Th e weather has largely been on fashion retail’s side so far in 2025. An unusually warm spring kickstarted new-season sales, giving independents a much-needed boost in shifting stock early. But while sales were up, footfall remained flat. According to Springboard data, it continued to sit below pre-pandemic levels across many destinations - often by 10 per cent or more.
Now, with cooler temperatures, the return of rain and schools breaking up for summer, the question is whether sales momentum can hold. Retailers will need to work harder to earn footfall. And to do that, stores (and websites) must be easy, obvious and appealing to visit. Of course, bringing in the right stock remains essential.
With that in mind, we’ve curated an edit of rain-proof pieces guaranteed to resonate on pages 44–45 . Buyers looking to build on their orders for AW25 will also find plenty of inspiration at next month’s Autumn Fair - see our show preview and must-visit stands on pages 38–40.
E lsewhere, Artichoke’s Sarah Simonds shares why looking further afield can pay off for some buyers - and how sourcing overseas isn’t always as costly as some indies might think. Read more on pages 50–51.
We also catch up with Sally Parkinson, director and head buyer at Sue Parkinson, for this issue’s Shop Talk. As part of the third generation to run the 50-plus-year-old Cotswolds institution, she reveals how retail know-how has been passed down over time. Turn to page 53 for the full story.
A nd finally, this is your last call to enter the Boutique Star Awards 2025 Entries close on Friday 22 August - with no further extensions - so don’t miss the opportunity to give your business the recognition it deserves.
OS Oboutique in Salisbury has been named one of two winners in Autumn Fair and Savethehighstreet.org’s Retail Makeover Mission, alongside gifting store Taba Naba in Felixstowe.
E ach retailer will receive a prize package worth over £10,000, including 20-plus hours of intensive in-store mentoring from a Task Team of retail specialists. Experts involved in the project include The Dressing Room’s Deryane Tadd, Nest’s Samantha Gibbs, PR consultant Sharon Good and Neil Amer of Retail100 Consulting.
T he transformation got underway at OSOboutique last month, when Deryane Tadd and retail strategist John Abbate visited the store to advise on layout and visual merchandising.
Posting on Instagram afterwards, Tadd said: “The visit was all about understanding the challenges for the store and the quick wins we could implement. Stage two of the mentoring process will be about longer-term strategy and building data into the business.”
The entire process is being documented across Autumn Fair and Savethehighstreet.org ’s digital channels, offering practical takeaways for retailers nationwide. Both journeys will also be shared with visitors at September’s Autumn Fair.
T he Retail Makeover Mission was launched to celebrate the resilience, innovation and community spirit at the heart of ind ependent retail. It attracted 225 entries from across the UK, with applications showcasing the critical role indies play on the high street and in local economies.
Judges were impressed by OSOboutique’s strong customer focus, curated collections and obvious ambition. Owner Katie Gibbs, who received the Boutique Star Awards’ Newcomer trophy in 2024 after taking over the business from Jan Ashton, says she’s excited to take OSOboutique to the next level: “Becoming the owner of OSO has been such a proud moment, but I know there’s so much more we can do to help the business reach its full potential. We have an amazing customer base and a strong reputation, but we’re still working with very traditional systems. It’s time to bring OSO into the modern retail world in a way that feels right for us.”
She adds: “This opportunity is about learning from experts, introducing smarter tools and rethinking how we operate without losing the charm our customers love. I’m excited to build a future for OSO that’s more connected, more efficient and more inspiring for our team, our shoppers and our local community.”
KATIE GIBBS
INDUSTRY UPDATE ESSENTIAL
NEWS FOR FASHION INDIES
CITY GODDESS SPONSORS BOUTIQUE STAR AWARDS 2025
City Goddess has signed up as a category sponsor for the Boutique Star Awards 2025 . A long-time supporter of the competition since its inception in 2019, the affordable occasionwear specialist continues to champion independent retail with its ongoing support.
“We’d like to thank the team and our other brilliant sponsors – Bira and Harrogate Fashion Week - for backing this year’s celebration of indie fashion,” says Boutique magazine publisher Julie Neill.
Entries are open until Friday 22 August via boutique-magazine.co.uk.
SCOOP’S MAGICAL EDITION ENCHANTS BUYERS
Scoop’s ‘The Magical Edition’ lived up to its name last month, delivering a whimsical showcase of over 200 premium collections at Olympia National for the first time. Exhibitors included international names such as Mos Mosh, Devotion Twins and Bitte Kai Rand alongside British favourites like Chalk and One Hundred Stars. Buyers travelled from as far afield as Japan to attend the London-based show, with leading UK indies including Sass and Edge and The Dressing Room browsing the aisles.
Famed for its elevated buying experience, Scoop wowed visitors with theatrical backdrops and luxe details. Buyers were welcomed by mannequins perched atop vintage fairground horses while an orange catwalk carpet guided them around the show floor, past a large theatrically styled tree installation and two cafés wrapped in Scoop’s signature illustrations.
Scoop founder Karen Radley described the event as “special.” She added: “The atmosphere, the collections and the energy from our visitors have all been exceptional. It’s been wonderful to see so many new connections made and relationships strengthened.”
SUSTAINABLE DRINKS CUP WINS
OVER SHOPPERS
Chi Cups has received the People’s Choice accolade in this year’s Gift of the Year Awards , with almost 20 per cent of the overall vote.
Its reuseable closed-loop drinkware is made from recycled materials while its interchangeable sleeves extend each cup’s lifecycle further. But what really sets the product apart is its optional Chi-qi powered wireless charging pad, which heats up the cup with no batteries required.
WONDERLAND UNVEILS SS26 SHOWCASE
Intimates trade show Wonderland returned to the Sheraton Grand Park Lane last month, drawing praise for its elegant surroundings and inspiring buying experience. The three-day event presented 90 brands including Triumph, Aubade and Guilty Beach while buyers were treated to cocktails courtesy of Soak Wash and a catwalk show hosted in partnership with Promincor and La Fédération.
“The passion Chi Cups has shown throughout the awards has been great to see,” says The Giftware Association’s Chris Workman. “Their win is a testament to the power of their community and the power of knowing your audience.”
“Their win is a testament to the power of community”
INDIE SHOP NEWS
OH MANDY!
St Albans indie The Dressing Room landed a surprise cameo in the new series of Diane Morgan’s hit BBC comedy Mandy , with the hapless protagonist visiting the store for a Pretty Woman moment.
NEW OPENING
Salt Society, winner of New Independent of the Year 2024 at the Boutique Star Awards , is opening a third store in the coastal town of St Ives this summerjoining its other shops in Fowey.
Half of UK indies consider closure amid cost pressures
More than half of the UK’s indies have considered closing their businesses due to rising operational costs and low consumer confidence, reveals a new survey from Autumn Fair and Savethehighstreet.org.
Polling over 250 small retailers in June and July 2025, the survey highlights key pressures such as falling footfall (63.4 per cent), online competition (57.4 per cent) and rising wage costs (39
BIRTHDAY GIRLS
Pretty Parade is celebrating the third birthday of its Ramsbottom store, with mother-and-daughter co-founders Caroline and Mollie Butterworth hosting an in-store party for shoppers.
MARGIN
per cent). High rents, business rates and limited funding for regeneration were also cited. Some 84 per cent of respondents said they lacked confidence in government support. When asked what would make the biggest difference, indies called for increased grants (39 per cent), a freeze on business rates (26.7 per cent), stronger marketing, improved infrastructure and affordable parking.
JUNE FOOTFALL DIPS AMID HEATWAVES AND THUNDERSTORMS
Footfall across UK retail destinations fell again in June as extreme weather deterred shoppers from visiting physical stores. According to BRC-Sensormatic IQ data, total footfall declined by 1.8 per cent yearon-year for the five weeks to 5 July, which was slightly worse than May’s 1.7 per cent drop. High streets were the worst hit, down 3 per cent, while retail parks fell by 1.1 per cent and shopping centres dipped 1.6 per cent.
All UK nations recorded declines, with Northern Ireland seeing the steepest fall at 5.2 per cent. Retailers in England fared best, but footfall still dropped by 1.4 per cent.
“High streets were particularly affected as extreme heat was followed by severe thunderstorms,” says BRC chief executive Helen Dickinson. "Rising costs and a broken business rates system continue to limit retailers’ ability to invest in local stores,” she adds.
INDUSTRY SALES FIGURES JUNE 2025 (VS JUNE 2024) +0.87% +0.39% PROFIT
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
But some cities bucked the trend: “Manchester and Birmingham recorded positive footfall for the third consecutive month,” notes Dickinson, citing new shop openings and major events.
Andy Sumpter, retail consultant at Sensormatic, adds that while footfall remains in decline, the pace is slowing: “Retailers now have an opportunity to build on seasonal interest by focusing on value, experience and convenience,” he says.
A NEW DAWN
Featuring bold sunrise-inspired hues, Mos Mosh’s SS26 La Belle Botanique collection combines fluid silhouettes with beautiful design details - creating elevated wardrobe staples designed for stylish everyday living. £POA; Tel: 07730 072 600 E: cp@mosmosh.com mosmosh.com
GOOD, CLEAN FUN
Bursting with a fresh citrus and eucalyptus fragrance, Soak’s Yuzi norinse laundry soap is perfect for cashmere and delicates. Add a small amount to cool water, soak for 15 minutes, squeeze and then dry flat for an easy refresh. £POA; soakwashb2b.ca/pages/wholesale-application
Lovesboutique
THIS MONTH’S HOTTEST FASHION AND LIFESTYLE PICKS
LITTLE MISS SUNSHINE
Perfect for summertime adventures, Watercult’s SS26 collection includes chic beach essentials from swimwear and relaxed separates to voluminous dresses, boho tunics and wickerweave shell bags. £POA; E: ben@intimateslingerie.co.uk
SLEEP EASY
Drift off naturally with OTO Sleep Drops, containing CBD and L-theanine blended with soothing botanicals such as lavender, chamomile and butterfly pea flower. This fast-absorbing formula promotes restful sleep and a restored mind, making it ideal for travel, stressful periods or bedtime rituals. £POA; E: natalia@otowellbeing.com
OBJECT OF DESIRE
Premium accessories brand Patt is expanding its range with two new timeless handbag silhouettes. Crafted in colourful butter soft Italian calfskin and stitched together by passionate artisans, its Claude shoulder bag is the perfect size for running everyday errands in style. £POA; E: dody@blackpr.co.uk
info@chalkuk.com@chalkuk
EASY LIVING
Taking a simplified approach to styling, British brand Chalk has curated its accessories range with ease in mind – from sunglasses and satin scarfs to fur bags and reversible belts. £POA; Tel: 01843 231 300 chalkuk.com
GOING STRAIGHT
Refresh your denim offer for SS26 with affordable everyday staples by Paddock’s Jeans. Stockists can choose from around 20 NOOS styles in various colours and lengths, with wholesale prices starting from £27 per pair. This season the brand has also expanded its range with the introduction of new straight and relaxed fits. £POA; Tel: 07539 228 041 E: marc@doublehagency.com doublehagency.com
FLOW AND BEHOLD
Founded in 2024, Walthamstow jewellery brand Moca creates sculptural jewellery that tells a story. Expect statement pieces handcrafted in small batches using recycled metals and ethically sourced stones. £POA; Tel: 07949 757 704 faire.com/direct/mocajewellery
THIS MONTH’S STANDOUT WOMENSWEAR AND ACCESSORIES
CHERRY PICKED
London Grace’s conscious nail colour offers long-wearing style without the unpleasant chemicals. Stock up on its Holly shade for a more affordable alternative to Chanel’s classic rouge noir, £POA; faire.com
BRAVE THE ELEMENTS
Make a splash this AW25 with Barbour’s waterproof footwear. The heritage brand has updated its classic Halton Chelsea boots by adding a pop-pink thick-tread sole. £POA; E: sales@barbour.com
Intimateessentials
THE LATEST LINGERIE, SWIM AND RESORTWEAR TO INSPIRE YOUR NEXT BUY
SOFT FOCUS
Ambra’s new Aurora collection reflects the brand’s sleek aesthetic, blending contemporary silhouettes in natural modal fibres and soft colourways such as pink pearl. Average wholesale £7.60; Tel: 01623 600 680 E: abaines@melasgroup.com ambrauk.com
WINTER SUN
Introduce boho-inspired resortwear to everyday wardrobes with Miss June’s bold dresses and separates. Its Cassandra Short Dress perfectly embodies Parisian charm, with an exclusive design that will bring drama to any occasion. £POA; miss-june.com
KEEPING MUM
RETRO REVIVAL
Launched more than two decades ago, Schiesser’s Revival collection revisits classic silhouettes from the 1950s and beyond, reworking them for the modern consumer. Expect ribbed fabrics, vintage-style woven labels and streamlined retro cuts. £POA; Tel: 07887 730 754 E: angela.blundell@concrete-concept.org
A NEW LEASE OF LIFE
Available in four easy-fit sizes, Anita’s new Essential lace nursing bra comes with a wealth of comfort features including breathable, perforated foam cups, removable padding and wide-opening access to support an easy latch. S–XL, £POA; Tel: 01908 524 048 anita.com
Crafted from recycled yarns made using discarded plastic bottles, Livia Betancort’s Venus swimsuit is a flattering one-piece designed to enhance the silhouette. Available in three colourways, £POA; liviabetancort.com
WOMAN 25-27 January 2026
8-10 February 2026
Thank you for joining INDX in 2025 - we look forward to welcoming you all back next season.
Eco chic
SUSTAINABLE PRODUCTS AND BRANDS
HOT STUFF
CONSCIOUSLY CRAFTED
Crafted by hand in Yorkshire by an all-woman team, Cuurve creates premium quality underwear using sustainable materials such as Austrian Micromodal and recycled ocean plastic. Highlights include the Sleek Sophie and Elevated Emma knickers and Cozy Charlotte shorts. £POA; Tel: 07514 770 724 E: hello@cuurve.co
ENDLESS SUMMER
Designed in England with the sunny Med in mind, Anna James’s tailored linens include blazers, trousers, waistcoats and a pencil skirt in summerperfect hues. £POA; E: info@annajamesthelabel.com
Available with the option of a wireless charging pad, the award-winning Chi Cup is made from recycled oil that’s filtered for impurities and remoulded into a durable, food-safe polymer. Each cup is fully recyclable – making it closed loop – while its design can be updated on a whim with the brand’s range of interchangeable sleeves. £POA; E: david@chi-cups.com
EVERYTHING CONSIDERED
Winner of Sustainable Brand of the Year 2024 at the Boutique Star Awards 2024 , Lily & Me designs in the UK and manufactures at its own factory in Nepal. Its Evie Skirt in Harding print is crafted in 100 per cent organic Cotton, offering an eco-friendly alternative for conscious shoppers. Available on forward-order with topup stock available through the season, wholesale prices range from £5 to £35; Tel: 01452 207 766 lilyandmeclothing.com
LIMITED EDITION
Every piece in Femponiq’s collection is designed and pattern cut at its London studio, then produced in limited runs in the capital and Istanbul. Buyers can expect timeless, high-quality styles with innovative cuts, bold silhouettes and distinctive colour palettes. Highlights include sleek trousers, structured skirts, voluminous tops and tailored blazers. £POA; E: dody@blackpr.co.uk
Stock Up
ESSENTIAL NEWS FOR FASHION INDIES
NEW SEASON LOADING
St ill finalising your SS26 edit or looking for autumn newness?
From standout womenswear to must-have accessories, we highlight the latest launches set to elevate your new-season selection…
MOS MOSH
New season energy
TATE FASHION
Leeds-based distributor Tate Fashion is unveiling three standout collections for SS26 designed with modern womenswear independents in mind. Elevated occasionwear label Lizabella continues to lead the way with timeless silhouettes, combining soft pastels with deeper accents of cobalt, orchid and navy. Signature tailoring, delicate embellishment and sculpted structure define the brand’s elegant aesthetic. Meanwhile, the recently relaunched Ella Boo takes a bolder, more directional approach to special event dressing. Its SS26 offering is vibrant and feminine, featuring energetic
SAMANTHA JANE
With three decades’ buying experience and a sharp eye for occasionwear, Samantha Jane launches her debut label with a vision to redefine dressing for modern mothers of the bride and groom. Offering contemporary silhouettes, standout fabrics and exceptional fit at commercial price points, the collection fills a longoverlooked gap in the market for stylish, confidence-boosting outfits that feel anything but dated. Each garment’s
colour stories, flattering cuts and versatile dayto-evening pieces - all for accessible price points. Completing the trio, Irish womenswear label I.nco delivers a contemporary casualwear offer with clean lines, layered textures and subtle statement details sitting within a palette of ecru, ash blue, graphite and soft brights. Showing at Tate Fashions’ showrooms in Leeds, Bristol and Glasgow by appointment only; wholesale prices range from £17 per piece for I.nco up to £199 for Lizabella while the minimum order requirement for stockists is £1,000.
cut is generous and flattering, with pieces designed for real women who want to look and feel their best on a special day. The brand is represented by Justine Trend-Evans of Trend Collections, who first worked with Samantha 30 years ago at Great Universal Stores catalogue. Now reunited, the pair bring a wealth of industry insight to this exciting new launch.
CONTACT: E: sales@samanthajaneboutique.co.uk
SAINT JAMES
With over a century of maritime heritage, Saint James offers a contemporary take on coastal classics. For SS26, the iconic French brand presents a fresh, easy-towear collection designed for modern living. This season’s offer reimagines the brand’s signature Breton stripe in sun-faded tones, soft navy blues, sandy neutrals and splashes of coral and ocean green. The result is relaxed, breathable and timeless - from updated sailor jackets and breezy dresses to wide-leg trousers and lightweight organic cotton knits.
Next summer’s range is themed around three moods: calm and minimalism, earthy tonal blends, and playful pieces inspired by movement and leisure. Hero styles include a structured boiled wool gilet with a cropped silhouette, a clean-cut Japanese-style cream gilet, and a long striped cotton dress that captures effortless summer chic. Showing at Double H Agency, Islington, London until 9 August; wholesale prices are around £50 per piece on average while the minimum order requirement is £1,500.
CONTACT: Tel: 07539 228 041
E: marc@doublehagency.com
Wear the trousers
FROM PERFECT-FIT CAPRI PANTS TO THE LAUNCH OF ITS FIRST JUMPSUITS, REFRESH YOUR RAILS WITH THE LATEST COLLECTION FROM TROUSERS SPECIALIST PINNS
Br itish brand Pinns has built a strong following thanks to its unwavering focus on quality, style and fit. As the UK’s only dedicated specialist in women’s trousers, the brand's collection of wearable and reliable wardrobe staples appeals to boutique shoppers of all ages.
For SS26, the label continues to evolve its understated aesthetic with a clean and considered edit for high summer. Anchored in soft neutrals, washed indigos and mood-boosting brights, the new collection introduces fluid jumpsuits for the first time. These are constructed with the same wearability, ease and structure as its bestselling trousers, capris, culottes, crops, jackets, shorts, leggings and denim.
T his expanded offer still centres on the brand’s guiding principle: fashion should be simple, subtle and stylish. Silhouettes are relaxed but flattering, with just enough detail to elevate everyday wear. Signature trouser styles return with subtle updates, while easy-wear separates bring versatility to any summer wardrobe.
Among its signature pieces is the 638C culotte - a soft stretch twill style with patch front pockets and a trio of elegant buttons. There’s also the 408C cropped trouser featuring a diamond eyelet hem and tummy control panel and the 581CT, which reimagines a classic denim shape with patterned hem detailing.
As ever, many of these styles form part of the brand’s NOOS (Never Out of Stock) programme, ensuring retailers can depend on consistent year-round availability of its most popular lines. This level of continuity, paired with flexible ordering and a focus on outstanding customer service, has earned Pinns a loyal trade following. There’s no minimum order requirement while the brand supports indie stockists with a responsive service and collaborative, solutions-led approach.
Orders for the SS26 collection are now open for February 2026 delivery; showing at Moda x Pure at Autumn Fair (stand 8C30–D31); wholesale prices are around £15 per piece on average.
CONTACT: Tel: 0121 448 9909
Fashion Extras
GEMMA WARD PICKS
OUT THIS MONTH’S MOST COVETABLE BAGS, JEWELLERY AND HOMEWARES
SENT WITH LOVE
Created by a husband-and-wife team in Derbyshire, Letterbox Love offers thoughtful and affordable gifting options in poetic packaging – such as this Brave stainless steel butterfly bracelet. £POA; faire.com/direct/letterboxlove
SOLELY YOURS
New premium Italian footwear label Amonella Marre crafts special occasion heels adorned with luxe details - from sparkling crystals to jewel-toned satin braids. £POA; E: amonellamarre@gmail.com amonellamarre.com
TIMELESS DESIGN
Handcrafted by skilled artisans using premium Argentine leather, Pampeano’s Belleza Small Handbag features an adjustable, removable strap and its signature handstitched pampa diamond motif. £POA; Tel: 01865 773 709 E: trade@pampeano.com
CALM & COLLECTED
Blending clean lines with urban functionality, Kapten & Son has reimagined its signature recycled PET Bergen Pro Backpack and Skara handbags in tranquil blue and matcha colourways. £POA; E: retail.international@kapten-son.com
PEACE ON EARTH
Perfect for Christmas gifting, Arran’s luxury Jasmine, Cedar and Cassis Hand Wash features a light festive fragrance that will bring some yuletide serenity to the busiest season of the year. £POA; arran.com/pages/arran-wholesale
PERFECT MATCH
Reimagining modern classics, Peter Kaiser makes a stand again fast fashion with its timeless footwear and coordinating accessories that boast the finest materials and exceptional craftsmanship. £POA; Tel: 07734 247 669 brand.peter-kaiser.com
FOR ALL ETERNITY
Samantha Siu New York’s premium Eternity Bracelet is made to celebrate everlasting love. Each round link features a revolutionary push clasp, offering a seamlessly adjustable fit for every wrist. £POA; E: info@samanthasiu.com
LIKE A CHARM
Thanks to the Labubu doll craze, bag charms are having a moment. Warmies’ scented versions are easier to find (and cuter), with 11 different characters to collect. £POA; Tel: 01933 679 777 E: sales@warmies.co.uk
ABOUT TIME
Cruelty-free watch brand Votch designs sustainable timepieces with interchangeable straps, modern dials and vegan materials, presented in eco-friendly gift boxes. £POA; E: info@votch.co.uk votch.co.uk/pages/wholesale-anddistribution
MOMENTS OF CHANGE
Inspired by life’s shifting rhythms, Pilgrim’s AW25 collection fuses bold statement pieces with sleek minimalism, organic sculptural silhouettes and deep autumnal hues. £POA; Tel: +45 633 3333 E: b2b@pilgrim.dk
SEEING STARS
Bring some celestial magic to your jewellery edit with this 14ct gold vermeil and gemstone Cosmos Starry Night ring by British brand Fool’s Gold Jewellery. £POA; E: hello@foolsgoldjewellery.co.uk
LOVE LANGUAGE
The Mama Letter Pendant necklace by family-run accessories brand Mila Rose London makes a thoughtful gift - with a percentage of each sale donated to FareShare UK to help support vulnerable children and their families. £15; E: wholesale@ milaroselondon.com
LIGHT THE WAY
Presented in hand-blown recycled glass vessels, the debut home fragrance collection by lifestyle brand Nkuku features candles and diffusers in five elegant scents like Juniper and Fir. £POA; trade. nkuku.com/pages/b2b-registration
IN NEUTRAL
Danish label Munthe’s suede sneakers featuring its signature embossed logo are a new departure for the brand – offering a stylish yet comfortable footwear option for AW25. £POA; E: hlm@munthe.com
BIG FINISH
Made from the highest quality materials and stitched together by passionate artisans, Patt London’s butter soft Italian calfskin accessories are the perfect companion for beautifully made womenswear. £POA; E: dody@blackpr.co.uk
PICK OF THE CROP
Easy to wear with a sporty aesthetic, Schiesser’s Revival Paula Bustier combines organic cotton, a touch of spandex and well considered cuts to ensure lasting all-day comfort. £POA; Tel: 07887 730 754 E: angela.blundell@concrete-concept.org
AUTUMN GLOW
Designed to evoke the comforting scents of the season, Little Village Candle’s new Autumn Collection features hand-poured mood-lifters in nostalgic blends like Pumpkin Patch and Hot Apple Pie. £POA; faire.com
Conscious Decision
LILY
AND
ME
GROWS ITS SUSTAINABLE STORY FOR SS26 WITH EASY-GOING FASHION THAT BRINGS EVERYDAY JOY
British womenswear brand Lily & Me creates sustainable and ethically made collections that blend wearable shapes with vibrant, exclusive prints. For SS26, its five-part Rewilding collection is its most conscious line-up yet. Designed to work hard for retailers throughout the entire season, buyers can expect carefully considered colour stories and styling options that carry through from early spring to autumn.
The Gloucestershire-based label has been steadily increasing its use of low-impact ecofriendly fabrics for the past few seasons. All the garments in its collection are designed at its Cotswolds studio and made in the brand’s own factory in Nepal - giving it full control across the supply chain.
New fabric developments for SS26 include a soft linen-denim blend and a breathable BCI cotton-linen knit, which sit alongside returning favourites such as organic cotton and EcoVero viscose. The collection’s colour palette flows gently from drop to drop - moving from spring pastels to richer high-summer tones. As ever, prints are strong throughout with floral festoons, ditsy botanicals and bold motifs appearing across breezy jersey dresses and easywear separates.
Standout pieces include the Iris Midi Dress, made from a sand-washed linen-viscose blend that drapes without creasing. Featuring a square neckline, delicate sleeve trim and shirred back panel, it transitions seamlessly from day to evening for easy summertime dressing.
The Flora Blouse, meanwhile, offers a more delicate take on trans-seasonal style. Cut from 100 per cent embroidered cotton, it features pintuck detailing and a scalloped collar that’s ideal worn solo or under textured knits.
Outerwear also remains a key growth category. This season the brand is expanding its bestselling woven jackets, introducing stretch denim and twill alongside holiday-ready linen options. Two new seasonal colourways - silver sage and neutral mocha - also support highsummer retail windows.
Designed with a slower pace in mind, each piece within Lily & Me's SS26 collection is designed to be worn, reworn and treasuredseason after season.
Wholesale prices range from £5 to £35 per piece, with a minimum order of £2,000.
SPRING/SUMMER 2026
SCAN TO VIEW THE COLLECTION
To view the collection, contact your local agent or get in touch with us at the Lily & Me Head Office.
AUTUMN STATEMENT
FROM BESTSELLING OUTERWEAR TO MATCHING OPTIONS FOR BABY, BRITISH BRAND CHALK
RETURNS FOR AW25 WITH A COSY LINE-UP OF FASHION AND HOMEWARES
Be st known for its muted colour palette, carefully chosen fabrics and versatile designs, familyrun lifestyle brand Chalk creates timeless, high-quality fashion and homewares with independents in mind. The brand doesn’t sell directly to consumers and operates an easy-to-use wholesale site, allowing stockists to top up lines as needed. For AW25, it has been showcasing its collection at trade shows across the UK. New additions include an
expanded outerwear range, with highlights such as the Felicity, Claire and Gabby gilets alongside the soft sherpa Kate coat. Other key pieces include the oversized Martine jumper in a soft wool blend and the Evie satin straight-leg trousers. Also new this season is a baby collection, with matching options for mother and child. Expect both everyday staples and occasion-ready pieces, all crafted with the same attention to detail as its womenswear but in newborn sizes up to 24 months.
Minimum order is £400 for new stockists, with free delivery on orders over £600. There’s no minimum spend on top-up orders, but stockists must place an order at least every six months to retain postcode exclusivity.
WOW!
This SS26 Season is proving to be a huge success! We are experiencing such positive feedback and enthusiastic orders - thank you for all of you who have already been to see us. We look forward to seeing all our other lovely customers over the coming month or so.
Our showrooms are based 5 miles from the City centre of Manchester on the East Lancashire Road, within easy reach of surrounding motorways or a short taxi ride from Piccadilly Station. We have ample free parking directly outside.
We have a varied selection of international brands to suit all ages and budgets. If you would like to come along and view any of our collections or for more details, please do get in touch. (Evening and weekend appointments available.)
Warmest wishes from Amanda and the Team
A fair to remember
MODA X PURE AT AUTUMN FAIR PROMISES FOUR DAYS OF PRODUCT DISCOVERY, EXPERT-LED CONTENT AND RETAIL INSPIRATION FOR INDEPENDENT FASHION BUYERS
In today’s fast-paced world of retail, independents are thriving by staying agile and connected.
For those looking to build momentum ahead of AW25, Moda x Pure at Autumn Fair is the place to find fresh inspiration.
Taking place from 7–10 September at the NEC Birmingham, this four-day event is a dynamic hub of creativity, community and commerce. With a curated fashion edit at its heart, it’s the go-to destination for sourcing new brands, fresh ideas and tools to drive success.
T his season’s Moda x Pure champions modern, responsible design, spotlighting contemporary womenswear, footwear, jewellery and accessories with a focus on slow fashion and inclusive styling. Whether replenishing key lines or planning for peak trading, the show offers purposeled, trend-driven collections that align with evolving consumer values.
Buyers return to Autumn Fair season after season to discover thousands of new products under one roof, reconnect with top suppliers and tap into industryleading insight. The Retail Corner, styled
as a traditional indie shop front, hosts daily seminars on retail trends, visual merchandising and interviews with leading industry figures.
S eminar highlights include social commerce with TikTok Shop’s Shahriyar Hassan and modernising heritage retail with Trotters' CEO Bruce Langlands. Not On The High Street’s Davesh Thakkar will also discuss the platform’s support for small creative brands while buyers will be able to explore emerging trends with TrendHub.
C ontent continues in the Buyers Retreat - a premium lounge offering space to recharge, network and learn. Tailored workshops, private meeting areas and expert talks offer actionable takeaways - from scaling online with eBay to strengthening sustainability strategies that resonate with today’s conscious shoppers.
Finally, the Retail Makeover Mission will spotlight indie retail success stories. This year’s mentor, Deryane Tadd of The Dressing Room, says: “Seeing independents rethink layout, product mix and marketing - and actually grow in a tough market - is exactly what Autumn Fair is all about.”
BRAND HIGHLIGHTS
Our pick of stands to explore at Moda x Pure
BAILY BAG (STAND: 7E65)
Sustainable, elegant handbags with a premium finish.
NUDIE JEWELLERY (8F52)
Feel-good, do-good accessories made from recycled gold-plated brass.
MANHATTAN PORTAGE (6C53)
Durable bags blending NYC street style with functional design.
HELL BUNNY (8D65)
Bold, vintage-inspired clothing that makes a statement.
KILLSTAR (8B44)
Alternative fashion with cult appeal.
NOMADS (2G54)
Artisan-crafted, fair-trade fashion.
POWDER (8E54-F55)
Vibrant accessories designed to delight.
LISA ANGEL (7C38)
Giftable jewellery and affordable lifestyle lines with meaning.
SEA GEMS (8F31)
Distinctive jewellery and gifts inspired by Cornwall.
TILLEY & GRACE (7A40)
Stylish accessories that blend luxury with everyday wearability.
BETTY BASICS/ ONE SUMMER (8E47)
Effortlessly chic resortwear and casual staples.
Buying time
BRANDS AND STANDS TO SEE AT SEPTEMBER’S AUTUMN FAIR
ALICE COLLINS
STAND: 2G21
Family-founded label Alice Collins is expanding its vibrant womenswear offering for SS26. The Yorkshirebased brand, best known for its strong colour stories, quality fabrics and great value, offers a comprehensive lineup encompassing dresses, knitwear, stretch jeans, tops, skirts, gilets and jackets in UK sizes 8–20. Inspired by sunshine-filled escapes, its SS26 collection features a palette of sunny hues such as Sky Blue, Butter, Fiesta, Candyfloss and Spearmint, alongside versatile neutrals and nautical classics. Standout pieces include the Millie Jacket, easy-care striped seersucker shirts, soft modal dresses and the brand’s best-selling crops. All are available on forward order, with selected AW25 styles also in stock for immediate delivery. Average wholesale prices start from £5 for accessories and knitwear from £19.95 while the minimum order requirement is £1,000. CONTACT: Tel: 01924 489242
E: louise@alicecollins.com www.alicecollins.com
ZSISKA
STAND: 7C60
Renowned for bold colour, glass-like resin and meticulous craftsmanship, Zsiska is unveiling a striking jewellery collection for AW25 inspired by art, nature, culture and geometry. The entire collection is handcrafted in Thailand under Dutch design direction, with each piece individually poured, painted and polished for a unique finish. This season’s highlights include transparent layering, pearlescent effects and metallic leaf embedded in resin for depth and luminosity. Hero lines include Bliss, a playful, customisable range, and Prue by Zsiska, a refined collaboration with Dame Prue Leith. Designed for confident, style-savvy women, the collection offers commercial wowfactor at affordable price points. CONTACT: Tel: 01744 82888
Leeds-based fashion distributor Carol C Collections will present two collections at next month’s Autumn Fair. First, Betty Basics offers a collection of bright and versatile elevated basics with fun prints shoppers can count on all season. For SS26, its line-up is inspired by sun-drenched coastlines, salty breezes and long, carefree days. This season it embraces the art of everyday escapism, where bold prints and vibrant colourways meet breathable fabrics designed to move with the wearer. Meanwhile, also presenting its SS26 collection at the show, One Summer offers a beautiful selection of cotton and rayon dresses, tunics and tops at commercial price points. Expect a striking capsule collection of fresh and elegant styles that will stand out in store. Available in UK sizes 8-20; also showing at Carol C Collections’ Leeds showroom and via regional agents.
HELP SHOPPERS STAY DRY AND STYLISH THIS AW25 WITH THESE WET-WEATHER ESSENTIALS
Ra in-friendly fashion is always a smart buy for UK retailers come autumn, when wet weather is all but guaranteed. From stylish waterproof coats to rainresistant boots – plus a few dog-walking essentials – here’s our pick of new-season pieces for chic shoppers ready to embrace the inevitable downpours…
DOG SHAMPOO BAR , THE LITTLE SOAP COMPANY, £POA
PADDED COAT, FRANSDEN, £POA
WATERPROOF BAG , RAINS, £POA
BAMBURGH JACKET , BARBOUR, £POA
SCARF , LALAGE BEAUMONT, £POA
WATERPROOF TROUSERS , RAINS, £POA
WATERPROOF CHELSEA BOOT S, SOREL, £POA
BUCKET HAT, RAINS, £POA
CHECKED COAT , MUNTHE, £POA
AFTER THE RAIN SCENT , ARRAN, £POA
MEADOW CANDLE , CHALK, £POA
MITTENS , SAMSØE SAMSØE, £POA
LEATHER DOG LEAD , HOLLAND AND COOPER, £POA
WATERPROOF BOOTS , CELTIC AND CO, £POA
WATERPROOF RUCKSACK , DELTA ROAM, £POA
UMBRELLA , ORIGINAL DUCKHEAD, £POA
SOCKS , DAMSON MADDER, £POA
WAXED COTTON
, CELTIC AND CO, £POA
ARRAN arran.com/pages/arran-wholesale, BARBOUR E: sales@barbour.com, CELTIC AND CO E: trade@celticandco.com, CHALK UK chalkuk.com/wholesale, DAMSON MADDER E: lois@damsonmadder.com, DELTA ROAM E: matt@deltaroam.com, HOLLAND COOPER hollandandcooper.com/pages/wholesale-contact, LALAGE BEAUMONT E: catkin@lalagebeaumont.com, MUNTHE E: hlm@munthe.com, ORIGINAL DUCKHEAD originalduckhead.com/pages/wholesale, RAINS E: jc@rains.com uk.rains.com, SAMSØE SAMSØE E: vitus@samsoe.com, SOREL E: sales_info@columbia.com, THE LITTLE SOAP COMPANY littlesoapcompany.co.uk/wholesale-welcome
COAT
Down to business
TECHNICALLY SPEAKING
Wi th new technology rapidly reshaping how fashion indies do business, AI is fast becoming the next frontier in buying and merchandising. Over the coming pages, we explore how it could help you further finesse your new season strategy. Meanwhile, Artichoke’s Sarah Simonds reveals why sourcing new brands in Germany might be simpler - and more cost effective - than you might think…
Buying intelligence
FROM FLAGGING UP WEAK PERFORMERS TO FORECASTING FUTURE BESTSELLERS, AI IS HELPING FASHION INDIES FINE-TUNE THEIR SEASONAL EDITS. HERE’S HOW IT CAN ASSIST THE BUYING AND MERCHANDISING ROLEAND WHY YOU SHOULDN’T BE FRIGHTENED TO USE IT.
WRITTEN BY KIM WEBSTER
Im agine being able to predict next season’s bestsellers in seconds or spot slow-moving brands weeks before they eat into your margins. That’s the kind of insight artificial intelligence (AI) can offer – and it’s no longer reserved for retail giants.
A I is evolving fast, with tools becoming more accessible and affordable across all industries. By 2040, it’s forecast to be in use at more than 1.3 million UK businesses, almost 35 per cent of the country’s firms.
For independent fashion retailers, the real opportunity lies in how it can simplify everyday decision-makingparticularly when it comes to buying and merchandising.
Crunching the numbers
The multiples have dedicated merchandisers who are tasked with keeping the right stock in the right place at the right time. But in independent stores, where the owner wears many hats, this function often overlaps with buying - with one person responsible for everything from product selection to analysing sales reports.
Whatever your job title, the aim remains the same: plan stock levels, respond to demand, place orders and avoid costly markdowns. And this is exactly where AI tools can step in.
According to a recent retail survey, more than 80 per cent of merchandisers believe AI could make their job more effective. These tools excel at rapid data analysisidentifying top-sellers, forecasting trends and flagging underperformers well before they become a problem. For small retailers, that can mean fewer stock errors, better margins and smarter buying decisions.
Co-pilot, not replacement
Will AI replace buyers and merchandisers altogether?
Unlikely. For independents, it’s far more useful as a copilot – an extra layer of insight that still requires a human in the driving seat.
B outique owners know their customers better than any algorithm ever could. What AI can do is offer more clarity, taking the guesswork out of sales patterns and helping identify what needs to be reordered, remerchandised or phased out. From forecasting busy periods to cutting down on overordering, it can help improve decision-making across the board. But only you can decide whether that bestselling dress in blue will work just as well in green - or if your customer prefers something totally different. It won’t negotiate with suppliers, notice a fit issue or know that your store doesn’t have space for an extra rail. What it can do is spot patterns, reduce guesswork and help you feel more confident in your decisions.
Sustainability and ethics
As with any emerging technology, AI does have its drawbacks. Two of the most pressing concerns right now are sustainability and ethics.
Running AI tools - particularly large, cloud-based models - uses significantly more energy than a
HOW TO USE AI IN MERCHANDISING
Want to experiment with AI but not sure where to start?
Here’s how to begin using free tools like ChatGPT to support your buying and merchandising role:
1. Upload your data
Export your sales history or stock data from Excel or Google Sheets. CSV or XLSX files work best.
2. Use clear prompts
“Analyse this data and highlight bestsellers by category.”
“Which products had the slowest sell-through rates?”
“Suggest stock levels for next season based on current performance.”
standard Google search. For retailers looking to reduce their environmental footprint, this raises questions around carbon usage. Ideally, wider adoption will go hand in hand with improvements in energy efficiency and the use of renewables.
T here’s also a growing need for more transparency in how AI handles data. Until these ethical questions are fully addressed, small retailers should treat AI outputs as suggestions, not final answers, and always apply their own judgement.
Big impact, small budget
O ne of the biggest misconceptions about AI is that it’s only accessible to major retailers with big budgets. But many tools are now available for little or no cost - and they can be hugely helpful for small teams.
Popular platforms like ChatGPT, Microsoft 365 CoPilot and Gemini in Google Sheets can all assist with everyday merchandising tasks, from sales forecasting and stock analysis to drafting emails or writing product copy.
Most require no complex set-up and will work with the platforms you already use. If you’re familiar with Excel, Word or Google Sheets, you may already have access to them.
For independent fashion retailers, AI doesn’t have to be intimidating or expensive. Start small. Use it where it saves you time or helps you see things more clearly. Even the free tools can make a meaningful difference - not just in improving day-to-day operations, but in boosting profitability over time.
A I isn’t going to take over your job, but it could just become the best assistant you’ve never had.
Kim Webster is a final-year fashion buying and merchandising student at De Montfort University and this article contains excerpts from her dissertation.
3. Ask follow-up questions
Refine results by inputting additional instructions, such as: “break this down by month” or “group by brand.”
4. Sense-check the results
AI is a tool, not a final answer - and it sometimes gets it wrong. Use your judgement, knowledge and experience to validate the insights.
5. Start small
Test it out with one product category or one season’s data before going all in.
You don’t need to be tech-savvy to benefit from AI - experiment and see whether it’s right for you.
“The British look is ironically best served by European brands”
SARAH SIMONDS , FOUNDER OF NORFOLK INDIE ARTICHOKE , SHARES WHY HER ANNUAL TRIP TO DÜSSELDORF REMAINS
A CRUCIAL PART OF HER BUYING CALENDAR
I’ve been buying in Düsseldorf for over a decade now - and as the sole buyer at Artichoke, I can confidently say it’s worth every penny.
The Düsseldorf Fashion Days event is incredibly easy to navigate. Although each brand has its own showroom, most are located within a few buildings on the same street. It’s far more efficient than trekking around the UK to visit individual showrooms - so logistically, it just makes sense.
I usually spend two full days with brands we already stock, then head to the weekend fair. I’ll often discover something new while I’m there, too. I’m always on the lookout - not to replace existing labels, but to expand our offer. We invest a lot of time in promoting every brand we take on, so once they’re a fit, it doesn’t make sense to drop them after just a few seasons.
T his time, I found two new names and one old favourite that's undergone a fresh revamp. We’ll likely take on two for SS26 and save the third for our winter edit.
A worthwhile investment
One of the biggest advantages of buying in Europe is access to brands with little or no UK presence. That means we can offer our customers a point of difference at a price that doesn’t break the bank.
T here was a time when I could find these sorts of brands at UK shows. When Pure London was stronger, I’d pick up great collections there. Sadly, that’s no longer the case. I popped into Scoop this season before flying out, mainly because one of our summer labels exhibits there. I spotted a couple of collections I’ve had my eye on for a while , but the overall show doesn’t quite align with what we do.
Our core aesthetic is classic with a contemporary twist –heavily influenced by countrywear. The ‘jeans and a jacket’ combo is quintessentially British, yet ironically, it’s best served by European brands. That said, I also have a friend who stocks bold, directional pieces (the polar opposite of our style) and even she finds Europe easier to buy from.
Unfortunately, the strong offer I uncovered in Düsseldorf means those Scoop brands have been put on the back burner for now.
Playing the long game
I didn’t place any orders during the trip, as I was still planning to visit Harrogate Fashion Week. I like to get a full picture of what’s available before making any commitments - it helps ensure I’m securing the best possible value for our customers. Plus, we still had nearly a month of trading to go before hitting sale, so I wanted to wait for the mid-August numbers.
What surprises me most is that I rarely bump into any other UK independents in Düsseldorf - just one, usually. There are more Irish buyers, however, who likely attend for the same reasons: convenience, access and a touch of exclusivity. Having attended for so many years, it’s also become a great place to reconnect with old acquaintances and talk through the challenges of independent retail - conversations that feel all the more valuable in such an isolating industry.
More than buying
I usually make time for a bit of inspiration while I’m there. A day spent window shopping on the Königsallee - Düsseldorf’s answer to Bond Street - never fails to spark ideas. In the evenings, I tend to carry on working. The trip gives me valuable space away from the shop and a rare chance to reflect on where we are and where we want to go next.
I stay within walking distance of the buying district, which makes things simple. There are some great little restaurants nearby and a vibrant nightlife if you’re travelling with colleagues (I usually go solo, then go on to visit friends in Frankfurt). Before hopping on the train, I like to walk along the Rhine or squeeze in a gallery visit. There’s also a river cruise I’ve been meaning to try for years.
T he cost of the trip is about the same as spending three nights in London or Manchester - and for me, it delivers far more. That’s why I keep going back. Prato or Madrid might be next on my hit list, I just need to find the time and courage to go.
Shop talk
POWER OF THREE
Afamily business spanning three generations, indie group Sue Parkinson has been a cornerstone of Cotswolds retail since 1973. Now largely run by the eponymous owner’s son and daughter, the retailer continues to thrive with two Cirencester-based stores covering fashion, lifestyle and interiors. This month, director Sally Parkinson reflects on its 50-year journey - and why good taste still runs in the family…
L:R SALLY, BOB AND SUE PARKINSON
Family VALUES
SUE PARKINSON HAS BEEN A COTSWOLDS INSTITUTION FOR OVER HALF A CENTURY. HERE, DIRECTOR SALLY PARKINSON TALKS BRAND MIX, CHANGING SHOPPING HABITS - AND WHY SHE WAS ALMOST BANNED FROM JOINING THE BUSINESS
By the time Sally Parkinson officially started working at her mother’s shop, she’d already spent most of her life on the shop floor : “We were always in here as kids,” she says. “Mum worked weekends and school holidays, always running around like a mad thing. Retail is seven days a week.”
T hat early exposure didn’t just shape her outlook – it set the wheels in motion for a lifelong career. Today, as director and head fashion buyer at Sue Parkinson, Sally is part of the third generation to lead the 50-year-old Cirencester-based indie group, which has grown from a single village shop in Broadway into a much-loved dual destination for fashion and homewares.
Yet despite her background, Sally's entry into the business wasn’t exactly straightforward. After dropping out of university, the then 18-year-old took a job at a ski resort. Her mother Suewho was almost running the shop singlehandedly - was reportedly horrified, initially forbidding her from joining the business. “She changed her mind eventually and decided to give me a six-month trial,” smiles Sally. “Thirty-one years later, I’m still here!”
Her younger brother, Bob Parkinson, took a little longer to come on board, having forged himself a career as a chef. “He joined eight years ago, and it was one of the best decisions ever,” says Sally. “Bob is very creative and the three of us work so well together. We never, ever fall out and never have."
“We’re all in it together –and we do a bit of everything.”
Dressing up
R etail, as Sally puts it, “is a way of life” and she has experienced every aspect of it. Starting on the shop floor at 19, she later moved into buying and quickly found she had a natural flair for merchandising. Today she’s a pivotal figure behind the scenes, shaping Sue Parkinson’s distinctive aesthetic while keeping a close eye on its loyal clientele. “There’s nothing like dressing people,” she says. “I love being in the shop with customers and it’s lovely seeing them come in wearing what they’ve previously bought from us. I also just love being surrounded by all these beautiful things.”
Founded in 1973 when Sally’s grandmother handed over the reins to her daughter-in-law, the business has evolved from a traditional high street boutique in Broadway to a two-store operation in Cirencester. It has weathered numerous economic storms, changing consumer behaviours and declining footfall. Yet through it all, the Parkinsons have adapted and remained a muchloved local fixture. “The way people shop has completely changed over the years,” says Sally. “It used to be about building an entire seasonal wardrobe in one visit. Now it’s much more a culture of snacking –
dropping in more often and buying in smaller bursts.”
That change in pace, which Sally believes has been fuelled by fast fashion and social media, hasn’t diluted the shop’s core values. If anything, it’s forced them to double down on what makes them different. “Our customers don’t necessarily shop fast fashion, but they’re used to that cycle of constant newness,” she explains. “We’ve evolved our buying to reflect that, dripfeeding new stock with multiple drops throughout the year.”
T he fashion selection at Sue Parkinson leans toward the
unexpected. “Eclectic” is the word Sally uses often to describe its offer. The rails might feature Victorianainspired tailoring from Italian label High - “a cult favourite with stunning cuts” - next to elevated basics from American Vintage, dreamy summer dresses by Sara Roka or cashmere knitwear from Jumper 1234. Bags from Tissa Fontaneda, known for their tactile bubble leather, sit alongside modern jewellery and whimsical ceramics. “We work hard to source things you can’t buy elsewhere,” says Sally. “And you won’t find this brand mix anywhere else.”
Second home
B ut it’s not just fashion driving the business. In December 2023, the team opened a second, 2,500 sq ft store focused on homeware s on an industrial estate just outside Cirencester’s town centre. More than four times the size of the fashion and lifestyle shop, the new location also houses the warehouse, dispatch team and offices - consolidating its growing online operations and allowing space for large stock. “We needed a footprint that could house everything from sofas and ceramics to our packing team,” says Sally. “It’s a great space that we just couldn’t have matched on the high street.”
Aside from its size, there are other benefits to going out of town: “There’s free parking, so it’s convenient for people who want to click and collect from either store without having to make a special trip to the centre,” she adds.
I nside, shoppers can pick up a wide range of products and brands, with bestsellers including fragrances from Escentric Molecules – “an absolute pillar of our offering all year round” – alongside Bordallo Pinheiro ceramics. The store also stocks a broad mix of homewares by The Home Collection, quirky animal planters from Quail, luxurious soft furnishings by Ian Mankin, artwork from Vanilla Fly and Ortigia’s cult range of home fragrance.
“We wanted to translate Sue Parkinson's diverse mix of products and brands into homewares,” says Sally. “It’s basically the same eclectic feel our customers love for their wardrobes, now available for their homes.”
The decision to open a dedicated homewares shop wasn’t out of the blue – it’s always been part of a longterm plan: “We’d sold homewares in Broadway for years before closing the shop down during the pandemic,” explains Sally. “It was a traditional Cotswolds cottage on the high street – so no good for social distancing.
We didn’t want to lose homewares altogether, so we continued stocking those brands online. But furniture is such a considered purchase - people want to see and touch before they buy.”
Indeed, it’s the human element that continues to define Sue Parkinson, both on and offline. While the pandemic prompted a major digital push (only half the range was online pre-2020; now it’s available in its entirety), the team’s commitment to customer care remains unchanged. “We have a national and global audience shopping with us digitally,” says Sally. “And we really try to carry that personal service through to e-commerce.”
T hat means going above and beyond: “We offer advice over the phone or Zoom, and we’ll even try things on for customers. Some might want to see what certain pieces look like on a similar-sized body before they order - so it’s still a very personal service.”
Keeping it in the family
T hat commitment to building long-term relationships extends to the team too. Staff turnover is remarkably low, with many employees staying with the business for many years. “We’re really tight knit,” says Sally. “People join and they stay. That sense of family runs through everything.”
The management trio divide responsibilities: Sally leads on fashion, Bob on interiors, while Sue handles administration. Some roles are shared, such as merchandising. “We’re all in it together and we all do a bit of everything,” she adds.
“There’s an unsaid understanding - and because we’re family, we can be agile, make decisions quickly and adapt.”
That agility has proved vital in recent years. Footfall is down nationally, and customer expectations are higher, making the retail landscape more competitive than ever. “It’s undeniably tough,” Sally admits. “There’s more noise online, customers are savvy and shop around. But that’s why service is so important – it’s what sets us apart.”
It’s not just about keeping up appearances, though that matters too. “I’m a perfectionist,” she says. “Both shops have to look beautiful at all times. That’s a lot to manage: getting stock levels right, making sure the staff are happy, and keeping everything fresh.”
Despite the pressures, business remains buoyant, thanks in part to a three-pronged model that balances fluctuations. “Fashion, home and online each support each other,” Sally explains. “If it’s raining in town and footfall is low, online picks up. The diversity protects us.”
Personal touch
Customer loyalty plays a big part in the brand’s resilience. “We know our customers,” she says. “We’ll name them during buying appointments and order pieces with them in mind. Staff remember what people bought last season and suggest how to style it with new arrivals. That’s the joy of being indie – you can be very close to your customer.”
T hat relationship-building extends into marketing, with three tailored emails sent out each week and a loyalty programme rewarding returning customers both online and in-store. “We see direct impact from our emails,” says Sally. “The aim is for them to never feel like spam – we might share key trends, outfit ideas for
upcoming events, or highlight pieces loved by the team. It’s not about selling – we’re building a community.”
Though Cirencester attracts its fair share of tourists, the brand’s core base is local and loyal. “We have customers aged 18 to 80,” she says. “What unites them is the desire for a personal service. They’ll ask for team members by name. It’s that connection that brings them back.”
Looking ahead, the Parkinsons are pragmatic yet hopeful. There are plans for more in-store events – Christmas shopping nights, brand popups, trend talks – all designed to remind people of what’s available on their doorstep. “People want to support local businesses,” says Sally. “Plus, they want real experiences.”
A nd while the family tradition looks set to continue, there’s no pressure on the next generation to sign up just yet. “Bob and I both have children. It would be fantastic if they wanted to carry on the institution our grandmother created – but they’re teenagers, so we’ll wait and see.”
In 2023, Sue Parkinson celebrated its fiftieth anniversary with a party for staff and customers. It was a milestone few independents reach – let alone in such good shape. For Sally Parkinson, that resilience comes down to people, whether behind the counter or walking through the doors. “Retail has changed, yes. But the heart of it remains the same,” she says. “It’s about finding beautiful things, creating spaces people want to spend time in, and looking after your customers. If you do that well, they’ll keep coming back.”
GOOD AS NEW
CHERRY BLOSSOM ’S BACK TO SCHOOL SHOE CARE RANGE
OFFERS SMART SOLUTIONS FOR BUSY FAMILIES
With the new school term fast approaching, now is the ideal time for independents to stock up on practical, fast-moving essentials. Cherry Blossom’s Back to School collection is perfectly positioned to help fashion retailers stocking children’s footwear increase average transaction value. As Britain’s oldest and most trusted shoe care brand, its range is designed to help parents keep their children’s school shoes looking smart and protected throughout growth spurts and playground adventures. The comprehensive collection includes shoeshining essentials such as Scuff Cover, Patent Leather Restorer, Ready Wax and Shine and Go - all developed with the benefit of over a century of expertise. Created
CONTACT: Tel: 01902
to help parents protect their investment, the products make reviving and maintaining school shoes easy, quick and convenient. With a trusted heritage combined with rising demand for quality shoe care, it’s clear why Cherry Blossom remains a national favourite.
www.ecltrade.co.uk
“A
garment should be beautiful from the inside and out”
GARMENT TECHNOLOGIST AKSHI SHAH JOSHI
REVEALS HOW GODDIVA USES THE LATEST TECH TO CRAFT ITS FLAWLESS-FIT OCCASIONWEAR
With hands-on experience across every stage of fashion production, Akshi Shah Joshi brings a comprehensive level of expertise to her role at City Goddess and Goddiva. A graduate of NIFT New Delhi, her career has spanned design, embroidery, patterncutting and production - culminating in roles for brands like B-side, Story of Lola and ASOS. Since joining City Goddess in 2019, she’s been instrumental in finessing fit, quality and innovation. Here, she reveals what really goes into crafting standout occasionwear as a lead product developer and garment tech…
What excites you the most about creating designs for Goddiva and City Goddess?
It’s the creative freedom and the appetite for risk. In such a competitive space, standing out is both crucial and challenging, but it’s exactly the kind of challenge I thrive on! What really sets us apart is our dedication to ensuring every garment fits beautifully, for every body type. Our design room conversations always revolve around how our pieces make people feel, not just how they look. I’m proud to be part of a team that’s committed to positive emotions behind the clothes.
How do the brand’s garments deliver on both fit and style?
We start by looking at key trends and colour forecasts for the coming seasons, designing signature styles that capture those moods but are also wearable. We know that not every catwalk trend works for every woman, so we style the details to ensure comfort and versatility. Fit
being our highest priority, we work with a wide variety of fabrics and trims including boning, metal trims and stiff netting to achieve the best versions of the desired trends and styles. For us, every centimetre truly matters, making style and fit go hand in hand.
How is a typical piece created from concept to finished product?
I’m lucky to be able bring my own design inspirations and prints into the process and work closely with our design director, Mina Melikova. It’s a very collaborative effort. We begin with lookboards, fabrics and colour selection before sketching and drafting detailed specs. Once the first prototype is ready, it’s tested on our fit model where we analyse the fit, fabric and finalise the shape and the proportions. Then I'm responsible for compiling the tech-pack, listing the fabrics and trims to be ordered as per consumption and I work closely with factories to ensure the finish, construction and quality meet our standards right through to shipment.
What technical details make a real difference when it comes to sales and returns?
T here are a few things we adopt in our designs to increase wearability and fit. We often a dd flexibility at the waist, which directly reduces returns and boosts the wearer’s confidence. While designing open backs, we ensure customers can wear bras by adjusting the depth of the neckline while the armholes are shaped in a way that highlights the best part of the arm. These tiny details help us reduce returns and increase customer satisfaction.
How do you strike the right balance between design vision and commercial viability?
It can be challenging, but my hands-on experience in product development means I know how to simplify workmanship without losing the essence of a design. Our design director’s expertise is invaluabl e and we simplify designs right from the patterns to seam finishes.
How is AI changing the way you work?
It has genuinely transformed the design process. We now use AIdriven tools to analyse customer preferences and market trends, which means we can be more targeted in our designs from the start. We try to get technical drawings generated before making the samples. This not only speeds up the process but helps us cut down on waste and unnecessary costs and resources.
What advice would you give to buyers when they’re assessing garments?
Always look at the inside of the garment first - the construction and finishing will tell you so much about the care and quality that’s gone into it. Check the grading chart to ensure sizes are scaled correctly. Don’t hesitate to ask brands about their fit process. My mantra has always been that a garment should be beautiful inside and out - and that’s something I bring to every collection.
“Retail remains a dynamic sector filled with opportunities”
BIRA CEO ANDREW GOODACRE ON WHY INDIE
RETAILERS
ARE PROOF THE HIGH STREET STILL HAS A FUTURE
In last month’s column, I referenced my meeting with the DBT Select Committee - a cross-party group of MPs. D uring the session, we explored the government’s proposals for a new small business strategy, and there was particular interest in the challenges currently facing retailers. I was also asked the inevitable question: “Do high streets have a future?”
It’s something I’m asked regularly, and my answer remains a resounding yes. I reminded the committee that 66 per cent of all retail sales still take place in physical stores, a figure that has remained steady for several years. In fact, online growth appears to have plateaued. I also emphasised that their constituents value their high streets and won’t hesitate to speak up if they see too many empty units.
My confidence in high streets is echoed by many others, as evidenced by the number of awards recognising businesses and locations that champion their continued value. One of the great privileges of my role is contributing to schemes that celebrate the hard work, vision and determination it takes to drive positive change in the retail sector.
O ne such scheme is the Makeover Mission, sponsored by Autumn Fair and Savethehighstreet.org . Bira has proudly supported this fantastic initiative, which rewards independent retailers keen to elevate their businesses. This government has often spoken about the need to stimulate economic growth. Initiatives like this
show that retail remains a dynamic and opportunityfilled sector. Two winners were selected to receive a £10,000 makeover. I was especially pleased to see OSOboutique among them. Its new owner also won best Newcomer at last year’s Boutique Star Awards , so it’s clearly a business that’s going places.
Another recognition programme I was recently involved in was Visa’s Let’s Celebrate Towns awards, where I had the honour of judging the high street transformation category. This subject is close to my heart: retailers need thriving town centres to attract footfall. The entries came from all corners of the UK, often from smaller towns not typically associated with strong socio-economic profiles. But what they had in common were passionate local leaders with vision and drive. Each took a different approach to reinvigorating their high streets, but shared themes included creativity, technology, heritage, events and experience. Reading through these entries inspired me so much that I’ve arranged visits to three of them to see the results for myself.
O f course, I’m not naïve to the many challenges facing retailers and high streets today. But I continue to see positivity reflected through awards like these, which shine a spotlight on the people and places driving change. So next time an MP asks me about the future of high streets, I’ll simply point them to the winners of these schemes. Their stories say far more than I ever could.
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