f ter a long, grey winter, it feels like spring has finally arrived. And with it comes a sense of renewed optimism on the shop floor as boutiques begin to fill their rails with bright colour and print.
R esortwear is a key focus in this issue, with our edit of SS26 swim, beachwear and sunshine-ready accessories offering plenty of inspiration for buyers looking to enhance their summer offer. From elevated coastal dressing to easy-to-pack silhouettes, turn to page 23 for our pick of the season’s standout buys and the suppliers bringing newness to the category.
E lsewhere, we travel to Rutland to meet the buyers behind Cavells - one of the East Midlands’ most established fashion destinations. Trading on Oakham’s Mill Street for 33 years, the independent retailer has built a reputation for its carefully curated edit and exemplary personal service. In our interview, buyers Siobhan Patterson and Charlotte Burrows reveal the fascinating back story behind the business alongside their winning buying strategy. Read the full feature from page 53 .
O f course, retail is rarely without its challenges and one issue many indies are grappling with right now is how to deal with excess stock. In this issue, retail expert Catherine Erdly shares practical advice on how to move deadstock without damaging margins or brand perception. Turn to pages 44-45 to read more.
Finally, a quick reminder that entries for the Boutique Star Awards 2026 will open later this month. With several new categories added this year, the awards will once again celebrate the retailers, brands and agencies helping drive the independent fashion retail sector forward. Find out more on page 11.
Happy spring!
Gemma Ward, Editor
Fashion Fix
ESSENTIAL NEWS FOR FASHION INDIES
NEW CATEGORIES ANNOUNCED FOR BOUTIQUE STAR AWARDS 2026
Three new categories for independent retailers and two for suppliers have been introduced for the Boutique Star Awards 2026, which will return in November for its sixth year.
Among the new honours for indies are Independent Department Store of the Year, Resilient Retailer of the Year and Retailer Event of the Year. On the supplier side, new categories include Lifestyle and Accessories Brand of the Year and Tech Innovation of the Year. The popular Favourite Supplier award,
voted for by Boutique magazine readers, will also return for 2026.
Entries will open online via boutique-magazine.co.uk at the end of March, when retailers and suppliers will be invited to answer questions about their business, ethos and strategy. Submissions will then be reviewed by a panel of impartial industry experts, with the shortlist announced in August.
This year’s winners’ party will take place in central London, with the venue to be confirmed.
2026
categories
RETAILERS:
Fashion Independent of the Year
Social Media Strategy of the Year
New Independent of the Year
Manager of the Year
Online Shop of the Year
Loyalty Programme of the Year
NEW: Independent Department Store of the Year
NEW: Resilient Retailer of the Year
NEW: Retailer Event of the Year
B outique magazine owner Julie Neill says this year’s awards will recognise the hard work taking place behind the scenes across the industry: “Indie retailers and brands have had to work at being resilient, creative and outstanding to succeed in this extremely difficult climate and these awards celebrate their tenacity and dedication. We hope you’ll put your business forward for an award and join us to honour this amazing, resilient sector in November.”
SUPPLIERS:
British Brand of the Year
Fashion Agency of the Year
Footwear Brand of the Year
Conscious Brand of the Year
Womenswear Brand of the Year
Emerging Brand of the Year
NEW: Lifestyle and Accessories Brand of the Year
NEW: Tech Innovation of the Year
SPECIAL AWARDS:
Favourite Supplier of the Year (voted by readers) Lifetime Achievement Outstanding Business
INDUSTRY UPDATE ESSENTIAL
NEWS FOR FASHION INDIES
BUYERS DISCOVER NEWNESS AT SCOOP’S 15-YEAR ANNIVERSARY EDITION
Fashion buyers stepped into Scoop’s whimsical-themed 15-year anniversary show earlier this season, with imaginative styling setting the tone for AW26.
Visitors wound through the show’s signature gallery-style layout to view collections from a curated selection of international designers including Enamel Copenhagen, Gustav, Mos Mosh, Woden, Lavi, JEi’S and Whyci.
Live accordion music and opera singers entertained buyers along the aisles, while cafés Perry’s Pizza
RETAIL TOPS LIST OF UK INDUSTRIES MOST TARGETED BY CRIME
Research by finance experts at money.co.uk’s Business Savings Accounts has found that more than two fifths of retail and wholesale premises (41.3 per cent) are victims of crime each year - placing the sector at the top of the list of the most affected industries.
The analysis ranked primary utilities in second place with 37.2 per cent of businesses reporting crime. Transport, accommodation and food businesses came third (27.1 per cent), followed by construction (25 per cent) and business services (18.8 per cent). Manufacturing, information and financial services were among the least affected sectors by criminal activity.
Place and La Cucina served pizza, Italian salads and prosecco. Floral installations and Vespa displays reinforced the season’s overarching theme, adding to the show’s distinctive visual identity.
“ There’s a real sense this season that buyers are staying longer and taking more time to explore,” says founder Karen Radley. “The atmosphere encourages people to slow down, have conversations and really engage with the collections.”
Independents travelled from across the UK, including teams from The
Dressing Room, Sunday Best, Anne Furbank, Anna, Fox + Feather, The Gate and OSO Boutique.
Pamela Shiffer, owner of Pamela Shiffer in London’s Primrose Hill, comments: “Newness is key, and this show absolutely delivers.”
LATE CHRISTMAS SHOPPING PUTTING PRESSURE ON RETAILERS
Last-minute Christmas shopping habits are putting increasing pressure on festive fashion sales, according to new research analysing UK consumer behaviour during the 2025 holiday season.
The Great British Christmas 2025 Survey , commissioned by Richmond & Towers and Possibility, found that most shoppers leave gift buying until the final weeks before Christmas. Around 69 per cent of consumers completed most of their shopping in December, while nearly one in four waited until the final days before Christmas.
“Christmas gifting is now where financial pressure and emotional risk collide”
For fashion retailers, this compresses gift purchasing into a short window when shoppers may feel less confident about buying clothing or accessories as presents: “Christmas gifting has become a moment where financial pressure and emotional risk collide,” says Possibility MD Nick Rabin. The report also found that Black Friday plays a smaller role in Christmas gifting than many assume. Only 11 per cent of consumers said they bought most of their presents during that period, while nearly half did not use it for Christmas shopping at all.
IRAN CONFLICT COULD PUSH UP COSTS FOR UK RETAILERS
Escalating tensions in Iran and the Middle East could push up costs for UK retailers if disruption drives higher oil prices and shipping costs. Analysts warn the impact could filter through supply chains in the
months ahead. Marty Bauer, retail analyst at Omnisend, says rising energy prices typically increase the cost of transporting goods, running warehouses and manufacturing products.
INDIE SHOP NEWS
FEELING BLUE
Womenswear indie group Blue is closing its Cheltenham store to concentrate on its Bath location after trading on the historic town’s Queen's Circus for 26 years.
SWEET 16
Lifestyle independent Vinegar Hill has opened its sixteenth store in Surrey’s Weybridge, bringing its edit of fashion, homewares and gifts to the town’s shoppers.
NEW ERA
No34 Boutique in Market Harborough has closed its physical store to embark on “a new chapter” for the business following 16 years’ trading on its high street.
Square introduces POS embedded AI tool
US fintech firm Square has launched a free AI assistant designed to help retailers make better decisions using their own data. Unlike standalone AI tools, Square AI is built directly into the company’s POS platform, allowing users to analyse live payments, sales and inventory data without exporting reports or manually inputting information.
Key features include smart business insights that combine a retailer’s own data with relevant local information. Additional benefits give businesses access to real-time performance data, with AI-generated charts and views that can be pinned so key trends - such as daily takings, peak trading hours or week-on-week sales figures - are always visible.
JANUARY SALES DRIVE STRONGEST RETAIL GROWTH SINCE 2024
UK retail sales rose in January as shoppers took advantage of New Year discounting, the latest figures from the Office for National Statistics (ONS) show.
According to the data, retail sales volumes increased by 1.8 per cent month on month in January - marking the largest monthly rise since May 2024. The increase follows a more modest 0.4 per cent uplift in December.
Retail analysts say the rise reflects consumers responding to lower prices after a cautious festive season.
R ajeev Shaunak, head of consumer at MHA, comments: “The UK retail sector has kicked off 2026 with a surprising display of resilience. Consumers clearly responded to New Year discounting, although the underlying picture remains complex as retailers continue to face rising costs.”
Marty Bauer, senior e-commerce expert at Omnisend, agrees that discount-led events remain a key driver of purchases: “Our research shows that 44 per cent of British consumers wait for sales and promotions before they shop, while
INDUSTRY SALES FIGURES JANUARY 2026 (VS JANUARY 2025) +3.48%
+0.61%
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
more than one in five only shop during major discount periods such as the January sales.”
Despite the encouraging start to the year, analysts caution that one month of growth does not necessarily signal a sustained recovery, adding that easing inflation and improving consumer confidence could support spending as the year progresses.
RAINBOW BRIGHT
Featuring a cluster of dazzling multicoloured gems, these 18k gold plated brass Chunky Hoops by Norwegian jewellery brand Emilia are made to stand out. Pair with spring florals or summer neutrals to add a pop of colour to any look. £POA; E: ditte@bondep.com
PARTY FAVOURS
Offering elegant womenswear for modern shoppers, Fee G’s Beauty in Motion collection blends relaxed tailoring and versatile separates with embroidered mini dresses and elevated special occasion styles. Expect printed cottons alongside airy chiffons and viscose in delicate pastel hues. Tel: 00353 1460 6035 E: fiona@fee-g.com fee-g.com
Lovesboutique
SPRING’S BEST HEAD-TURNING WOMENSWEAR AND ACCESSORIES
WARDROBE STAPLES
Available to UK indies via Genus Fashion, German womenswear label The Shirt Project offers feel-good casualwear. Its AW26 collection features the brand’s signature statement typography and stripes across sweaters, shirts and separates. Expect easy-tomerchandise styles in three drops - from cosy hoodies to feminine blouses with bows. £POA; Tel: 0207 323 6652 E: info@genusfashion.com
FEELING BLUE
Tapping into 2026’s breakout icy blue trend, Malina’s Carol blazer for SS26 brings a cool, contemporary edge to classic tailoring. Its structured shape works well now with lighter separates and will carry through to autumn wardrobes too. £POA; E: sales@bymalina.com
SPRING FLORALS
Crafted in organic cotton, Pom Amsterdam’s flora-blue print statement Shawl will add colour to spring outfits whatever the weather. £POA; E: sales@pom-amsterdam.nl pomamsterdam.com
LOVE ALL
Landing in stores next month, Smith & Soul’s latest short-order collection brings easy silhouettes, retro stripes and tennis-themed emblems to boutique rails. £POA; E: info@smith-soul.com
BEACH BUDDY
British resortwear brand Naia Beach has launched a men’s swim shorts capsule for SS26 featuring timeless plains, exclusive patterns and a bespoke Capri print. Choose from five designs named after sun-drenched destinations such as Mr Santorini (pictured). £POA; E: mel@naiabeach.com
THIS MONTH’S STANDOUT WOMENSWEAR AND ACCESSORIES
FRESHLY BAKED
Made in India from recycled plastic, Talking Tables’ wipe-clean Croissant Tote Bag is perfect for gym class, weekend errands and all-important bakery visits. £POA; trade. talkingtables.co.uk/pages/trade-application-form
SPRING FLORALS
RETRO RUNNERS
Combining the lightweight ease of ballet flats with the technical support of a runner, Ambitious’ Karen sneakers feature a slip-on construction, bold pink colourway and flexible gum sole for a sleek and sporty finish. £54.40; Tel: 07539 228 041 E: marc@doublehagency.com
Made for spring weddings and events, Samantha Jane’s best-selling Serene dress features long balloon sleeves, a deep button cuff, sunray pleated skirt and diamanté trim. Available now for immediate delivery, £POA; Tel: 07342 073 889
Made from recycled rPET fabric and sustainable birch wood, Original Duckhead umbrellas bring conscious style to everyday adventures. Each design is made to last while there’s a rainbow of bold hues and prints to choose from. £POA; originalduckhead.com/ pages/wholesale
SPRING BOUQUET
Made from cotton and Ecovero viscose, One Hundred Stars’ Kitsch Bouquet Green Oversized Shirt will inject colour to resortwear edits this SS26. Meanwhile, the British brand has also updated its signature kimonos and kaftans in premium sustainable fabrics and new striking prints. £POA; Tel: 01142 727 852 E: sales@onehundredstars.co.uk
PASTEL PERFECTION
KKNEKKI’s durable woven hair bands offer a secure grip without any pulling or damage. Choose from over 700 shades and combinations, with new colours launched every season. £POA; E: ditte@bondep.com
PRETTY IN PRINT
From linen bags to silky bamboo socks and handcrafted Nepalese felt keyrings, Lily & Me’s extensive range of sustainable accessories are the perfect complement to its womenswear. SS26 standouts include the Yarrow Quilted Bag (pictured) made from organic cotton at the brand’s own factory in Nepal. £POA; Tel: 01452 207 766 lilyandmeclothing.com
IN A WHIRL
Ethically crafted from GOTS-certified organic satin cotton, Yonder’s Whirly Fern pyjama set is the dreamiest way to spend spring nights. The bold swirling print and silky finish will also bring a touch of everyday luxury to boutique edits. £POA; faire.com
Intimateessentials
THE LATEST LINGERIE, SWIM AND RESORTWEAR TO INSPIRE YOUR NEXT BUY
SHAPE UP
With moderate control that shapes the waist, stomach and hips, Miraclesuit's all-in-one Modern Romance Shaping Bodysuit smooths the silhouette without sacrificing comfort. Expect breathable fabric, adjustable straps and the brand’s revolutionary Wonderful Edge silicone grip. £POA; Tel: 01423 885 374 E: info@patricia-eve.co.uk patricia-eve.co.uk
NOT WHAT IT SEAMS
Created with premium yarns, moulded cups and a smooth band, Ambra’s seamfree Bondi Bare Long Line Crop and High Brief offer optimum comfort and fit for everything from daily wear to lounging. £POA; Tel: 01623 600 680 E: abaines@ melasgroup.com ambrauk.com
LASTING LOVE
SECOND SKIN
Established in 1950 by the shores of Austria’s Lake Constance, leading luxury skinwear brand Wolford produces some of the world’s most exceptional quality legwear, lingerie, shapewear and bodywear. Retailers can order AW26 now for August delivery or select pieces from its comprehensive NOOS collection all year round. £POA; Tel: 07887 730754 E: angela.blundell@concrete-concept.org
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
SHEER GENIUS
Featuring a new innovative double-layer construction that gives the illusion of a semi sheer opaque tight with the coverage of 100 denier, Charnos’ Sheer Opaque Tight for AW26 is ideal for shoppers who want to show their legs in winter without feeling the cold. £POA; Tel: 01623 600 680 E: abaines@melasgroup.com charnoshosiery.com
Voyage is a London based ladies’ fashion wholesaler specialising in current season stock, ready to wear stylish French and Italian fashion.
With 40 years plus experience in the business our knowledge and expertise help retailers either add to their forward order collections something new and exciting each week.
For retailers that don’t want to commit to orders months in advance, they are guaranteed fabulous stock, completely on trend without a lot of financial commitment.
Of course along with the facetime calls and emails we offer you are always welcome to visit the showroom.
Voyage, 5 Ropewalk Gardens, London, E1 1PJ
We offer Facetime/video calls daily, send Emails and Whatsapp pictures daily with all new current stock. We receive new deliveries 3 to 4 times a week so our stock changes and we always have something new and different to offer.
Stock Up
WHAT TO BUY NOW
LET THE
SUNSHINE
IN Spring has arrived and shoppers’ thoughts will soon be turning to beach and resortwear. From statement one-pieces to cool cotton cover-ups, our edit has everything retailers need before the summer sun makes an appearance…
MALINA
Coastal cool
DIVE INTO SUMMER WITH THESE HEAT-WAVE FRIENDLY SWIM AND RESORTWEAR BUYS
Coastal-themed dressing has been given a high-fashion upgrade for SS26, with sea-botanical prints, beachinspired jewellery and bold swimwear firmly on the horizon. Offering a chic take on nautical styling, this season’s holiday wardrobe combines breezy silhouettes and sheer textures with a palette of earthy tones and ocean blues. From cool cover-ups to animal-print bikinis, these suitcase-ready pieces promise to bring a new wave of style to boutique summer edits.
SUNGLASSES, NÜMPH, £POA
DENIM SHORTS, PIECES, £POA
SANDALS, MUNTHE, £POA
BUCKET HAT, SAMSØE SAMSØE, £POA BARCELONA
NAIA BEACH, £POA
TOTE
BAG, OF LIFE AND LEMONS, £POA
ERIORA
CUT OUT
SWIMSUIT, MALINA, £POA
ARIEL SHELL BANGLE, ASHIANALONDON , £POA
EMBROIDERED BASEBALL CAP, CHELSEA PEERS, £POA
RAFFIA LAMP BUCKET HAT, L ONDON ATELIER BYPRODUCT, £POA
LEO BIKINI, UNDERSTATEMENT, £POA
ASHIANA LONDON faire.com, CHELSEA PEERS faire.com, LONDON ATELIER BYPRODUCT faire.com, MALINA E: sales@bymalina.com, MUNTHE Tel: 0045 3332 0012 E: direct@munthe.com, NAIA BEACH E: mel@naiabeach.com NOEN Tel: 0207 636 3063 godske.com, NÜMPH E: mas@numph.dk, OF LIFE AND LEMONS faire.com, PIECES E: amalie.skjerning@bestseller.com, SAMSØE E: vitus@samsoe.com, UNDERSTATEMENT E: wholesale@understatement.se
SHIRT, MUNTHE, £POA
SHIRT, NOEN, £POA CANNES SWIMSUIT, NAIA BEACH, £POA
LENITA SHORTS, MALINA, £POA
Here comes the sun
GET READY FOR SUNNIER DAYS WITH THESE HOLIDAY-READY FASHION BUYS AND BEACH ESSENTIALS
COCO BEAU
Born from a love of vibrant colour, Coco Beau’s collection is predominately sourced from Jaipur in collaboration with small scale producers and artisans. Its designs are an ode to summer, blending dresses, separates and kaftans with coordinating jewellery and accessories. For SS26, the brand has collaborated with Mulberry’s former creative design Scott Henshall to create a luxury capsule with a highfashion aesthetic. A proportion of sales from this collection will also be donated to the Sea Turtle Foundation to support their vital conservation efforts. Standout designs include the Iconic Oversized Beach Bag with silk tassels and bespoke gold hardware (pictured) alongside an organic cotton maxi skirt and jacket featuring the brand’s signature embroidered turtle motifs.
Escape by OQ offers an elegant resortwear collection crafted from cotton, rayon and hand-woven yarndye fabrics, featuring distinctive prints created exclusively for the brand. Designed to bring colour and craftsmanship to summer edits, the collection combines digital printing techniques with artisanal trims and embellishments to create lightweight pieces suited to warm climates and holiday dressing. Each print is hand designed and developed over months of sketching, colouring and refinement, resulting in unique patterns that set the brand apart. Key styles include relaxed kaftan dresses, bohemian-inspired summer dresses and coordinated printed tops paired with wide-leg trousers. Wholesale prices are around £3539 on average for dresses while the minimum order value is £1,500.
Luxury swimwear brand Swimsara is designed 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 black, 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
MAGICSUIT
Known for its fashion-led design combined with innovative shaping technology, Magicsuit delivers swimwear that flatters and supports the body without compromising on style. The collection has built a strong reputation for sleek silhouettes and reliable fit, offering pieces designed to enhance natural curves while maintaining comfort and durability. Its 2027 preview collection introduces four distinctive stories, each with its own design direction. The Billie Jean group offers a contemporary take on classic swimwear with a denim-inspired aesthetic, while the Taj Mahal group features vibrant statement prints designed to stand out poolside or on the beach. The Clam Digger group, meanwhile, adds a touch of resort glamour with gold accents and a coordinating pareo wrap and the Mariachi group celebrates confident femininity with the Victoria silhouette - a flattering style that showcases the brand’s impeccable shaping expertise. Wholesale prices range from £34 - £80 per piece while there is no minimum order requirement.
CONTACT: Tel: 01423 885374
E: info@patricia-eve.co.uk patricia-eve.co.uk
CAMILLA OHRLING
Established in Norway in 2013, Camilla Ohrling specialises in jewellery and resortwear crafted from colourful printed silks at accessible price points. The Scandinavian brand focuses on long-lasting quality, timeless style and wearable luxury, with each print designed exclusively by the eponymous founder. Inspired by nature, joyful colour and distinctive prints sit at the heart of every collection while lightweight, breathable pieces are designed to be easy to wear and effortless to pack for summer escapes. The collection centres around the bestselling one-size Camilla Kaftan available in striking Hummingbird, Peacock and Blue Garden prints. Other highlights include the Alicia dress - a light and airy summer style with a relaxed silhouette - alongside a flowing kimono jacket designed to elevate everyday outfits and pair perfectly with the matching Iban pant. Available to order now for delivery in April and May; wholesale prices range from €34 - €63 per piece.
CONTACT: Tel: 0776 997 0387
E: sally@sallydawes.com
MIRACLESUIT
Best-known for its shaping technology, Miraclesuit has spent more than two decades developing swimwear designed to sculpt, support and flatter the body. Central to each piece is the brand’s Miratex fabric, engineered with high spandex content to deliver firm midsection support while maintaining comfort and flexibility. The collection spans classic one-piece swimsuits, tankini tops and high-waisted bottoms, with inclusive sizing and timeless silhouettes designed to last season after season. The 2027 preview collection continues this focus on fashion and function, introducing several new design stories. Farfalle leads the range with a striking statement print, followed by Petali Rosa, which features a bold star-placement pattern. The Amazonia group introduces the new Theia silhouette, offering a contemporary take on shaping swimwear, alongside a cotton-lined dress designed for relaxed resort dressing. Completing the line-up, Steel Magnolias delivers a dramatic aesthetic finished with a coordinating kimono. Wholesale prices range from £54 - £82 per piece while there is no minimum order requirement.
CONTACT: Tel: 01423 885374
E: info@patricia-eve.co.uk patricia-eve.co.uk
EVERYTHING CONSIDERED
SOFT TEXTURE, COLOUR AND SUSTAINABLE FABRICS UNITE IN LILY & ME ’S MOOD-BOOSTING AW26 COLLECTION
Family-run womenswear label Lily & Me creates sustainable, feel-good fashion and accessories in thoughtful fabrics and pretty, distinctive prints. With each garment produced at its own factory in Nepal, the brand has full control over quality and craftsmanship – meaning its collections are as ethical and considered as possible. For AW26, its offering draws inspiration from art and nature. Relaxed tailoring and layered textures combine with mood-enhancing colour stories and heritage influences. Elsewhere, colour
pops and soft textures help elevate simple silhouettes. Key colours for the season include Soft Sage, Antique Pink and calming Seamist. The brand’s signature bestselling knitwear returns with a selection of yarns to carry shoppers through the season, including a new cashmere and silk blend made by specialist craftsman in Nepal. Split into capsuled drops, buyers can expect an early autumn offer covering the trans-seasonal period between summer and autumn, followed by further drops as the days shorten to take shoppers through to the festive season.
CONTACT: Tel: 01452 207 766 lilyandmeclothing.com
CONTACT: Tel: 01454 238 940 luellafashion.com
Wholesale prices range from £5£35 per piece on average while the minimum order requirement is £2,000.
COLOUR YOUR LIFE
BJOYFUL FASHION
ritish womenswear brand Luella brings joy into everyday wardrobes with its bold approach to modern styling. Colour isn’t just used as an accent - it’s the foundation of every collection. With bright, uplifting designs inspired by life’s simple pleasures, expect feel-good prints, wearable shapes and vibrant hues. For SS26, the label's short-order collection is made with thoughtfully sourced, sustainable materials chosen for their quality, softness and lower environmental impact. Inspired by the beauty of the natural world, summer landscapes, and modern living, its latest line-up features floral motifs and organic forms across dresses, crisp cotton shirts and flattering skirts. A joyful mix of pink, coral and blue tones brings a fresh, uplifting feel while bold prints add a sense of celebration to everyday staples. Designed in the Cotswolds and produced by skilled artisans in India, 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
www.godske.com/g-en/trade-shows
Fashion Extras
SPRING’S BEST BAGS, JEWELLERY AND HOMEWARES BUYS
SWEET DEAL
Available for fast delivery, Quirky Chocolate’s Easter Tartan Hot Cross Bun bar blends traditional spices with juicy raisins and candied peel, topped with a white chocolate cross. £POA; faire.com
STACK IT UP
Bedfordshire-based indie earrings brand Helix and Conch offers sackable huggie hoops, studs and cuffs in both gold-plated on silver and solid gold . £POA; helixandconch. com/pages/become-a-stockist
GET A GRIP
Featuring the brand’s distinctive shark-tooth sole for extra grip, Emu Australia’s Sharky Scuff blends cloud-like comfort with attitude – making it perfect for home and outdoors. £POA; Tel: 0207 713 2080 emuaustralia.com
SPRING FLORALS
Featuring the same print as key pieces from its SS26 collection, Munthe’s floral satin top handle bag also includes a useful shoulder strap for running errands hands-free. £POA; E: hlm@munthe.com
CALIFORNIA COOL
Consciously made in England, Ampersands’ California Eau de Parfum blends light florals with lemon, apple and musk – capturing the essence of sunshine in a bottle. £POA; faire.com
EASTER DINING
Featuring hand-painted stripes and a herby motif, Talking Table’s Parsley Plate is hand-dipped in enamel and fired at high temperature for a smooth, chip-resistant finish. £POA; trade.talkingtables.co.uk/pages/ tradeapplication-form
MANE ATTRACTION
Designed and made in the US, Dauphines of New York offers a range of hair accessories featuring Swarovski crystals, pearls and semiprecious gemstones. £POA; E: bonjour@dauphinesofnewyork.com
EGG HUNT
Drawn by hand in London and printed locally, The Easter Egg Card by Daria Solak Illustrations will bring joy and colour to boutique gifting edits this spring. £POA; faire.com
ONE OF A KIND
Completely customisable from the frames to the pendant and chain, Sabatino’s bio-acetate sunglasses are hand-assembled in Italy and finished by jewellers in London, making each pair bespoke. £POA; E: contact@sabatinocometa.com
MODERN CLASSIC
Blending Spanish flair with London elegance, Mi Bolsa’s luxe bags boast clean lines, sculptural silhouettes and polished hardware for timeless designs that move seamlessly from day to night. £POA; E: dody@blackpr.co.uk
BUTTER WOULDN’T MELT
Hand poured in small batches, Nata Concept Store’s Stick of Butter soy wax scented candle turns a familiar kitchen staple into an unexpected home fragrance. £POA; faire.com
NEW BEGINNINGS
Bring a touch of elegance to next month’s celebrations with Meri Meri x Liberty’s Happy Easter Garland, featuring classic floral designs in springtime shades on a soft velvet ribbon. £POA; merimeri.co.uk/pages/wholesale
BRING ME SUNSHINE
Made from hand-decorated stoneware, The Limone Vase from Bloomingville’s Creative Collection will bring Mediterranean sunshine to homeware edits, whatever the weather. £POA; bloomingville.com/en/retailer
PEACE AT LAST
Crafted in the softest 100 per cent 19 momme silk, Atelier Noitē’s luxurious Moonlight Poppy Silk Eye Mask is the perfect companion for a restful night’s sleep. £POA; faire.com
IN BLOOM
Available in spring-perfect Lilac, Mustard’s The Kit takes small storage to a whole new level with its wall-mounted design, metal frame and fluted glass panels. £POA; uk.mustardmade.com/pages/stockistapplication
BY THE BUCKET LOAD
Designed in a spacious elongated silhouette, Samsøe Samsøe’s Saelmegade mini bucket bag is the perfect accessory for easy summer styling. £POA; E: vitus@samsoe.com
OUT OF OFFICE
With a roomy interior and vibrant lemon print, Pieces’ 100 per cent organic cotton Bella tote bag is perfect for beach days and summer city breaks. £POA; E: amalie.skjerning@bestseller.com
Furniture & homewares
TABLE SERVICE
This summer's homewares are serving up a celebration of the season. From food-themed tableware to sun-hued furniture, we round up some of SS26's most tempting buys…
FEAST ON THIS
Serve up something new in store with these mouthwatering interiors buys
Fo od-themed aesthetics are firmly on the homewares menu for SS26, spanning everything from candy-striped soft furnishings to fruit-shaped ceramics. This season, brands have a seemingly insatiable appetite for delectable designs, echoing fashion’s ongoing food obsession. From zesty lemon motifs to gelatohued glassware, these pieces bring a playful sense of fun to boutique shelves and tabletops.
For womenswear indies, the trend is easy to tap into. Whether buying into quirky trinket dishes, statement vases or small pieces of furniture, boutique buyers can curate an edit that complements their fashion offer. Pieces with bold colour, nostalgic prints and joyful details work particularly well alongside summer fashion collections, injecting personality into in-store displays while encouraging impulse purchases.
So, from butter-yellow furniture to zesty wall art, these playful pieces will be the cherry on top of any summer retail edit...
MATCHES, DESIGNWORKS COLLECTIVE, £POA
ATELIER NOITĒ faire.com, BLOOMINGVILLE bloomingville.com/en/retailer, faire.com, EASY LIFE faire.com, GISELA GRAHAM LONDON trade.giselagraham.co.uk, MAEGEN faire.com, MARCELLO VELHO faire.com, MERI MERI faire.com, MUSTARD uk. mustardmade.com/pages/stockist- application, REX LONDON rexlondontrade.com TALKING TABLES trade.talkingtables.co.uk/pages/trade-application-form
TOMATO PLATE, TALKING TABLES, £POA
FISH PRINT, BLOOMINGVILLE, £POA
TOTE, ALPHABET BAGS, £POA
LEMON PRINT, MARCELLO VELHO, £POA
CANDLE, MAEGEN, £POA
THE TWINNY, MUSTARD, £POA
CHERRY CANDLES, MERI MERI, £POA
STRIPED POUFFE, BLOOMINGVILLE, £POA
LEMON JUG, GISELA GRAHAM LONDON, £POA
TOMATO BOWL, GISELA GRAHAM LONDON, £POA
POMODORO BOWL, EASY LIFE, £POA
STORAGE TINS, REX LONDON, £POA
CASSIS NOIR CANDLE, ATELIER NOITĒ, £POA
HEAVEN SCENT
Noteworthy home fragrances to elevate your homewares edit
CHALK
Award-winning British fashion and lifestyle brand Chalk specialises in homewares, beauty products and clothing influenced by the coast. Its home fragrance range includes spa-inspired candles, diffusers and room sprays designed to create a serene atmosphere in any setting. Hero scents include the classic Black Pomegranate fragrance, featuring warm mellow notes of gentle musk and spice. Elsewhere, the springfriendly Meadow scent features fresh top notes of green stems, blackcurrant and buchu, while Cove transports shoppers to sandy coastlines with its fresh, salty aroma.
CONTACT: E: info@chalkuk. com wholesale.chalkuk.com
TOLD LONDON
Independent home fragrance brand Told London combines the art of storytelling with the power of scent. Its hand-poured candles and reed diffusers feature location-inspired aromas created with awardwinning perfumers. Each also comes in its own reusable porcelain vessel featuring a bespoke illustration. Standouts in the range include the holiday-inspired tropical-scented Island Breeze Seychelles Candle with notes of passion fruit, coconut and patchouli, alongside the refreshing green aquatic Dancing Light Lake Como Diffuser with wisteria, magnolia and jasmine. Refills are also available for each product to extend the life of the brand’s premium gold-lid containers.
CONTACT: E: trade@toldlondon.com
BOUS CANDLES
Born at a kitchen table in 2016, Bous was founded by designer-turned-candle-maker Kate Antrobus who set out to create natural alternatives to traditional home fragrances with no synthetic additives. Today the collection includes ceramic, amber and glass jar candles, wax melts, reed diffusers and essential oils - all blended in-house. Still made in small batches in Cumbria, standout products include its Coco soy candle with wavy wooden wick, available in nine fragrances, as well as its amber glass Havana Reed Diffusers. The brand is stocked by independent shops, galleries and wellness spaces across the UK and Europe, while Antrobus also co-runs artisan co-operative Shop for the Senses in the Lake District, which celebrates small, independent makers. CONTACT: bouslife.co.uk/pages/stockist-enquiry
Down to Business
INSIGHT FOR FASHION INDIES
IN THE CLEAR
Deadstock is an unavoidable part of retail, but how you deal with slow movers makes all the difference. This month, retail expert Catherine Erdly shares practical ways to move unsold stock without falling into the over-discounting trap…
Empty promises
HOW FASHION INDIES CAN CLEAR DEADSTOCK WITHOUT KILLING PROFITS. BY RETAIL EXPERT CATHERINE ERDLY
Unsold stock takes up more than just physical space. It adds to the mental load as you wonder what to do with it, leaves a gaping hole in your bank account, and eats into your time when you have to put it away - only to pull it out again later.
O ver the years I’ve worked in the retail industry, different companies have used different names for these pesky leftovers, from “terminal stock” (sounds serious) to the deeply unflattering ‘dross.’ All were trying to measure the same thing: how much stock was left unsold at the end of the season?
D espite unsold stock being a significant drain on retailers, it almost always exists. No one ever achieves 100 per cent seasonal sell-through. So, the same question always arises: what do we do with what’s left?
Why deadstock is unavoidable
F or small businesses, this question comes around every season. Once the main bulk of sales has happened, you become eerily familiar with the same few styles, sizes, or colours that no one seems to want.
S easonal stock is the hardest to manage. After all, who wants to be stuck trying to shift shorts in November?
But deadstock isn’t only seasonal - it’s any product, seasonal or otherwise, that simply isn’t selling.
O ver the last eight years, I’ve been behind the scenes of more than 200 independent retailers. There’s a wide range of methods used to handle unsold stock, but one thing is consistent: if you’re sitting on a lot of slow-moving stock, you are definitely not alone.
The real cost of deadstock
It’s hard to come to terms with the idea that the stock you’ve put your cold, hard cash into now needs to be cleared. But clear it you must, or you risk not having enough cash in the bank to bring in what’s new and exciting.
O ne of the clearest ways I’ve found to explain this is to ask clients to imagine that, instead of a jumper with an RRP of £90, what’s really sitting there is £90 in crisp ten-pound notes.
Suddenly, the question : “why isn’t there more money in my bank account?” answers itself. Once that penny drops, many retailers move quickly. And the relief of seeing cash finally flowing back into the business often outweighs any discomfort around discounting.
Cash is meant to flow
R etail relies on movement. You spend money to buy stock. You sell it at a profit. Cash flows back into the business. You reinvest, and the cycle continues. In and out, in and out.
B ut when you spend money on stock, and it doesn’t sell, that cash gets stuck, and your profit takes a hit. So, the question isn’t whether to clear deadstock - it’s how to do it without damaging your brand.
Why discounting can damage brands
The answer lies in selection and frequency. Let’s start with why discounting gets such a bad reputation. We’ve seen the recent demise of brands like Joanie, which leaned heavily on 40–50 per cent off everything, especially in their final years. Or the aptly named ‘Gap trap,’ where customers never buy full price because they know a discount is always coming. This behaviour teaches customers to wait. A former CEO of a national chain once described it as “weaning customers onto the discount drug.”
O nce customers expect discounts, full-price sales weaken. Businesses discount more deeply to kick -start demand, and a vicious cycle begins. That’s exactly what small businesses are trying to avoid.
The nuance most people miss
T here are two key differences between brand-damaging discounting and sensible stock clearance. The first is frequency, and the second is blanket discounts.
T here’s a poster in my hallway from the London Transport Museum that reads, ‘Winter sales are best reached by underground’, dated 1921. For over 100 years, customers have been conditioned to expect winter sales. January clearance doesn’t shock anyone.
I f you run a planned clearance once or twice a year, customers won’t bat an eyelid. And if you discount only end-of-season and slow-moving stock , while keeping your prime stock at full price, you’re not training customers to wait - you’re simply doing what retailers have always done: freeing up cash while protecting your overall margin.
Sort your stock
I suggest that you start by dividing your stock into five ‘buckets’. The first is your prime stock. It’s selling well, you can’t keep enough in stock, and you know you can sell it at full price. If it’s seasonless, you know you’ll have time to sell through too. This stock should never be discounted while it’s selling well. You should also consider why it’s performing well and consider expanding that category or supplier.
T he second bucket is stock that is OK. It’s not the best, but it will sell through eventually, and you have time to sell it. You need to ensure you don’t reorder any of this stock; let it sell through naturally.
T he third bucket is samples, seconds, or ends of lines. If you have just a couple of items with broken sizes, this stock isn’t necessarily bad, but you might want to tidy it up in a sale. Before you get to that point, try putting it in a ‘last chance to buy’ rail or section on the websitepeople often are attracted to getting their hands on the last of an item. In an ideal situation, most of your sale stock would be this kind of product.
T he fourth bucket is slow-moving stock. Anything that you bought too much of, or that just never sold. Also, stock approaching the end of its season, such as knitwear in February or shorts in August. Most of your clearance stock will likely consist of this type of product.
THE NEED FOR SPEED HOW TO CLEAR DEADSTOCK WITHOUT FUELLING DISCOUNT ADDICTION
Ringfence your prime stock
Never discount lines that are still selling wellprotect margin where demand exists.
Act early on slow movers
Small, targeted reductions mid-season are far less damaging than deep clearance later.
Avoid blanket sales
Discount selectively, not across every single product line, so customers don’t learn to wait for sales.
Use ‘last chance’ tactics
Broken sizes and end-of-lines often sell faster when framed by retailers as being scarce.
Plan for clearance
One or two planned seasonal clear-outs won’t damage trust - constant discounts will.
Ask for help
Resilient Retail Club’s Stock Doctor can take the hard work out of inventory planning for your business.
The key is often to take action before you get too close to the end of the selling window. Big retailers have their eyes on underperformers from the start of their sales cycle. They use them to create targeted promotions earlier in the selling season (for example, 20 per cent off selected coats in November) to try and sell through at the best price possible, because they know that their final destination will be a stock clearance sale at 50 per cent off or more. It’s a good idea to monitor slow sellers and decide whether to discount them or try alternative ways to promote them to boost sales before they reach the stock clearance sale.
T he final bucket is out-of-season stock or shorts in January, knitwear in July, for example. This stock is very hard to shift at any price other than the very lowest, so you want to push it as hard as you can during its selling season to minimise the amount you have to put in boxes for the off-season.
The goal isn’t perfection
T he best solution to excessive discounting is to avoid carrying too much stock in the first place. This might sound obvious, but it’s harder to do than it sounds,
especially for clothing retailers, where you often have to buy six or more months in advance.
G ood seasonal planning matters. You’ll never hit 100 per cent sell-through, but aiming for around 80 per cent is realistic. In other words, estimate what you think you’ll sell in any given season at full price, based on your history, and then either buy that amount or add 20 per cent to give yourself a buffer.
B uying too little could leave money on the table, but failing to do this calculation could lead to serious overbuying.
D eadstock is frustrating, but it’s also part of the reality of retail. When you address it intentionally, cash starts flowing again, decisions become easier, and the business can move forward.
Small business and retail expert Catherine Erdly founded The Resilient Retail Club in 2018 after working for high street names including Coast, Laura Ashley and Paperchase. Through her consultancy she offers expert support, education and encouragement to independent retailers, makers and brands who want to grow their businesses; resilientretailclub.com
Stock control
Want help to control your stock?
The Resilient Retail Club’s management service Stock Doctor takes planning seasonal stock and markdowns off your to-do list. Find out more at stockdoctor.net
Crunch time
AS INDEPENDENT RETAILERS EXPAND, THE SYSTEMS SUPPORTING THE BUSINESS CAN COME UNDER PRESSURE. IN THIS CONTRIBUTED ARTICLE, FUTURA RETAIL SOLUTIONS EXPLORES WHEN IT MAY BE TIME FOR AN UPGRADE
Growth is good news for any boutique. It can look like adding a second till to cope with busy weekends, opening additional locations or the online side of the business beginning to gather pace.
B ut as any retail business expands, the operational side becomes more complicated. Stock volumes increase, buying decisions carry more weight and keeping track of what’s selling and where suddenly matters much more.
What once felt like a simple shop operation can quickly become something closer to a small retail network. At that point, visibility and control behind the scenes become far more important.
Feeling the strain
F or many established independents, the tipping point arrives gradually. Systems that once worked perfectly can begin to feel stretched as stock levels grow, multiple till points are introduced and sales start happening across multiple channels. Individually, the issues might seem small but together they can create inefficiencies that absorb valuable time.
A simple way to sense-check whether your systems are keeping up is to ask a few practical questions. Can you see accurate stock availability across all stores and online channels at any time? Is it easy to identify your best-performing brands or product ranges? Can pricing changes or promotions be rolled out consistently across every till and location? And can staff confirm availability for online orders without having to doublecheck stock manually?
If the answer is often “not easily”, it may suggest that the systems supporting the business have not kept pace with its growth.
O ften this is not because an EPoS system has failed. More commonly, it was chosen for an earlier stage of the business before online sales, multiple locations and integrated reporting became everyday requirements.
Hidden costs
O ne of the clearest signs that a system is under pressure is the rise of workarounds, whether that means manually transferring stock between stores, relying on spreadsheets to reconcile online orders, producing separate reports for different locations or switching between systems to manage web sales and store inventory.
T hese fixes help teams cope in the short term, but as sales grow, they can slow decision-making and introduce risk.
Fragmented data also makes it harder to buy with confidence. Retailers need clear visibility of which brands and products are performing strongly, which lines are slowing down and where there may be an opportunity to reorder.
T hat insight allows buyers to react quickly – topping up strong sellers while demand is still there and identifying slower-moving lines early enough to inform buying decisions for the next season.
Without accurate, consolidated data, buying decisions often rely more heavily on instinct than insight.
Beyond the till
T here is a clear difference between a simple till system and a fully integrated retail platform. A till merely records transactions while a retail platform connects stock, sales, customers, fulfilment and reporting into one live environment.
F or retailers running busy businesses, that distinction becomes increasingly important.
Connected systems are crucial as they allow owners and buyers to see their entire business clearly - from daily sales to brand performance and stock availability.
Instead of juggling disconnected information, retailers gain a single view of how the business is performingand that can help with everything from stock control to forward ordering.
Supporting independents
Independent retail today is increasingly ambitious. Many indie owners are expanding thoughtfully, strengthening online sales, opening additional locations and refining the customer experience they offer.
B ut growth works best when it is supported by the right foundations.
R etail platforms like Futura are designed to help independent retailers maintain control as their businesses expand. By combining POS, stock management, merchandising insight, reporting and web integration in one platform, retailers gain real-time visibility across stores and online channels.
T hat means clearer insight into what is selling, what needs replenishing and how brands and products are performing across the whole business, helping retailers make smarter buying decisions as they continue to grow.
This article was written by Futura Retail Solutions, providers of retail management systems for independent retailers. futura4retail.co.uk
Shop Talk
INDUSTRY OPINION
COUNTRY ESCAPE
Trading on Oakham’s Mill Street for 33 years, Cavells is one of the East Midlands’ most established fashion destinations. This month, buyers Charlotte Burrows and Siobhan Patterson share their sourcing strategy, the one thing they wouldn’t stock plus the remarkable story behind this rural independent retailer…
CHARLOTTE
BURROWS & SIOBHAN PATTERSON, Cavells
Hidden luxe
DESTINATION INDEPENDENT CAVELLS HAS BEEN THE BEATING HEART OF RUTLAND’S OAKHAM FOR 33 YEARS. HERE BUYERS SIOBHAN PATTERSON AND CHARLOTTE BURROWS TALK BEST-SELLERS, EXPERT CURATION, WINNING FORMULAS - AND WHY LOOKS CAN BE DECEIVING
Ne stled among rows of honey-stone independents in rural Rutland, you'd be forgiven for thinking Oakham’s Cavells was just another small-town boutique. Yet step into its unassuming façade and you're met with 6,500sq ft of shop floor space set across multiple rooms and passages. Inside, shoppers can find everything from pop-bright dresses and knitwear to rainbow-hued footwear, Scandi hair accessories and locally sourced socks. “It’s a bit like a Tardis,” says Charlotte Burrows, who’s been a buyer for the store for the past 21 years. “People are often surprised by its sheer scale the first time they see what’s inside.”
T he building itself is steeped in history. Owned by the same family for 130 years, it was originally an agricultural supplier for animal feed, which Mill Street - where it resides on - was later named after.
Today the original owner’s great-great grandson Corry Taylor is the proprietor, running several businesses spanning retail and fashion wholesale all under one roof.
Fashion dynasty
Taylor first took over the business from his father in the early 1990s, who had taken over from his own father before him. He’d spent some time living in California and returned to his hometown to launch an activewear brand inspired by his travels.
T he brand got its first big break when Princess Diana was spotted in one of its leotards during one of her infamous visits to the Chelsea Harbour Club’s gym. “You can imagine his surprise to get to his little shop in Oakham to find 10,000 letters waiting for him - all from people wanting to buy a leotard,” says buyer Siobhan Patterson, who's worked alongside Charlotte for the past four years. “He quickly realised that retail was the way to go to grow the business.”
Working with his then-wife, multi-branded fashion independent Cavells was born - named after Taylor's greatgreat aunt, the hero WW1 nurse, Edith Cavell. It stocked a range of clothing labels sourced from around the world, including Schöffel Country - another brand launched by Taylor after he convinced the German ski brand to let him use its technology to create a warm shooting jacket.
Alongside Cavells, Taylor also owns outdoor clothing distributor Bradshaw Taylor, with all businesses operating from the same premises. In 2023, he partnered with Cotswolds-based indie Landmark to rebrand its menswear department, which now sits inside Cavells behind its own separate shop front. Meanwhile, there’s also an adjoining coffee shop - owned independently - with a door leading directly into the store, creating a comprehensive service for customers. “We like to think that Cavells offers the ultimate shopping experience,” says Burrows. “Customers will literally spend hours here with their husbands and dogs.”
Perfecting the edit
T he product mix at Cavells is sourced entirely by Burrows and Patterson, who jointly select every product across menswear, womenswear, lifestyle and accessories. “We sit next to each other every day, go on all the buying trips together and bounce ideas off each other constantly,” says Patterson. “Charlotte has always worked in the independent world and knows every brand and agent. I come from a direct buying background, having worked for Tesco and Arcadia, so I’m used to negotiating with factories and working strategically. Our combination of skillsets complements each other perfectly.”
C avells ' customer base is wide ranging, covering men and women of all ages, spanning locals, second homeowners and the area’s visitors. Its breadth is down to its location: a small market town in picturesque Rutland – England’s smallest county – that’s part of a little-known area coined ‘The Notswolds.’ “It’s just as
pretty here as the Cotswolds, but we don’t get the coach parties of tourists,” says Patterson.
But Cavells’ customer base does share at least one thing in common: the desire for a curated product mix and memorable experience. “They want to take their time and enjoy shopping,” says Burrows. “That coupled with the unique curation we offer is the beauty of shopping with an independent.”
And there’s much to explore. Cavells carries a wide variety of categories and price points that’s carefully selected to appeal to all ages and budgets: “You can pick up a pretty hair clip for £4 or a beautiful coat for £900,” says Burrows. “We really do cater for everyone.”
Core brands include American Vintage “it sells every single day” alongside Vilagallo, Luisa Cerano, Essentiel Antwerp and Weekend Maxmara. “Never Fully Dressed has also been fantastic for us,” says Patterson. “It’s got really powerful marketing behind it and a strong online presence, which draws customers to us. That’s been invaluable.”
Denim is one of the indie’s best performers, with the buying team adopting a “good, better, best” pricing structure. Shoppers can choose quality jeans starting from £60 moving all the way up to £300 from brands such as Mos Mosh, NYDJ and Paige. Footwear is another fundamental category, with trainers, sandals and loafers on offer from the likes of Birkenstock, Hoff and Paul Green.
Elsewhere, the team “sprinkles on” gifting options to elevate each season edit: “Shoppers can buy birthday presents, something for their dog or just a little guilt-free treat for themselves,” says Patterson. “Those are the fun little add-ons we select that bring everything together to create a mix customers won’t find anywhere else.”
Shoppers perusing the numerous rooms at Cavells will find one thing missing, however – and that’s anything in black. “It just doesn’t sell,” says Patterson. “Cavells is known for colour – and it’s what our customers want. There’s no point fighting that.”
Bright ideas
Currently, buy-now-wear-now pieces have been doing well at the store as customers transition into spring. Brightly coloured cashmere has been “flying off the rails,” alongside versatile pieces that can be worn in multiple ways. “Customers are fed up with winter now and they’re ready to change things up. Layering pieces are key. They’re really considering cost-per-wear value too.”
As well as the edit, creating the right shopping environment is crucial. “We’ve got an amazing group of women on the shop floor who are absolutely product-obsessed,” says Burrows. “They take time with customers. It’s that personal experience and also a feeling of calm and space.” Patterson adds: “People can
really have fun with the collections. Our displays are inspiring – the merchandising, the colour, the furniture – it’s all curated, and you can really feel the passion behind the team.”
The buyers deliver staff training at the beginning of each season, taking those working on the shop floor through brand stories and outfitting so they can dress customers from head to toe. “We really appreciate the craftsmanship that’s gone into a product and it’s important that they understand too,” says Patterson. “If you really believe in the pieces like we do, that can be explained to customers so they can fully appreciate their value.”
Patterson and Burrows purposely create full looks each season when planning their edits, selecting a statement skirt, for example, alongside three different options of tops. “We want every piece to work hard in a wardrobe. Customers don’t want to save things for best anymore, so if someone buys a £300 Paige jean, they can pair it with a £40 tee or elevate it for a special occasion.”
New season
For AW26, the buyers report an “exciting and successful” season, with trips to Who’s Next, Ciff, Scoop and Top Drawer. “We also do lots of showroom appointments – we try to see all the collections. Even if we don’t buy it, we need to know what’s out there.”
Weekend MaxMara was particularly strong, they say, with strong adjacencies to Claudia Winkleman’s wardrobe on The Traitors. “There are three amazing themes that really capture what the trends are for the season,” says Patterson. “We’ve bought into brown and plaid, but in a way our customers will be able to wear it. I can’t wait to see it in store.”
Elsewhere, the team picked up a new French cashmere brand, a British occasionwear label and a feminine daywear collection from Holland. They are still, however, on the hunt for wellmade structured dresses – a store category that needs strengthening since Samantha Cameron’s Cefinn brand folded. “That was a really great fit for us, and we’ve sadly struggled to replace that gap.”
Brand longevity really matters to Cavells’ buyers while a supplier has got to deliver standout winter and summer collections equally. The pair also say minimums can literally make or break a buying decision: “We don’t buy deep because the beauty of being independent is once it’s gone, it’s gone,” says Burrows. Patterson adds: “Brands have to be flexible on minimums, and ideally offer a good B2B platform so we can buy inseason. I also negotiate hard on payment terms; I’m never afraid to ask.”
Community spirit
T he buyers are also never afraid to take a risk. Each edit is formed on instinct and previous sales data, “but we don’t focus too much on the numbers because we know how things change.” Some of their seasonal budget is also purposely side-lined for less safe pieces. “Sometimes it pays off, sometimes it doesn’t,” says Burrows. “We were too quick to jump on horseshoe jeans, for example, while Celia B didn’t resonate with our customers. But we can’t only offer safe clothing. It might be that our online customers will buy it instead, or we’ll use it for the window to drive more people inside.”
T he physical store is still the main focus for Cavells, with e-commerce making up around 20 per cent of its overall revenue. “Everything is done in-house. Social media is important because we’re in a small market town and not on a busy high street, so we need to attract new customers and create the storytelling around Cavells to make people come to us. We also use it to build community and connect with customers.”
S hopping events are another fundamental part of its overall strategy, and its team runs regular in-store gatherings to build loyalty. Brands will often support the team with fashion shows and incentives: “Some suppliers are amazing with this, and that support really matters when you’re an independent,” says Burrows.
“Luisa Cerano has hosted a fashion show, Paige has given us freebies for customers and Date has offered incentives for sales staff. That supplier support makes a real difference.”
L ast year the team introduced the Cavells Brunch Club, which has been successful for driving footfall and retaining loyalty. The event is open to all but with only 30 tickets up for grabs, it sells out fast. Entry includes a grazing table with locally made produce as well as an informal fashion show. “It always has such a great buzz,” says Patterson. “There’s a stylist talking through the outfits and people are free to look closer and touch the clothes - it’s very tactile. Our ladies will drink fizz, buy a new outfit, or have the confidence to try a new trend another time.”
Above and beyond
Of course, the Cavells’ team is facing multiple challenges like many other fashion independents. Burrows and Patterson cite price and shipping costs as the main pressures - “we don’t want to pass these onto the customers” - as well as the UK’s often unpredictable weather. “Winter in particular is tough. October can be boiling; November is when everyone’s discounting and December is all about gifting. Then by January, when it’s freezing, you’re already in sale. It’s a short window so we need stock in early so we have time to sell it.”
The main focus for Cavells’ buyers for the next 12 months is to “keep doing what we do best” while also introducing new brands and initiatives to gain new customers. This will include a store refresh as well as a new denim destination in partnership with Mos Mosh, which is
set to be installed imminently. “We want to build on what we’ve already got,” says Patterson. “The business is evolving all the time – that never stops. We’re constantly looking for new brands to keep our offer fresh and exciting, our events calendar is looking strong, and we want to introduce a loyalty scheme. There’s lots going on.”
Burrows concludes: “The challenges are ever present in fashion retail. But standing out in everything we do and making sure we’re offering the very best curation and experience will always be our number one priority.”
And that commitment is exactly what keeps its customers returning. From the outside, Cavells may appear to be just another shop on Oakham’s Mill Street. Yet step inside and it becomes clear why shoppers are happy to browse the rails within its airy rooms for hours.
“We’re not asking for special treatment; we’re asking for a level playing field”
BIRA CEO ANDREW GOODACRE ON REFORMING VAT ONLINE MARKETPLACE LIABILITY RULES
Id ependent retailers have always faced an uneven playing field. Rising costs, business rates burdens, and the relentless growth of online shopping have made life increasingly difficult for the high street businesses that are the lifeblood of our towns and cities. But there is one issue that has quietly been undermining British independents for years - and it’s time the government acted.
T he problem sits within the VAT rules governing online marketplaces. At present, these platforms are only required to collect and remit VAT on certain transactions from non-UK sellers. This sounds reasonable in theory, but in practice it is being exploited. Some overseas sellers are deliberately misrepresenting themselves as UK-established businesses to sidestep VAT entirely, allowing them to undercut compliant retailers by 20 per cent from the very first transaction. For a small independent boutique competing in an already tough market, that is not a minor inconvenience. It is an existential threat.
T hink about what that means in practice. A small fashion retailer on the high street pays their VAT, meets their obligations, and plays by the rules. Meanwhile, a foreign seller on a major online marketplace sells the same product for significantly less - not because they are more efficient or have a better product, but simply because they are defrauding the system. Independent analysis suggests this loophole is costing the exchequer around £700 million a year.
B ira recently joined a coalition of 18 business organisations and tax experts in writing to the exchequer secretary to the treasury, calling for a formal consultation on extending VAT online marketplace liability rules. The principle is straightforward: online marketplaces should be responsible for ensuring VAT compliance among sellers on their platforms. It is a reform that has already shown results in other contexts, and it is an approach that the government's own informal review was considering last year.
T he coalition behind this letter is broad and telling. From the British Chambers of Commerce and Chartered Institute of Taxation to the British Retail Consortium, the call for fairness is unified across the entire industry.
F or fashion independents in particular, the stakes are high. Many of our members are small businesses with slim
margins, competing in a market that is already demanding. They deserve to know that when they comply with the rules, their competitors are being held to the same standard. We all know that if you miss a VAT quarter, you are charged interest from day one and maybe fined. That is unfair if there are thousands of online businesses getting away with this fraud.
We are not asking for special treatment for independents, we are asking for a level playing field. A formal consultation on VAT online marketplace liability reform would be a meaningful step towards that goal, and we urge the government to move swiftly. Our high streets, and the businesses that sustain them, cannot afford to wait.
“AI can free up the mental load so you can concentrate on doing the things only you can do”
RETAIL CHAMPION CLARE BAILEY ON THE RISE OF AI AND HOW FASHION INDIES CAN USE IT TO THEIR ADVANTAGE
Ma ny boutique owners I’ve spoken recently are a little overwhelmed by AI. It’s unsurprising, as the conversation around this technology going mainstream has been about replacing half the workforce, or businesses needing a team of tech engineers to use it. Neither of those things applies to an independent fashion retailer in Market Harborough or Marlow. And whether you know it or not, you are almost certainly already using AI.
If your email platform tells you the best time to send a campaign, that’s AI. If your Meta ads adjust themselves mid-campaign based on performance, that’s AI working in the background while you’re steaming a rail of new arrivals.
We all know that margins are tight, and costs are stubborn. Customers are still spending, but they are thinking harder before they do. Most independents are running leaner teams than they were three or four years ago.
T ime is your most precious commodity. So, anything that saves you hours, reduces guesswork or highlights opportunity faster is not a ‘nice - to - have’ - it’s commercial oxygen. And this is where AI can work wonders.
A rtificial intelligence can scan sales data and flag your true best sellers in seconds. It can also uncover size gaps before they cost you revenue, automate follow-up emails that would otherwise sit half written on a Post-it note, and
help you make smarter choices when you reorder.
F or years, larger brands had the advantage because while independents had instinct, creativity and relationships, the big boys had systems, data teams and marketing automation. Now the gap is narrowing. A boutique with the right tools can run segmented email campaigns, personalise product recommendations and analyse customer behaviour without a head office infrastructure. That’s powerful.
It's important to note that AI cannot ever replace what makes indie retail brilliant. C ustomers might discover you through technology, but they return because of how you make them feel. In fact, as automation increases elsewhere, your human advantage becomes more valuable, not less. This isn’t about embracing AI blindly but using it intentionally, starting with small and practical steps.
It’s great for drafting first versions of online product descriptions before you edit them into your own voice or testing email subject lines instead of staring into the abyss. But one of my personal favourites for retailers is reviewing automated sales insights before placing your next order.
A ll these approaches to using AI can free up the mental load so you can concentrate on doing the things only you can do - buying, styling, leading your team and building loyalty.
I ndependent retail has always evolved. We moved from handwritten receipts to EPoS, paper catalogues to e-commerce and from relying solely on footfall to telling stories daily on social media. Every shift may have felt daunting at the time, but now feels completely normal.
A I is not a revolution designed to push independents out - it’s simply the next tool available to those who are willing to use it wisely. Indie retail has never been about doing everything manually. If AI helps you improve your business without losing your personality, warmth and edge, then it isn’t something to fear. It’s just another tool in your retail toolkit that can make your life easier.
Clare Bailey is one of the UK’s leading independent retail experts, consultant, speaker and founder of Retail Champion. She advises retail businesses from sole traders to major brands and is a regular commentator across national media; retailchampion.co.uk
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
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
