE BRAIDED RUG COMPANY Tel: 01654 767 248, YONDER yonderliving.com/pages/wholesale
TABLE SERVICE
Put summer entertaining on the menu with these eye-catching homeware updates
JOE BROWNS
Founded in 1998, British lifestyle brand Joe Browns designs distinctive homeware made to stand out in-store. Each design combines bold prints, vibrant colours and unique designs – making it an ideal collection for womenswear indies wanting to diversify into a new category. For SS26, its range includes bold melamine tableware perfect for eating alfresco, decorated with marine creatures including fish, octopuses and seahorses. Elsewhere, best-sellers include its power-print Herons Haven bedding, cushions and kitchen textiles alongside its soft florals Spring Meadows lighting, duvet sets and soft furnishings. Finally, the brand offers a strong range of kitchen accessories - from mango wood serving bowls and olive-handled serving spoons to Indian stamp storage tins. Wholesale prices start from £6 while the minimum order requirement is £1,000.
CONTACT: Tel: 0113 270 6655 joebrowns.co.uk
TALKING TABLES
From recyclable napkins to sustainable plastic tote bags, Talking Tables is known for innovative, conscious 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.
Homewares brand Uberstar specialises in conversational gifts and kitchenware, from innovative wine accessories and bar tools to uniquely designed glassware. Its range includes everything from wine openers and coolers to cocktail shakers and martini glasses. For SS26, expect coastal inspired novelty glassware in blue, green and aqua hues. Hero designs include a unique set of four tumblers that stack together to create a koi fishshaped sculpture, a chic Twist Glass Wine Decanter designed for pouring and aerating all types of wine as well as a sleek pocket-sized stainless steel Air Pump Wine Cork Bottle Opener. Wholesale prices range from £5-15 per piece while there is no minimum order requirement. CONTACT: Tel: 01908 348 271 E: info@uberstar.com uberstar.com
Down to Business
INSIGHT FOR FASHION INDIES
TREASURE HUNT
Tracking down SS27’s best-selling brands starts here. From Harrogate to Copenhagen, our summer trade show guide highlights the key destinations for sourcing new-season collections your customers will be buying into next year…
Fair game
GET READY FOR THE NEW SEASON WITH OUR PICK OF SUMMER’S MUST-VISIT TRADE SHOWS
WONDERLAND
WHEN: 12-14 July
WHERE: Sheraton Grand London Park Lane
CATEGORIES: Lingerie, nightwear, swimwear, beachwear and lifestyle
KEY
EXHIBITORS: Girlfriend Collective, Eberjey, Polo Ralph Lauren, Sea Level, Oscalito, Chantelle, Their Nibs, Jessica Russell Flint, Huit8, Acquadicocco, Wolford
REASONS TO VISIT: First launched in 2024, Wonderland has quickly established itself as one of the UK’s fastest-growing trade shows, attracting buyers from the UK and around the world. With a focus on intimate apparel, the show offers a curated, boutique-inspired environment, networking opportunities and new product inspiration. This season, Anita will mark its 140-year anniversary with free daily mimosas and cake for the first 20 buyers at the entrance
while a collaboration with the Italian Consortium brings more Italian brands plus complimentary lunches. The Soak cocktail bar also returns while a group of De Montfort University graduates will showcase their final-year collections.
TICKETS: Free – register at wonderlandshow.co.uk
HOME & GIFT
WHEN: 19-22 July
WHERE: Harrogate Convention Centre
CATEGORIES: Gifting, homewares, toys and lifestyle
REASONS TO VISIT: Set across the town of Harrogate, Home & Gift combines purposeful product sourcing with a more relaxed summer pace. The four-day show is a favourite among buyers, offering thousands of design-led gifts, homewares and lifestyle products that are perfect for elevating autumn product ranges. This year retailers can expect a strong showcase of newness, with organisers promising a large line-up of exhibitors showing for the first time. Alongside its inspiring product offering, the show is also renowned for its free networking events - from Sunday Sundowners to celebrate its first day to its popular Drinks on the Lawn party.
TICKETS: Free – register at homeandgift.co.uk
INDX WOMAN
WHEN: 19-21 July
WHERE: Cranmore Park Exhibition and Conference Centre, Solihull
CATEGORIES: Womenswear, footwear and accessories
KEY EXHIBITORS: French Connection, Superdry, Joules, Fransa, B.young, Pulz, Caprice, Crew
Clothing, Joe Browns, Apricot, Alice Colins
REASONS TO VISIT: Created by buyers for buyers, INDX Woman brings together key brands and new talent across fashion, footwear and accessories. Indies can browse a selection of womenswear categories
spanning boutique and specialist collections, lifestyle labels, seasonal footwear, small leather goods and jewellery. This season, Joules will be moving to its own dedicated showroom on the first floor of the exhibition centre to showcase its latest designs. Trend and colour consultant Fiona Coleman, meanwhile, will unveil the season’s most promising looks, while all visitors are invited to a free after-show networking event.
TICKETS: Free - register at indxshows.co.uk/shows/ woman
WHEN: 19-21 July
SCOOP
WHERE: Olympia National, London
CATEGORIES: Womenswear, luxury homewares, beauty and lifestyle
KEY EXHIBITORS: Julie Sion, Aurege, Gallego Desportes, Travaux en Cours, Pret Pour Partir, Le Temps des Cerises, Mat de Misaine
REASONS TO VISIT: Premium womenswear show Scoop presents a hand-selected edit of emerging and established international designers against an inspiring show backdrop. This season, organisers promise a “beautifully immersive circus-inspired theme where fashion meets fantasy.” Its Fireside Chats will also return, offering intimate and insightful conversations with industry insiders.
TICKETS: Free – register at scoop-international. com/page/visitor-registration
INDX NATIONAL INTIMATE APPAREL SHOW
WHEN: 26-28 July
WHERE: Cranmore Park Exhibition and Conference Centre, Solihull
CATEGORIES: Lingerie, swimwear, nightwear and legwear
REASONS TO VISIT: Organised by buying group Associated Independent Stores (AIS), INDX National Intimate Apparel Show is driven by industry expertise, with each exhibitor carefully selected to create an inspiring showcase for independent buyers. This season will see hundreds of emerging and established brands present their latest collections across the intimate apparel category. For SS27, the show has once again partnered with London Swimwear Show to deliver a strong focus on swimwear and resortwear, brought to life through daily catwalk shows curated by Underlines magazine and The Swimwear Yearbook
Meanwhile, attendees can take advantage of complimentary onsite parking, digital show guides and refreshments created by awardwinning in-house chefs.
TICKETS: Free – register at indxshows. co.uk/shows/intimate-apparel
MOMAD
WHEN: 23-25 July
WHERE: IFEMA Madrid
CATEGORIES: fashion, footwear and accessories
REASONS TO VISIT: Spain’s leading fashion trade show Momad brings together hundreds of brands from around the globe. This season, the show will focus on quality over quantity, taking over a single hall within the Madridbased exhibition centre to offer buyers a more curated and clearly segmented format. Visitors will also be invited to browse new dedicated areas including The Trend Zone highlighting the latest looks, and the Best Sellers Zone, showcasing top-performing lines. Meanwhile, a dedicated Buyers’ Programme will be rolled out this season to facilitate meetings between retailers and brands.
KEY EXHIBITORS: B.Copenhagen, Black Colour, Boheme, Celia B, Dawn x Dare, Selected, Silvian Heach, Sofie Schnoor
REASONS TO VISIT: Copenhagen International Fashion Fair (CIFF) offers a standout mix of Scandinavian labels and international brands, many of which aren’t widely represented in the UK. This summer’s show marks its sixty-seventh edition, and it has become well known among UK buyers for its directional, designled exhibitor line-up, offering a chance to discover fresh names, diversify brand mixes and gain early access to emerging talent. Its timing alongside Copenhagen Fashion Week further strengthens its appeal, giving visitors additional opportunities to explore new collections and tap into the city’s wider fashion scene.
TICKETS: free - register at ciff.dk
HARROGATE FASHION WEEK
WHEN: 2-4 August
WHERE: Harrogate Convention Centre, Ripon Road, Harrogate
CATEGORIES: womenswear, footwear, accessories, lingerie and swimwear
KEY EXHIBITORS: Barbara Lebek, Soya Concept, Level One Showroom, Rino & Pelle, Olsen, Vilagallo, Frank Lyman, HV Society, Rabe, Dolcezza, Sahara, Carol C Collections, Lily & Me, Pomodoro, Lizabella REASONS TO VISIT: With four large halls to explore encompassing over 300 exhibitors, Harrogate Fashion Week is one of the UK’s most popular fashion trade shows. Buyers can browse several womenswear categories spanning day and evening wear, occasionwear, footwear, lingerie, swimwear and accessories. Located in the centre of one of the UK’s best-known spa towns, the show offers a friendly and relaxed atmosphere, with hotels, restaurants and bars all within walking distance. There’s also on-site parking, free cloakroom facilities and happy hours offering complimentary coffee, pastries and fizz. Finally, buyers and exhibitors are invited to the show’s popular Sunday evening party, with free drinks, canapés and music.
TICKETS: free – register at harrogatefashionweek.com
The UK’s Leading Womenswear Tradeshow...
Womenswear, footwear, accessories, occasionwear, lingerie & 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.
Smith & Soul
Marco Tozzi
Tempest Designs
Maisonel
Joe Browns
King Louie
Main character Energy
IN JUST THREE YEARS, Y2K VINTAGE CO-FOUNDERS ABDULLAH FAROOQ AND CAMILLA WIESE HAVE GROWN THEIR LONDON START-UP INTO A THRIVING RETAIL GROUP. HERE THEY TALK NEXT-GEN RETRO, COMMUNITY AND THE POS SYSTEM
THAT’S BEEN QUIETLY STEERING GROWTH
There was a massive gap in vintage retail,” says Y2K Vintage co-founder Abdullah Farooq, who started the indie retail and wholesale business with friend Camilla Wiese after struggling to find authentic fashion from the late 90s-00s era. “Most vintage shops I visited were selling pieces that were 40 years old and over, or it was very men-centric. I couldn’t find any stores that really spoke to people my age.”
Today, with three stores on Brick Lane and Portobello Road, their independent retail group has quickly built a cult following of Gen Z shoppers hoping to replicate the Y2K aesthetic.
But retail wasn’t always part of the plan. Their business originally began in wholesale, with piles of carefully sourced Y2K clothing covering the floors of their London flat. From there they began sorting and supplying resellers and vintage shops. “There just wasn’t a supply chain for it back then,” says Farooq. “So, we made one ourselves.”
In 2023, the duo decided to test the water by selling directly to the public. Their first East London shop – strategically positioned on Brick Lane - was only supposed to be a pop-up. However, it proved so popular that it became permanent.
Now a fixture in East London and Notting Hill, Y2K Vintage has become more than just a shopit’s a community hub: “We have a high number of tourists visiting us,” says Farooq. “Some of them have found us on socials. We genuinely have the best customers.”
With 38 staff members - a number expected to reach 50 within the next couple of months - the stores sell everything from tops and trousers to bags and jackets. “The 2000s made tops that
ABDULLAH FAROOQ
“Training our staff to use Square has been really easy... they pick it up within five minutes”
flattered female silhouettes like no other era,” says co-founder Wiese. “And everyone loves the bags. There’s a lot of Italian leather, but then we’ve also got the really fun 2000s mini bags – people just grab them off the rack and put them on. They just can’t help it.”
Back to Square one
When it came to choosing a POS system for their first store, Farooq found most options on the market to be “clunky, dull” and something he didn’t want on the counter. Then he found Square: “When I came across it, I was impressed because it actually looked really good,” he says. “We’ve been using it ever since 2023.”
According to the co-founder, taking on Square was an easy decision. He says the core of Y2K Vintage is about “building relationships, selling great clothes, and creating a store people actually want to spend time in.” Square takes care of everything else - from inventory and sales reports to the day-to-day admin behind the scenes. The business now uses a mix of Square Handheld devices for flexible payments on the shop floor and Square Register tills for faster checkouts during busy periods.
Need for speed
As all retailer owners will likely attest, speed matters – both on the shop floor and behind the scenes. And Farooq knows this better than most. At a busy thrift ing event, he once switched to a cheaper POS system – and recalls watching the queue grind to a halt: “We've tried another system, but it was so slow,” he says. “Between the card tapping and approving, it took about a minute per transaction. And when they’re back-to-back, that feels like such a long time.”
T he co-founder also praises Square's set-up ease, recalling the days of sitting through hours of training at previous retail jobs. “Training our staff to use Square has been really easy,” he says. “They pick it up within five minutes.”
Retail growth
But S quare doesn’t just handle today’s transactions - it helps Y2K Vintage plan for what comes next. Working with one-off vintage products makes stock management uniquely tricky, but by breaking inventory into categories, the team has built an inhouse system that helps spot gaps quickly and keep rails full.
As the business grows, speed and flexibility remain crucial for Y2K Vintage. “We’re constantly checking how things performed,” says Farooq. “Whether it’s yesterday, last month or last year, having that information instantly really helps us make decisions fast.”
What began with piles of vintage clothing covering the floor of a London flat has evolved into one of the capital’s busiest Y2K retail destinations. And with expansion still firmly on the agenda, Farooq and Wiese show no signs of slowing down anytime soon
ABOUT SQUARE
Used by businesses of all sizes, Square combines payments, POS and inventory management tools in one easy-to-use platform. Indie retailers can use it to take card and contactless payments while automatically syncing stock levels and sales data. Alongside payment hardware and POS software, Square also offers tools for customer loyalty, reporting, staff management, barcode scanning and multi-location stock control - helping boutiques streamline day-today operations and save time on manual admin. Visit squareup.com for more information.
20 RETAILER AND SUPPLIER CATEGORIES
INCLUDING FIVE NEW AWARDS FOR 2026
FEATURING :
Retail Event of the Year
British Brand of the Year
Favourite Supplier of the Year
Fashion Independent of the Year
Womenswear Brand of the Year
ENTRIES OPEN NOW
EMAIL JULIE@BPMEDIALTD.CO.UK
FOR ENTRY OR SPONSORSHIP INFORMATION
Free to enter Favourite Supplier nominations now open
Shop Talk
INDUSTRY OPINION
HIT THE JACKPOT
Newmarket’s recently opened No55 Boutique is drawing in shoppers with its colourful edit and friendly service. But according to founder Lara Kinnett - former owner of Martha V - the high-stakes relocation almost never materialised. Here she reflects on the risks, rewards and realities of relocating…
LARA KINNETT, NO55
Betting Big
FOLLOWING THE RECENT RELOCATION AND EXPANSION OF HER NEWMARKET WOMENSWEAR STORE, NO55 BOUTIQUE OWNER LARA KINNETT IS HOPING HER GAMBLE PAYS OFF. HERE SHE TALKS RETAIL BRAVERY, FUTURE PLANS AND THE EVOLUTION OF OCCASIONWEAR
Indie owner Lara Kinnett has just taken on a sprawling four-storey former bank in the centre of Newmarket –the racing town from which she ran popular womenswear boutique Martha V for six years. The new shop, she says, has been a baptism of fire; so much so that it almost didn’t happen at all: “The move has been extremely stressful. There have been times I couldn’t eat or sleep; I almost walked away. But as someone told me, ‘fortune favours the brave’ – I hope they’re right.”
O pened at the end of March, her freshly painted and rebranded No55 Boutique is a larger, airier version of the previous 34-year-old business, which she took over from its original owner in 2020. Inside shoppers can peruse a mix of daywear and occasionwear set out across one spacious retail floor. The brand list has remained largely the same as Martha V, but the extra square footage has allowed Kinnett to buy deeper into each collection while adding new lines: “There’s more space to breath e and the shop floor isn’t as higgledypiggledy,” she says. “There’s a new energy as soon as you walk in.”
T he move came at a crossroads for the business: the lease on Martha V’s premises was about to expire and Kinnett had noticed a distinct shift in her customer base. “The business wasn’t performing as well as I
knew it could and I realised I could no longer make the old building work,” she says. “For instance, we wanted to expand our footwear range but couldn’t because we didn’t have the stock room space. I also knew we needed to be on the high street. Retail has been getting harder - especially in the last 18 months - so taking the plunge was scary, but we needed to change.”
All or nothing
R elocating has been far from easy. It took Kinnett six months to sign the lease after first viewing the building last July, which she initially dismissed as too big. “It’s huge in comparison to the old shop and a massive investment, but it’s in the most perfect location. I couldn’t stop thinking about it and what I could do.”
As well as a dedicated retail floor, the unit has a basement area (now ringfenced as a stock room) as well as an office, staff room and toilets on the first floor. Finally, there’s a vacant upper level that has potential as a second business. “It’s the most beautiful room with a courtyard that overlooks the racing museum,” Kinnett says. “There’s definitely scope to do more. I just need to get my breath back first.”
But the building’s size wasn’t her only roadblock. It also needed new windows – something she was eventually able to negotiate with the landlord – as well as a complete refit, including rewiring and adding new heating, air conditioning and burglar alarms. “It was less than a shell at the beginning and agreeing on the lease was a rollercoaster. There have been many surprise costs along the way, such as stamp duty, but I’m pleased we’ve overcome every obstacle and brought my vision to life.”
“Retail is getting harder, but we needed to change”
Part of that new vision was a complete rebrand –something Kinnett believes was necessary for growth: “There was no point in moving and taking such a huge risk if it was just going to be Martha V in a bigger shop,” she says.
Naming the rebranded store was easy, at least, with the owner adopting the building number and adding ‘boutique’ onto the end. “It’s simple and modern - I feel using people’s names is getting a little old hat.”
Down to the wire
No55 Boutique officially opened its doors just seven weeks after the work started, with Kinnett hiring a Luton van and enlisting family, friends and staff to move Martha V’s stock into the new premises. It took another two days to get everything in place for customers. “It was total chaos,” she admits. “Tradesm e n were struggling to attach rails, then some fell down. I started to feel like I was on an episode of DIY SOS.”
S he does, however, recall a special moment on the eve of its launch, when her team called her outside to look at the just-unblocked windows. “It looked so incredible,” she says. “I was blown away. The stress suddenly seemed worth it.”
K innett decided on a ‘soft launch’ rather than one big grand opening, offering customers a glass of fizz while she walked them around the new store. “We were exhausted,” she says. “So that was about all the team could manage.” They were perhaps right to take tentative steps, as far more customers visited over those first few days than the owner ever anticipated. “The buzz was incredible. Customers kept walking in with cards, flowers and gifts. I was completely overwhelmed by the support.”
As well as its larger footprint and prime location, Kinnett says the biggest evolution from Martha V to No55 Boutique is the way the store is now merchandised. “Each collection is showcased properly instead of being jammed in and mixed up,” she says. “It’s incredible what a difference that alone makes –especially under the natural light.”
Fit for the occasion
B ased in a famous racing town, Kinnett says occasionwear remains an important part of the business. Yet the category has changed, and she’s seen a huge shift in recent years towards “wear-again occasion dresses” and a bigger focus on everyday staples: “Mothers of the bride would previously spend £800 on an outfit they were going to wear once, but that’s changed,” she says. “Now £350 is about the magic number – and they want something they can wear again, maybe to the races, or on holiday.”
That adjustment has been slowly developing since covid, when the owner says shoppers began to change how they dressed or started shopping entirely online. Previously, Martha V’s occasionwear made up around 50 per cent of its stock. To counteract the shift, Kinnett has introduced a higher ratio of daywear alongside slightly lower priced dressier brands offering more youthful and versatile pieces.
Today its line-up includes Sonia Pena, Molly Jo, Allison and Kevan John with a few signature pieces from Joseph Ribkoff and Frank Lyman. Kinnett also bought into Irish brand Fee G this season, which is selling very well. “It’s a bit younger and that’s the demographic we’re trying harder to attract,” she says.
O nline is another big challenge for the category, as Kinnett grapples with extremely high return rates. “Some customers will order multiple styles and sizes online and then return them. When they're expensive pieces, that can be really devastating for a small business. I don’t know how anyone can make that work." For this reason, the owner recently decided to remove occasionwear retailing for over £300 from its website completely. "Customers should be buying these sorts of pieces instore where we can assist, arrange alterations and help with accessories,” she adds.
Don’t give up the day job
Driving most of the indie’s revenue today is daywear – both in-store and online. “You just don’t have the same issues with everyday wear," she explains. "They rarely come back as returns.”
Shoppers can pick up beautiful ‘wearforever’ dresses from £100-£150 as well as staple trousers from around £100 and tops from £40. There’s also a range of lifestyle products and fashion accessories, such as matches, socks and jewellery, starting from £5.
Kinnett namechecks Oui, Naya and Monari as bestsellers, while Mac Jeans has been – surprisingly for her – especially popular. “I used to hate jeans until I tried on a pair from Mac,” she says, “now I’m a complete convert.”
Monari, which first arrived at Martha V last spring, has also been unexpectedly successful: “I dismissed it initially thinking it was too chintzy and glitzy, but little did I know - customers absolutely love it. So, this season we look a little bit like Monari on steroids, but I plan on getting even more.”
E lsewhere, Naya has a huge following with shoppers coming in especially every season to buy it: “It sold well so I got stuck in a rut buying the same thing, but I’ve been braver and edgier for SS26. It’s been brilliant so far.”
For SS26, she has high hopes for new brands Nekane and Brave and True.
But Danish brand Gustav is a personal favourite: “Every design is just beautiful, and I appreciate every detail and stitch,” she says. “It’s affordable – but not cheap –and it’s just flown off the rails.”
Today the new shop is doing exactly what Kinnett hoped: attracting younger customers while still appealing to its core 60+ shopper. But with so much more space – including that upstairs room and courtyard – it’s clear that No55 Boutique’s story has only just begun. For the owner, the focus now is building on its recent uplift in footfall and giving customers a reason to visit. “I think things are swinging back to real-life retail,” she says.
“People want a connection and an experience, not just passively looking at a screen. I’m excited to see how it’s going to evolve and to help put Newmarket back on the map. It’s time for a regeneration of the high street and I’m really proud to be part of it.”
“We’re proud to celebrate 19 years in business next month”
KENNEDI BOUTIQUE FOUNDER AIMEE WAUDBY ON BUSINESS, BRANDS AND BESTSELLERS
Lo cated in the historic Lincolnshire town of Brigg, Kennedi has been trading since 2007. Today the destination store offers British and European brands such as Vilagallo, Stehman and Twinset Milano. Here founder Aimee Waudby shares her current key performers, what’s driving sales and how afterhours colour analysis is boosting customer loyalty…
How is business at the moment?
It’s very good. We are seeing growth in the area, which has boosted footfall, and I have really thought about my offering and how to shape it to our clientele. We will celebrate 19 years in business next month – a milestone I’m very proud of.
Have you introduced anything new for SS26?
I’ve brought in H.V Society, sourced at Harrogate Fashion Week, and sell-through has been strong. I felt it was a good fit for our farming community as it has a relaxed, equestrian glamour to it.
What are your customers buying?
S ome days it’s gym wear, other times it’s occasionwear, so our broad mix of stock and price points really works. In terms of brands, French Connection has just introduced a Guest Edit, which we’ve been really pleased with.
What is helping drive customers into the store?
Instagram reels really help bring people into the boutique as well as my styling talks and local workshops. We have some fab WI groups in the surrounding villages and my sessions there have introduced some fabulous women to the store.
What else do you offer your customers?
I offer colour analysis and personal styling in-store out of hours and clients have stumbled upon the shop while searching for these services. These help build trust and give me a deeper knowledge of each customer’s lifestyle, unique colour season, body shape and style. I also recently styled
a neighbouring established business with new uniforms to suit their new shop refit and launch day, looking into the theory of colour to project the right message to their customers. It’s an advert in itself to see the team wearing our collections and recommending us.
What are your plans for summer?
Brigg has a really great Farmers Market one Saturday per month during the summer and that drives lots of new people into our town and the boutique. We’ve also just introduced ‘Sip and Shop’ Saturdays with complimentary fizz that’s been well received by both our ladies and their partners.
What challenges are you facing currently as a small business?
The challenges for indie retailers never stop: energy increases, NI contributions, the list goes on. It is tough going. Our customer is also more mindful as to what they are buying, but we find they will treat themselves on investment pieces if the quality is there.
“We cannot allow this issue to slip down the political agenda”
BIRA CEO ANDREW GOODACRE ON THE FIGHT AGAINST SHOP THEFT
Th e latest ONS figures on shoplifting make for interesting reading. For the first time in years, shoplifting offences in England and Wales have fallen, dropping from 516,611 to 509,566 for the year ending December 2025. T he charge rate rose from 18 per cent to 22 per cent, while the number of offenders charged increased by 17 per cent.
T his points to greater enforcement activity by police and a better response to retail crime.
T his is progress, and we need to acknowledge it. Over the past 12 months, there has been a better response from police forces, more arrests, more community officers on the ground, and a much sharper focus on retail crime. That matters enormously, particularly for fashion and gift retailers who have been dealing with persistent theft of high-value items, organised gangs targeting designer goods, and repeat offenders who face little consequence.
However, we cannot afford to be complacent. Half a million shoplifting offences in a single year is not a figure any of us should be satisfied with. For independent retailers, every incident represents lost stock, damaged margins and the emotional toll on staff who face threatening behaviour. The human cost of retail crime goes far beyond the statistics.
What these figures tell us is that when police take retail crime seriously, increase enforcement and charge offenders, it makes a difference. The challenge now is maintaining that focus and momentum. We cannot allow this issue to slip down the political agenda just because the numbers are moving in the right direction.
T his is where every retailer has a role to play. Report every single incident. I know it feels futile sometimes, especially when response times are slow or outcomes seem unlikely. But that reporting culture is what drives the data, and the data is what drives political will to act. When we can demonstrate the scale of the problem with hard evidence, we get the meetings with ministers, we get the policy changes and we get the enforcement.
Bira will continue campaigning for stronger protections for retail workers and independent shopkeepers. We are pushing for measures that remove the effective threshold below which theft has historically been treated as a low priority by some forces. We are working with the Home Office to ensure this progress continues and accelerates.
T he direction of travel is encouraging, but the destination is still a long way off. Stay vigilant, keep reporting, and know that your voice matters in this fight.
“Today’s customer is not simply purchasing product”
There’s been no shortage of commentary on changing customer behaviour. New channels, rising expectations and evolving ways of shopping are now dominating industry conversations. However, the most significant shift is not simply behavioural – it is also economic and emotional.
C osts are rising across every aspect of life and as a result, consumer confidence is fragile. Whether customers are actively following the headlines or avoiding the news, they are feeling the impact of global uncertainty - and this is reshaping how people spend.
Customers are becoming more cautious and deliberate. They are taking longer to make decisions, questioning value and showing far less inclination to buy on impulse.
Yet many retailers continue to buy as though little has changed.
Traditionally, buying has been product-led, with decisions focused on what’s new, what’s trending, and what’s likely to sell. That approach still has its place, but it is no longer sufficient.
Today’s customer is not simply purchasing product; they are seeking reassurance. They want confidence that a purchase is justified, that it will endure, and that it won’t feel like a mistake when the next expense arises. This represents a fundamental shift from the more carefree, consumption-driven mindset of recent years. As a result, the role of buying must evolve.
Buying is no longer solely about selecting the right assortment. In 2026, it is more about curating a range that supports decision-making and reduces uncertainty.
In practical terms, this often requires restraint. A tighter, more focused range is more effective than an expansive one. Excessive choice does not create value; it creates hesitation. When customers are faced with too many similar options, the likelihood of delay or disengagement increases. That is why a disciplined approach to range is essential.
RETAIL CHAMPION CLARE BAILEY ON HOW TO BUY SUCCESSFULLY IN 2026 Listen to the Retail Reckoning podcast
Buyers must look beyond what customers like and consider what gives them confidence to commit. This may be driven by quality, versatility, longevity or a clear and coherent pricing structure. These factors help justify a purchase, rather than simply inspire it.
Product alone rarely secures the sale. How it is presented, communicated and contextualised plays a
critical role in conversion. Customers need to understand not only what a product is, but why it deserves their investment. This requires close collaboration between buying, merchandising and marketing, ensuring that the offer is both compelling and easy to navigate.
R etailers are operating in a challenging environment. Rising costs and margin pressure naturally encourage a focus on driving volume and accelerating sales. However, customers are responding differently. They are slowing down, becoming more selective, and placing greater emphasis on value and relevance. This divergence presents a risk.
R etailers who continue to push volume without addressing customer hesitation may find that effort does not translate into performance. In contrast, those who adapt their buying strategies to reflect this more considered mindset are better positioned to maintain both sales and margin.
T he opportunity lies in recognising that selling is no longer about increasing pressure - it is about reducing friction and making it easier for customers to understand, trust and ultimately buy.
T hose who succeed will not necessarily be the ones with the largest ranges or the most aggressive promotions – it’ll be those who respond most effectively to how their customers feel and build that understanding into every buying decision.
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
Sign up for VIP alerts to Clare’s latest podcast at retailreckoningpodcast.co.uk/newsletter
ACCESSORIES
BLUNT
Rainy Days made Good
E: ordersuk@bluntumbrellas.com
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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
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