Cyber security has been front of mind for many indie owners in recent weeks following a series of high-profile attacks on major retailers. Most notably, a ransomware-related security breach at Marks & Spencer has caused severe disruption to its operations since the Easter weekend.
Though it managed to restore its in-store card payments relatively quickly, the retailer is still grappling with stock shortages, delivery delays, and - most devastatinglythe suspension of its online ordering system and click-and-collect service. With customers still unable to shop online, analysts estimate the business could be losing up to £15 million every week.
So, what happened? Investigations suggest attackers used sophisticated social engineering tactics - such as phishing emails impersonating IT staff - to gain access to M&S’s systems. The retailer is collaborating with cybersecurity firms and the UK's National Cyber Security Centre to address the breach, but a full recovery could take several weeks.
This attack – along with others targeting the Co-op and Harrodshighlights a growing threat: hackers exploiting third-party systems and impersonating trusted personnel to bypass defences and gain access to internal networks.
For any business trading online, this raises urgent questions. As AI-powered attacks become more common, no retailer is immune - and cybercrime in the retail sector is only expected to rise.
For that reason, now is the time for small retailers to reassess their cyber defences. Experts say a basic health check can significantly strengthen protection, such as regular security audits, vulnerability scans, firewall rule reviews, internal system checks, software updates and patch testing.
But technical safeguards alone aren’t enough. The greatest risk is often human error. Employees remain the most common entry point for attackers, so educating staff on phishing awareness and safe internet practices is vital.
In today’s climate, cyber risk is business risk - and safeguarding should be at the top of the agenda for every retailer selling online.
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Gemma Ward, Editor
TAMARIS
G’OZÉ
CARLA RUIZ
Fashion Fix
BSA 2023
New category sponsors announced for Boutique Star Awards 2025
Two prominent independent retail supporters have signed up as category sponsors for the Boutique Star Awards 2025 , reinforcing their ongoing commitment to the sector.
Following a successful partnership last year, the British Independent Retail Association (Bira) returns as a sponsor for 2025 – strengthening its role as an advocate for small businesses. This year, Bira will support the New Independent of the Year category, designed to spotlight fresh retail talent making a mark on the high street.
Harrogate Fashion Week (HFW), one of the UK’s leading womenswear trade shows, also joins as a category sponsor for the first time. It will back the Fashion Agency of the Year award, which recognises outstanding work by the industry’s leading fashion agents.
Organised by Boutique magazine, the awards celebrate excellence across independent fashion and lifestyle retail, recognising innovation, success and community spirit. Now in its fifth year, the competition has become a highlight of the industry calendar, attracting entries from boutiques, brands and suppliers from around the world.
“We’re delighted to welcome Bira back as a category sponsor and thrilled to have Harrogate Fashion Week on board for the first time,” says Julie Neill, managing director at Boutique magazine. “Both organisations share our passion for championing independent retail and understand the challenges and opportunities facing small businesses today.
“Their involvement has genuine alignment with what the Boutique Star Awards are all aboutcelebrating resilience, innovation and the unique contribution indies make to UK retail. These partnerships help us grow the competition year on year, ensuring even more brilliant businesses and individuals get the recognition they deserve.”
Entries are now open to UK-based fashion and lifestyle independents with at least one bricksand-mortar store as well as agents, brands and suppliers. Submissions close on Monday 30 June, with the winners announced at a celebratory event on Thursday 13 November at London’s May Fair Hotel.
For details on sponsorship opportunities, contact E: julie@bpmedialtd.co.uk. Entry forms and criteria are available at boutique-magazine.co.uk/submit-an-entry.
Velvet in Hove doubles in size with new menswear department
Hove-based womenswear independent Velvet is marking its 25th anniversary with a major new chapter – the launch of a dedicated menswear department. The expansion, which has seen the awardwinning 2,800sq ft store double in size with a brand-new basement floor, opened to shoppers at the beginning of May – with a full-scale launch event planned for June.
The ambitious project has been in the pipeline for over five years, says Velvet co-owner Emma Draper, who started the business with mum Iris Draper in 2000. “Having this happen in the same year as our 25th anniversary is a dream come true,” she says. “My vision of creating a mini department store in the heart of Hove is becoming reality.”
The renovation has been a huge
undertaking, involving the removal of almost 100 tonnes of hardcore from underneath Velvet’s ground floor retail space as well as the addition of 3.5 tonnes of steelwork to reinforce the building’s structure. “Beneath our store was a maze of small rooms and corridors, so the progress we’ve made is unbelievable,” Emma adds. “It’s been quite the journey - logistically and emotionally - but seeing it come together has been beyond exciting.”
Velvet’s new menswear edit includes affordable pieces from Bestseller brands including Selected Homme, Jack & Jones and Only & Sons. The expansion has also enabled the store to increase its womenswear collections, with more lines from its most popular labels such as Vila, Vero Moda, Pieces, Only and JDY.
INDX Woman gears up for bumper July edition
INDX Woman is expected to deliver one of its best showcases yet this summer, with 75 per cent of exhibitors already confirmed. Returning to Cranmore Park from 20-22 July, the expanded three-day show is a key fixture on the independent retail calendar for buyers looking for next-season collections, emerging labels and fresh retail inspiration.
The event’s extended format, which includes a Sunday opening, is designed to give buyers more time and flexibility to engage with brands and product ranges. Meanwhile, its exhibitor line-up has been curated with indies in mind across womenswear, accessories and footwear.
“We had an amazing industry response to the January show and thought it would be hard to beat. However, the July edition is looking likely to be a sell-out,” says James Crabtree, head of fashion at organiser AIS. “We’ve worked hard to secure some new powerhouse brands to complement our strong core of key returning exhibitors, and we’re confident visitors will find lots to inspire them and their customers.”
Highlights include high-profile names such as Guess and French Connection. AIS members will be able to access an exclusive introduction to Katag womenswear brands as well as the unveiling of the new season’s collection from the organiser’s own-label, First Avenue.
Danish fashion group Bestseller will return this
EMMA DRAPER
season with collections from key brands Vero Moda, Pieces, JJXX and Only. Meanwhile, BTX Group will showcase international labels Brandtex, Ciso, Jensen, Signature and B.Copenhagen and Godske Group will unveil collections by Robell, Frandsen, Normann, Tia, Habella, Molly Jo, Godske, I’cona, Sunday and Noen.
Other confirmed names include Joules, Joe Browns, b.Young, Fransa, Pulz, Pomodoro, Alice Collins, Pretty Vacant, Lily & Me, Sugar Crisp, My Italy, Caprice and Mousqueton. Register for free entry via indxshows.co.uk
Independent retailers enlist AI tools to cut costs and boost productivity
One in three indie retailers are now using artificial intelligence (AI) tools every day to increase efficiency and reduce costs.
In a survey of 300 small retail businesses commissioned by global wholesale marketplace Faire, 83 per cent said they have adopted AI in some form – with 33 per cent now using it on a daily basis.
The most common uses for AI include marketing support (33 per cent), research (26 per cent) and customer service (23 per cent).
Retailers cited saving time (33 per cent), improving efficiency (30 per cent) and enhancing customer engagement (24 per cent) as key motivators for using AI-powered tools. For those using it regularly, the average cost saving is £79 per day, totalling almost £20,000 annually.
Charlotte Broadbent, UK general manager at Faire, says: “Despite tough economic conditions, many of the
FEYISSA ON UNSPLASH
independent retailers we work with are embracing AI to save time, cut costs and compete with bigger retailers. What’s exciting is that technology - and particularly some of the AI-driven tools we offer - are helping to level the playing field.”
As retailers continue to face pressure from inflation and reduced consumer spending, almost half of indie owners (41 per cent) say rising business costs are their biggest challenge followed by falling footfall (39 per cent) and competition from larger retail chains and e-commerce platforms (31 per cent).
Early spring sunshine boosts retail sales volumes, reveals ONS data
UK retail sales volumes rose for the third consecutive month in March despite growing economic uncertainty, reveals the latest data from the Office for National Statistics (ONS).
Sales volumes increased by 0.4 per cent compared to February, defying expectations of a slowdown. The figures suggest both bricksand-mortar and online retailers are benefitting from a resilient consumer mood – with a little help from the weather.
March was England’s sunniest on record, with 59 per cent more sunshine than average, since
the Met Office began tracking weather conditions in 1910. That unseasonable warmth appears to have sent shoppers out in search of pieces for their new-season wardrobes, with clothing and footwear sales jumping by 3.7 per cent.
Total retail spending – both online and in-store – rose by 0.3 per cent month-on-month, underlining the continued strength of consumer demand.
“Overall, there was a 1.6 per cent rise across the three months to March 2025, compared with the previous three months. That’s the
INDUSTRY SALES FIGURES MARCH 2025 (VS MARCH 2024)
AVERAGE SALES QUANTITY +3.73%
AVERAGE SELLING PRICE
PROFIT
+1.15% -2.96%
MARGIN 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
largest three-monthly rise since July 2021,” says Parcelhero’s David Jinks. “These results are encouraging for retailers. However, some of the measures announced in the Autumn Budget didn’t take effect until 6 April. So, all eyes will be on the next set of retail figures to see if sales can continue to weather the storms.”
SOLEN
Here comes the sun
Crafted in water resistant goldplated stainless steel, Edblad’s oversized Sun Studs will bring a ray of light to summer outfits whatever the weather brings. Wear from poolside to sundowners for easy holiday chic. £POA; Tel: 07778 158 986 oldstrom.com
Holiday hero
Handcrafted in natural raffia straw, By Malene Birger’s logo emblem bucket hat is the perfect companion for sun-drenched days at home and abroad. £POA; E: humi@bymalenebirger.com bymarlenebirger.com
Boutique loves…
Scent from above
BRING SUNSHINE TO YOUR RAILS WITH THESE STANDOUT SUMMER BUYS
In the mix
Goddiva’s new Look Lab collection invites shoppers to experiment with occasionwear. From scuba mini dresses to lace maxi skirts and chiffon scarves, mix and match pieces to create numerous outfit combinations - from bold to demure. £POA; Tel: 0208 599 5544 E: support@citygoddess.co.uk citygoddess.co.uk
Independent home fragrance brand Told London combines the art of storytelling with the power of scent. Expect beautiful vessels featuring bespoke illustrations as well as location-inspired aromas created by award-winning perfumers. £POA; E: trade@toldlondon.com toldlondon.com
Stroke of luck
Meticulously hand-painted with enamel and then set with cubic zirconias, Amelia Scott’s Lucky Clover Pendant will bring a joyful pop of colour to summer wardrobes. Each comes with its own vintage-inspired velvet gift box, too. £POA; E: hello@amelia-scott.com
Suit yourself
Naia Beach’s Malibu swimsuit features a beautifully textured sculpting fabric, gold zip through top, low back and higher cut leg line. Style with shorts and skirts for effortless beach to bar dressing. £POA; E: mel@naiabeach.com
Holiday edit
From breezy loose fit linens to tailored cotton separates, Saint James’ latest womenswear collection offers a masterclass in summer chic. The French heritage label has been creating quality garments that transcend trends for 135 years, using only the finest natural fabrics and craftsmanship. £POA; Tel: 07539 228 041 E: marc@doublehagency.com doublehagency.com
Happy place
Reuniting with culinary icon Prue Leith for the third season, Zsiska has unveiled a new technicolour resin jewellery collection bursting with personality. The latest drop features eye-catching necklaces, earrings and bracelets across five dopamine-inducing ranges: Flora, Fiesta, Garland, Geo and Joy. From £18-20 per piece; Tel: 01784 482 888 E: sigal@sigaldistribution.com zsiska.com
STANDOUT WOMENSWEAR AND ACCESSORIES
Into the blue
Capturing the magic of golden hour, Caroline Svedbom’s 2025 The Solara Collection features show-stopping necklaces, rings and bracelets dripping in shimmering ocean-like Laguna Delite crystals. From £20-50; Tel: 07778 158 986 oldstrom.com
Got your back
Creating fashionable bags for affordable prices, Emily & Noah scours the planet for the newest ideas, materials, colours and shapes. For AW25, the German brand’s collection offers over 30 trendled styles nodding to various trends - from 1990s minimalism to luxury streetwear. Standouts include its classic vegan leather Tours Rue 09 backpack. £POA; Tel: 0770 295 2796
Eco chic SUSTAINABLE
PRODUCTS AND BRANDS
Second chance
Premium denim label Paige has partnered with the Cotton Lives On recycling initiative, encouraging shoppers to trade in their old jeans in exchange for an in-store discount. Customers can now drop off pre-loved denim at the brand’s standalone stores and the garments will be transformed into mattress insulation to support people at risk of homelessness. paige.com
Perfect partners
Designed in collaboration with sustainable accessories brand Elizabeth Scarlett, the latest capsule by Nobody’s Child combines feminine silhouettes with delicate embroidery and conscious fabrics. Standouts include this organic cotton mint green Asher midi dress with floral details. £POA; E: nc_partnerships@nobodyschild.com
Consciously done
Ethically crafted in Portugal using 100 per cent certified European linen, Má + Lin’s Frenchinspired blouses are fully traceable from field to garment warehouse - with its full supply chain available to view online. £POA; E: yue.jiang@ ma-lin.uk
Original and best
With a plant-based water-repellent finish and timeless functional design, Original Creator’s elevated activewear proves that essential doesn’t have to mean basic. Expect sustainable production and practical pieces designed to be worn time and time again. £POA; Tel: 07909 525 519 E: caroline@originalcreator.co.uk
Play it safe
Keep tech secure and stylish with Kind Bag’s 100 per cent recycled water-resistant Laptop Sleeve, featuring quilted padding and a buttoned fold-over design. £POA; E: hello@kindbag.co
Stock Up
WHAT TO BUY NOW
Easy weekends
From slow Sunday mornings to Father’s Day celebrations, summer weekends are just around the corner. Get ready with an inviting edit of premium sleepwear, polished accessories and standout menswear designed with modern dads in mind. These are the buys worth getting out of bed for…
Sweet dreams
STEP INTO YOUR COMFORT ZONE WITH SS25’S BEST NIGHTWEAR AND ACCESSORIES
No longer confined to bedtime, today’s luxury sleepwear blurs the lines between day and nightwear. From ultra-soft cotton robes to silky satin pyjamas, the latest pieces are made for lounging in style. Choose from relaxed silhouettes, pretty prints and premium details to turn up the glamour on downtime. It’s time to slip into something more comfortable...
PYJAMAS, DESMOND & DEMPSEY, £POA
SLIPPERS, EMU AUSTRALIA, £POA
NIGHT SHIRT, NUDEA, £POA
IMMORTELLE PRECIOUS CREAM, L’OCCITANE, £POA
CANDLE IN NIGHT BLOOMS, TOLD LONDON, £POA
EYE MASK, CHALK, £POA
NIGHTSHIRT, DEREK ROSE, £POA
SOCKS, NUDEA, £POA
AMELIA SCOTT E: hello@amelia-scott.com, CHALK wholesale.chalkuk.com, DEREK ROSE E:barny.edis@derek-rose.com, DESMOND & DEMPSEY E: bedfellows@desmondanddempsey.com, EMU AUSTRALIA Tel: 07818 590 805 E: cbolton@emuaustralia.com, L'OCCITANE E: contact@loccitane.co.uk, MADE BY COOPERS E: sales@madebycoopers.com, NUDEA E: info@nudea.com, SMUG faire.com, TBCO tartanblanketco.com/pages/b2b, TOLD LONDON E: trade@toldlondon.com, WHITE HELLO E: gemma@blackpr.co.uk
PYJAMAS, TBCO, £POA
HOT WATER BOTTLE, CHALK, £POA
SLEEPY HEAD BALM, MADE BY COOPERS, £POA
SLEEP MASK, SMUG, £POA ROBE, TBCO, £POA
SCUNCHIE, AMELIA SCOTT, £POA
SLEEP SHORTS, NUDEA, £POA
LOUNGE TROUSERS, WHITE HELLO, £POA
Daddy cool
FATHER'S DAY GIFTING AND MENSWEAR BUYS FOR DAPPER DADS
RAINS
Perfect for dads who are always on the move, Danish label Rains offers sleek weatherproof essentials that marry minimalist design with everyday practicality. Founded in 2012, the brand reimagines classic rainwear through a modern, urban lens - crafting waterproof outerwear and accessories that are as stylish as they are functional. From lightweight raincoats to utilitarian backpacks, the sustainable brand’s pieces are made to last using its signature PU fabric. Expect clean lines, smart design and dependable pieces for men who want to look stylish - whatever the forecast.
CONTACT: E: jc@rains.com uk.rains.com
EDEN PARK
Founded by former rugby pro Franck Mesnel, Eden Park brings a winning combination of French finesse and sporting heritage to Father’s Day gifting. The label is known for its timeless cuts, muted palettes and subtle detailing, elevating everyday menswear into quiet luxury staples. Think relaxed-fit short-sleeved polos, embroidered Oxford shirts and smartcasual layers – all crafted with a focus on comfort, quality and longevity. Coupled with its gift-ready fragrances and accessory sets, the brand is an easy choice for dads and boutique buyers who appreciate classic style with a refined, sporty edge. Wholesale prices are around £45 per piece on average while there is no minimum order requirement.
London-based independent brand Martha Brook is known for its beautifully designed stationery and paper goods. All designs are created in-house, with a wide selection of thoughtful gifts and keepsake cards for Father’s Day. From foil-embossed notebooks to vegan leather accessories, the collection caters to dads and grandads alike. Highlights include its thoughtful A to Z mini book, where customers can handwrite 26 reasons why their dad is one of a kind. With a custom personalisation service, boutique buyers can even collaborate on bespoke designs to make their offering truly unique.
CONTACT: E: corporate@marthabrook.com faire.com
KOMODO
A pioneer in eco-friendly fashion since the acid house days of 1988, Komodo blends bold design with serious sustainable credentials. Its breathable organic cotton tees, durable knits and vegan trainers make the perfect gifting options for conscious dads alongside its hand-knitted wool slippers, cosy pyjamas and reuseable bamboo coffee cups. Each piece in its range is GOTS-certified and made to last - making it perfect for anyone who appreciates planetfriendly pieces with an interesting back story. CONTACT: Tel: 0207 722 3523 E: mark@komodo.co.uk
SCOTCH & SODA
Bringing its signature Amsterdam flair to menswear, Scotch & Soda combines classic styles with unexpected details. The brand offers a wide selection of standout gifting options for Father’s Day, from patterned shirts and relaxed tailoring to premium denim. With a focus on quality fabrics and distinctive finishes, each piece reflects the brand’s playful yet refined approach to design. There’s plenty to choose from for stylish dads for SS25 and beyond – including giftable accessories like socks, leather goods and graphic t-shirts. We love its timeless knitwear options that have been cleverly updated with bold design twists.
CONTACT: Tel: 0203 137 3901 scotchandsoda.com
BLEND
For dads who love denim, Danish menswear label Blend delivers laid-back style with a cool Scandi edge. Known for its easy-going essentials and signature jeans, the brand’s pieces tick all the boxes for Father’s Fay gifting – from slogan tees and premium denim washes to tactile cotton layers. There’s sleek utility-inspired outerwear too, as well as a big and tall range in sizes 2XL-6XL. Boasting super soft textures, relaxed fits and wallet-friendly prices, its collection perfects effortless everyday style for style conscious dads.
CONTACT: E: niol@dkcompany.com blendcompany.com
Sophisticated summer
MOS MOSH’S SS26 COLLECTION BLENDS
DELICATE BOTANICAL PRINTS WITH CLASSIC DENIM AND ELEGANT TAILORING
Danish brand Mos Mos creates perfect-fit jeans that feel as good to wear as they look. Inspired by the superior fit of American denim and fine craftsmanship of Italian tailoring, the brand originally launched in 2010 with a small capsule collection. Today it has evolved into a comprehensive premium jeans and tailoring brand renowned in 25 countries for its impeccable fit, attention to detail and timeless designs. For SS26, its design team invites buyers into a garden in full bloom. Heavily inspired by botanical references, expect delicate handpainted patterns, dusty pastel tones, pretty embroideries and fine craftsmanship. Elsewhere, classic denim pieces are complemented by modern tailoring, with dark and light denim contrasts, checks
vibrant colour palette transitions from blues in the first drop to pastel roses and greens, finishing with a striking pop of spicy orange as summer approaches. Stockists can also reorder NOOS and top-ups throughout the season via the brand’s user-friendly B2B platform. Showing at Mos Mosh’s flagship showrooms in London and Glasgow or the
Fashion Extras
THIS MONTH’S BEST BAGS, JEWELLERY AND HOMEWARES
Flower girl
Diemme has given its Maggiore mules a spring makeover with the addition of embroidered Stella Alpine flowers. Handcrafted in Veneto, it features Italian suede uppers and Vibram cleated rubber soles . £POA; E: ws@diemme.com
Holiday hero
Handcrafted in Bali by a small group of artisans, British brand Pineapple Island creates sustainable unisex bracelets made from ecofriendly materials. £POA; E: alice@ pineapple-island.com
Red alert
Updated for SS25 in a vibrant zippy red, By Malene Birger’s timeless Ramil shoulder bag will bring ladylike charm to outfits for many years to come. £POA; E: humi@bymalenebirger.com bymarlenebirger.com
Travel in style
Crafted from aerospace-grade German polycarbonate and recycled plastic, Nudient’s luggage collection is as sleek as it is functional for chic suitcases that fit seamlessly into any journey. £POA; E: rufus@ thegoodsagency.co.uk
Feast on this
Finishing touch
Perfect for elevating everything from summer outfits to messy buns, Pilgrim’s Dream hair accessory features a large silverplated flower charm made from 95 per cent recycled materials. £POA; 00456 333 333 E: b2b@pilgrim.dk
One to watch
Emerging accessories brand Bajer Watches blends Kurdish storytelling with Swiss precision, creating luxurious timepieces with cultural meaning. Expect glossed dials, Roman numerals and symbolic motifs. £POA; E: gemma@blackpr.co.uk
Perfect for carrying everyday essentials in elevated Scandi style, Samsøe Samsøe’s cotton ice-cream print tote will make a great addition to accessories edits this SS25. £POA; E: vitus@samsoe.com
Pearl one
Offering two different ways to wear, Ahkeke’s Gold Pearl Reverse Earrings can be styled with both faux pearls or by removing one for a more minimalist look. £POA; E: janet@blackpr.co.uk
Shower proof
Featuring a carry handle and 100 per cent waterproof lining and zip, Smug’s Toiletries Wash Bag is perfect for taking into the shower whether at home, on holiday or at the gym. £POA; faire.com
Note perfect
Thoughtfully designed and meticulously crafted in France, Antinomie uses only the finest ingredients for its unisex fragrances – from fresh peach and lemon to amber, vanilla and white musk. £POA; E: rufus@thegoodsagency.co.uk
A new life
Sustainably crafted from recycled plastic bottles, Kind Bag’s ultra-soft textured Crossbody is machinewashable and features an adjustable strap and multiple inside pockets. £POA; E: hello@kindbag.co
Sensitive soul
Enriched with sweet almond oil and oatmeal, The Little Soap Company’s Little Beast Organic Dog Shampoo Bar gently cleanses while soothing and nourishing delicate skin. £POA; littlesoapcompany.co.uk/ wholesale-welcome
Italian glamour
Crafted in sustainable cellulose acetate, the Jean sunglasses from Borsalino’s collab collection with Italian eyewear brand Ophy blend contemporary design with timeless style. £POA; E: showroom@borsalino.com
Double up
A summer season bestseller, Celtic and Co’s suede and cork soled Double Buckle Sandals are a versatile choice for everything from beach days to city breaks. £POA; E: trade@celticandco.com
Peace at last
Crafted in Cheshire using the finest pure silk, Derek Rose’s handmade Amethyst Jungle Paisley Pattern
Eye Mask is the ultimate accessory for a luxurious (and peaceful) night’s sleep. £POA; E:barny.edis@derek-rose.com
Perfect match
Simone Pérèle is now offering a period pant option for its bestselling Karma and Comete briefs, so shoppers can wear their favourite lingerie sets at any time of the month. £POA; E: info@simone-perele.co.uk
Everyday luxury
Mi Bolsa London blends premium materials with extraordinary craftsmanship to create its exquisite yet affordable range of timeless leather handbags. £POA; E: dody@blackpr.co.uk
Digital escapism
MODERN ROMANCE MEETS REBELLION IN 5 PROGRESS’S DARING SS26 COLLECTION
Italian brand 5 Progress continues to charm shoppers and indie buyers alike with its fearless fusion of streetwear attitude and high fashion. Designed for confident women, the brand is known for its daring mash-ups of pop culture references, custom graphics and tailored silhouettes. For SS26, the brand’s design team draws inspiration from retro-futurism and digital escapism - infusing classic 1970s tailoring with glitch-inspired prints. Expect a striking collection blending the organic and artificial, from floaty fabrics in pixelated florals to classic silhouettes reworked with bold detailing and transparent layers that mimic water and light. Key fabrics include heavy cotton, muslin, sangallo lace and lightweight denim in textures that feel both raw and refined. Standout pieces include a ruffled utility jacket with embroidered sleeves, a digitally glitched floral midi dress and a tropical trench coat that blends city chic with escapism. Stockists can buy on forward-order and top up in-season. Showing at The Fashion Huddle with Joanna Edwards Agency from 12 July to 15 August; wholesale prices start from €80 while the minimum order is €2500.
Making an entrance
CREATE A SHOW-STOPPING OCCASIONWEAR EDIT WITH SONIA PEÑA’S TIMELESS DOLCE VITA COLLECTION
Founded in Málaga in 1986, Spanish occasionwear brand Sonia Peña has earned international recognition for its e xquisite craftsmanship and timeless designs. The label offers high-quality collections with a distinctive identity, created in limited runs to ensure exclusivity. Its design signature combines classic silhouettes with modern touches, premium fabrics and meticulously crafted details. Each piece is designed to make women feel confident, elegant and unique, nodding to the latest trends yet retaining an enduring, sophisticated style. Expect vibrant colourways, delicate embroideries, refined volumes and timeless glamour with a strong European influence. For 2025, its Dolce Vita Collection evokes the elegance of Italy with luxe fabrics such as silk, crepe, organza, tulle and embroidered lace served in soft pastels, vibrant hues and classic neutrals. Highlights include structured midi dresses, statement gowns with floral appliqués, modern pant suits, off-the-shoulder silhouettes and wrap skirts paired with elegant blouses. Wholesale prices range from £90-125 per piece while the minimum order requirement is around 15-20 units.
Down to Business
INSIGHT FOR FASHION INDIES
Ready to curate next season’s edit? From picturesque Harrogate to buzzy Madrid, we uncover the industry’s leading events where your future bestsellers are waiting to be found. Let your AW25 buying journey begin…
Buying power
SUPER-CHARGE YOUR NEW SEASON
EDIT AT THE INDUSTRY’S LEADING TRADE SHOWS
JULY
WONDERLAND
WHEN: 13-15 July
WHERE: The Sheraton Grand London Park Lane
CATEGORIES: lingerie, loungewear and sleepwear, beachwear and accessories, boutique gifting
KEY BRANDS: Adidas, Anita, Aqua Blu, Aubade, Chantelle, Elomi, Empreinte, Fantasie, Frankie’s Bikinis, Freya, Gingerlilly, Goddess, Goldenbay Nightwear, Goldenbay Beachwear, Huit8, Indigo Sky, Isabelle, Janine Robin, Jessica Russell Flint, Lauren by Ralph Lauren, Laurence Tavernier, Lingadore, Lisca, Lise Charmel, Louisa Braq, Magic Bodyfashion, Maison Lejaby, Marie Jo, Naia Beach, Passionata, Peachaus, Pia Rossini, Pierre Mantoux, PJ Salvage, Polo by Raph Lauren, Promise, Rosa Faia, Schiesser, Simone Pérèle, Sloggi, Triumph, Wacoal, Wolford
TICKETS: Free – pre-register via wonderlandshow.co.uk
WHY VISIT? Making its debut in January 2024, Wonderland is now one of Europe’s fastest-growing intimate apparel trade events. The show will return to Mayfair’s opulent Sheraton Grand Park Lane for the second time this summer, offering buyers an
expanded line-up of premium lingerie, swimwear and nightwear brands against an opulent 1920’s art deco style backdrop. Building on the success of its previous instalments, the upcoming event promises a thoughtfully curated line-up of established and emerging labels from the UK, Europe, USA and Australia. From delicate lingerie to tropical beachwear, indie retailers will be able to forward order for next summer or top up this season’s stock.
TICKETS: Free – register via scoopinternational.com/page/visitor-registration WHY VISIT? Taking place inside Olympia’s newly refurbished National Hall for the first time, this season’s Scoop will present an expanded selection of premium fashion, accessories and lifestyle brands. Organisers invite buyers to step into an “extraordinary world of wonder and nostalgia” via its latest show theme, The Magical Edition. Visitors can expect a carefully curated exhibitor line-up set against a backdrop of psychedelic design details and immersive late 1960s-inspired installations. “This season is all about channelling a feeling of love, freedom and fun,” says founder Karen Radley. “We wanted to create a space that not only showcases incredible fashion but also transports people. The Magical Edition is about reconnecting with joy and creativity in a way that feels both modern and meaningful. It’s an invitation to step into the heart of the fashion conversation, where every detail is designed to inspire.”
KEY BRANDS: Vero Moda, Pieces, JJXX, Only, Brandtex, Ciso, Jensen, Signature, B. Copenhagen, Robell, Frandsen, Normann, Tia, Habella, Molly Jo, Godske, I’cona, Sunday, Noen,
INDX NATIONAL INTIMATE APPAREL
WHERE: Cranmore Park, Solihull, West Midlands
WHEN: 27-29 July
CATEGORIES: Lingerie and shapewear, activewear, mastectomy and special care, swimwear and resortwear, nightwear and loungewear, hosiery and socks
Joules, Joe Browns, b.Young, Fransa, Pulz, Pomodoro, Alice Collins, Pretty Vacant, Lily & Me, Sorbet, Sugar Crisp, My Italy, Pure and Natural, Emma, Beaumonde, Dreams, David Jones, Weird Fish, Bagatt, Spirit, Tamaris, Healthy Back Bag, Ravel, Lotus, Damart, Boardmans, Nova Leathers, Luella Grey, Caprice, Peter Kaiser and Mousqueton
TICKETS: Free – register via indxshows.co.uk/shows/woman WHY VISIT? Designed to help womenswear independents increase retail sales and business growth, INDX Woman offers a commercially crafted, market-driven showcase of established fashion brands and emerging talent. This summer’s edition has been expanded to a three-day format, offering greater flexibility for busy buyers. The event is centrally located in the West Midlands and offers visitors free onsite parking, complimentary refreshments and a comfortable, nofrills buying experience.
Taking place on the Sunday evening, there’s also a Networking Social at Cranmore Park’s hospitality venue, The Loft. As part of the INDX Shows portfolio, INDX Woman is brought to market by Associated Independent Stores – the UK’s leading buying, services, and event group for independent retail.
KEY BRANDS: Hanro, DKNY, Ralph Lauren, Polo, Sainted Sisters, Maryan Melhorn, Commando, Kate Spade, Pour Moi, Anita, Chantelle, Rosa Faia, Triumph, Sloggi, Wacoal, Fantasie, Elomi, Freya, Naturana, Cyberjammies, Cottonreal, Skarlett Blue, Pretty Polly, Gossard, Berlei, Simone Perele, Marlon, Indigo Sky, Oyster Bay, Marie Jo, Primadonna
TICKETS: Free – register via indxshows. co.uk/shows/intimate-apparel
WHY VISIT? Showcasing hundreds of brands across lingerie, swim, nightwear and resortwear, the INDX National Intimate Apparel Show is a must-visit for boutique buyers wanting to enhance
their womenswear offer. The three-day event promises an impressive showcase of exhibitors – from global icons to fresh, emerging talent. This summer’s show will spotlight suitcase essentials for SS26, adding a new trend area for swim and resortwear as well as a dedicated catwalk and workshop programme. All attendees are also invited to a Networking Social, sponsored by AIS, taking place on the Sunday evening at Cranmore Park’s hospitality venue, The Loft.
HOME & GIFT BUYERS’ FESTIVAL
WHERE: Harrogate Convention Centre and the grounds of the DoubleTree by Hilton Harrogate WHEN: 20-23 July
CATEGORIES: gift and home, jewellery and fashion, design-led gift and home, food emporium
HARROGATE FASHION WEEK
WHERE: Harrogate Convention Centre WHEN: 3-5 August CATEGORIES: womenswear, footwear and accessories
KEY BRANDS: Lizabella, I.nco, John Charles, Dolcezza, Sahara, Carol C Collections, Betty Barclay, Bianca, Lily & Me, Pomodoro, Allison, Tina Bariloche, Carla Ruiz, Argiddo, Caprice, Jessica Graaf, Snoxell, Accessories by Park Lane, Malissa J, Veromia, D.E.C.K by Decollage, Alice Collins, Pinns, HV Society, XTI, Max & Ellie, Frank Lyman, Masai, Emu Australia, Joe Browns, Traffic People, Godske Group, Olsen, Rino & Pelle, Vilagallo, Smith & Soul, NYDJ, Mbym, Henriette Steffensen, b.young, Pulz Jeans, Kaffe, Compania Fantastica, Marta du Chateau, Lysee, UP!, Soya Concept, Sugarhill Brighton, Barbara Lebek
KEY BRANDS: Aquarelle Home, Big Metal, Biggie Best, Bomb Cosmetics, Bookspeed, Caroline Gardner, Chalk, Designworks Ink, Dutch Imports, Essential Designs London, Gingko Design, Joe Davies, Kikkerland, Hill Interiors, Le Toy Van, Miss Shorthair, My Doris, Ohh Deer, Roka London, Suck UK, Stoneglow Candles, Talking Tables, The Art File, Wrendale Designs TICKETS: Free – register via homeandgift.co.uk
WHY VISIT? Marking its biggest edition in over a decade, Home & Gift’s upcoming 65-year anniversary showcase promises to deliver the ultimate summer sourcing experience. Organisers are expecting over 500 brands - including 30 per cent new exhibitors – to present more than 20,000 new products across four days. With a jam-packed programme of exclusive launches, trend forecasting and networking events, it’s the perfect place to discover fresh collections and business inspiration just in time for Q4. Expect a relaxed, alfresco atmosphere where business meets pleasure. Highlights include the People’s Choice Award ceremony for the Gift of the Year awards at Sunday’s Sundowners, Drinks on the Lawn and the show’s unmissable 65th Birthday Party. Perfectly timed for peak season, the event is the ideal opportunity to finalise festive edits, discover newness and invest in standout stock.
TICKETS: Free – register via harrogatefashionweek.com
WHY VISIT? Founded in 2018, Harrogate Fashion Week (HFW) has quickly established itself as one of the UK’s leading womenswear buying events.
Now spread across four halls, the show features over 250 clothing, footwear, and accessories brands - covering a wide range of categories from contemporary daywear to occasionwear.
Exhibitors and buyers alike praise the event for its friendly, unhurried atmosphere and its accessible, cost-effective location.
AUGUST
This season, organisers are enhancing the visitor experience further with increased social media support to help attendees create engaging content on site. Its popular Prosecco Bar will also return, offering complimentary fizz for two hours each day, alongside its seasonal Sunday evening party to celebrate the show’s opening day. Set in the spa town of Harrogate, the event benefits from a picturesque backdrop – with a broad selection of hotels at various price points on offer for visitors wanting to extend their stay.
AUTUMN FAIR MODA X PURE
SEPTEMBER
WHERE: NEC Birmingham WHEN: 7-10 September
CATEGORIES: homewares, Christmas, gifting, decorations, kids’ toys, beauty and wellbeing, fashion, jewellery and footwear
KEY BRANDS: Candlelight Products, Bedeck, Ty UK, Gingko, Widdop & Co, Kikkerland, Sass & Belle, Bomb Cosmetics, Five Dollar Shake, Baby Republic, Ohh Deer, Powell Craft, My Gifts Trade, Casa Verde, Hot Tomato, Hill Interiors, Trampoline, Quirky Barn, Ancient Mariner, Walton & Co, Indra Importer, Inside Out, Nordic Style, Malini, The Otters Brook Collection, Bronte By Moon, Blooms by Samuel Baker, Present Time, Elle Sport, Lighthouse Clothing, Big Metal London
TICKETS: Free – register via autumnfair.com
WHY VISIT? This season, Autumn Fair - the UK’s largest B2B retail trade show for home, gift, and fashion - returns to the NEC Birmingham, bringing together over 800 brands under one roof. Taking place over four days, the show is set to welcome more than 12,000 retail buyers ahead of the busiest period on the retail calendar. Spanning 10 curated destinations, it offers an unrivalled selection of over 500,000 products, many of which are exclusive to the event. Its ongoing partnership with Faire continues to elevate the buyer experience, offering independent retailers streamlined ordering and curated product discovery. Beyond sourcing, visitors can immerse themselves in a programme of thoughtprovoking talks and hands-on masterclasses led by industry experts. Whether replenishing stock for Q4, uncovering the next bestsellers or building supplier relationships, Autumn Fair is a must-visit destination for independent lifestyle retailers.
KEY BRANDS: Lighthouse Clothing, Elle Sport, Nina Murati, Decollage, Isle & Stars, Luella, Girl in Mind, Goose Island, Big Metal, Zsiska, Nomads, Lisa Angel, Miss Sparrow, Long & Son, Glen Appin of Scotland, Peace of Mind, Anabella Moore, Suzie Blue, Gold Trip, Lucy Kemp, Reeves & Reeves, Goodlookers
TICKETS: Free – register via autumnfair.com
WHY VISIT? Following its debut at Spring Fair in February, Pure x Moda will return to NEC Birmingham this September as a standalone event at Autumn Fair. Organisers are promising an inspiring mix of clothing, footwear, fashion accessories and jewellery from some of the industry’s most creative brands and designers. In addition to its product showcase, buyers will also find new season inspiration at the Moda x Pure Catwalk. Visitors will also have access to the rest of show, offering four days of buying across 10 curated destinations including Gift, Beauty and Wellbeing, Greetings and Stationery and Wrapping.
MOMAD
WHERE: IFEMA Madrid
WHEN: 11-13 September
CATEGORIES: womenswear, occasionwear, resort, lingerie and swimwear, textile manufacturing, footwear and accessories, emerging brands, sustainable, retail tech solutions, point of sale
TOP DRAWER
WHERE: Olympia, London
WHEN: 14-16 September
CATEGORIES: home, gift, fashion, play, wellbeing, food emporium and greetings and stationery
KEY BRANDS: Big Metal, Boho Betty UK, Brick House Design, Chalk, Charlie Bears, Cranbourn, Earlybird Designs, Essential Designs London, Fluffmallow, Gry & Sif, Kind Baf, Le Toy Van, Love Cocoa, Motif, Mr Pickles, MuseArta, My Doris, Nishiguchi Kutsushita, Ohh Deer, Øst London, Pikkii, Plum & Ashby, Roka London, Suck UK, Vurchoo TICKETS: Free – register via bit.ly/ TDA25Editorial
WHY VISIT? Leading design-led retail trade show Top Drawer returns to Olympia London this season, bringing together over 600 handpicked brands from across the globe. For more than 40 years, it has remained one of the most inspiring and influential sourcing events on the retail calendar, showcasing products from over 80 countries across eight expertly curated sectors, including Home, Gift, Fashion, and Launchpad. Renowned
KEY BRANDS: Matilde Cano, Surkana, Vilagallo, Laura Bernal, Dolcezza, Gioseppo/ AFS International group
TICKETS: Free - registration opens closer to the event via ifema.es.en/momad/tickets
WHY VISIT? Established for 45 years, Momad is the largest trade show in Southern Europe dedicated to international fashion, footwear and accessories. This season, the three-day event has shifted its usual weekend opening to a Thursday to coincide with the International Fashion Jewellery and Accessories Show, held at the same venue. Attending buyers can look forward to an exciting line-up of fashion brands across six destinations such as Contemporary, Casual, Textile Clothing, Footwear and Accessories, Sustainable Experience, Retail Services and Ego, which spotlights emerging designers. Visitors can also sign up for Live Connect to request meetings with relevant exhibitors and maximise their time at the show. In addition to product sourcing, there’s also a comprehensive programme of conferences, talks and panel discussions at the Momad Forum as well as exclusive fashion shows on the Momad Catwalk.
for its exceptional curation and early access to trend-driven collections, the event offers far more than product discovery. Buyers can access expert-led seminars and one-to-one mentoring through the Retail Revealed Live programme, business support via the Business Hub, and trend forecasts from The Better Trends Co. This season introduces a refreshed Retail Revealed Live line-up while buyers and exhibitors can network at the Spotlight Awards show party. Whether sourcing, connecting or seeking inspiration, Top Drawer is a must-attend destination for forward-thinking independent retailers.
Sustainability that sells
HOW INDEPENDENT RETAILERS CAN BOOST SALES BY ATTRACTING (AND RETAINING) ECO-CONSCIOUS SHOPPERS.
BY MAX ETHERIDGE, DIRECTOR OF SALES AT VOYADO
Independent retailers are facing a challenging trading environment. With inflation keeping costs high and consumer confidence fluctuating, it’s no surprise that many businesses are focusing on quick wins and essential overhead control. But one opportunity that continues to grow, even during economic uncertainty, lies a relatively new sales avenue: sustainability.
Recent research from Voyado found that 8 per cent of UK shoppers now reject retailers with poor sustainability credentials – and 6 per cent avoid those that use unsustainable packaging. While these might seem like small percentages at first glance, they represent a significant and growing segment of values-led consumers. At a time when customer loyalty is harder to earn than ever, showing a genuine commitment to the environment can make all the difference.
Independent retailers, often rooted in local communities and known for their agility, are well positioned to respond to and benefit from this shift. Unlike larger chains, indies have the flexibility to implement value-driven changes quickly, adapt to customer feedback and build authentic relationships that convert into repeat business.
Small changes, big impact
When thinking about sustainability for your business, it’s easy to get caught up in big, long-term investments like overhauling packaging or rethinking your entire supply chain. But the truth is most customers notice and appreciate the small steps – many of which require minimal resource but deliver maximum impact.
For example, if you work with local designers, reduce air miles through regional sourcing, or use recycled materials in your packaging, be sure to communicate this clearly with your customers. Signposting sustainability at the point of sale – both in-store and online – signals your values clearly and can drive deeper brand engagement.
You might also consider offering a garment repair service, re-commerce scheme, or packaging take-back incentives. These initiatives not only add value to your product offer but reinforce your commitment to circularity – something younger shoppers, in particular, actively look for.
Post-purchase: your secret weapon
The point of sale may be where the transaction happens, but your chance to build loyalty truly begins after the checkout.
Typically, post-purchase communications are limited to order confirmations or delivery updates. But these can be transformed into moments of connection. Instead of a standard confirmation, consider a thank-you message that highlights the ethical story behind the purchase. Include information about how to look after the item to extend its life or how to dispose of the packaging responsibly.
These thoughtful additions show that your brand stands by its values, not just during the sale, but at every customer touchpoint.
Listen, learn and evolve
Independent retail thrives on community – and that makes you perfectly placed to co-create your sustainability journey with your customers. Postpurchase feedback emails are a great way to ask, “How can we make your experience more environmentally friendly?” Not only does this show that you take their input seriously, but it can also uncover practical, customer-led ideas to improve your offer. This two-way dialogue fosters trust, loyalty, and a sense of shared responsibility that keeps people coming back.
Even something as simple as inviting reviews - and framing them in environmental terms - can reinforce your green credentials.
Purpose builds loyalty
Sustainability isn’t just a branding trend – it’s reshaping where customers choose to shop. But for eco-conscious consumers, authenticity matters. They can spot ‘greenwashing’ from a mile away.
The good news? As an independent, your scale works in your favour. You can adapt, act with integrity, and speak to your customers in a direct, honest way. You already earn loyalty through personal service – now channel that same commitment into purpose-led retail.
Done well, embedding sustainability throughout your customer journey won’t just benefit the planet – it will earn your business loyalty, advocacy and long-term growth.
Voyado offers tools for personalised marketing, loyalty programs and AI-driven product recommendations, enabling retailers to deliver tailored shopping experiences across multiple channels. Find out more via voyado.com
HØST & VÅR
“Celebrating at the awards ceremony was a really special moment”
LILY & ME’S POLLY WEBB ON WINNING A BOUTIQUE STAR AWARD
“It’s so important to be involved in industry awards. Whether you win or not, it’s a brilliant opportunity to celebrate and reward the achievements of our industry - and to connect with other amazing brands and inspiring independents. Completing an entry also gave us the chance to pause and reflect as a company. It was a valuable reminder of how far we’ve come on our journey.
“The winners’ party had such a great buzz! Boutique magazine did a fantastic job organising the evening - from the welcome drinks and relaxed mingling to the sit-down meal, the awards ceremony itself and the dancing that followed. The dinner was a wonderful chance to connect with others in the industry and catch up with both familiar faces and new ones.
“It was an incredible moment when Lily & Me was announced as the winner of Sustainable Brand of the Year 2024 . It was unexpected - and such a meaningful recognition of the whole team’s hard work. But winning brings responsibilities, too. As a company, we care deeply about accountability and traceability in our production. Because we manufacture the majority
of our products in our own factory, we’re able to take a much more personal approach. Wherever we can, we use fabrics that are better for the planet - natural fibres and sustainable alternatives that have less environmental impact. We know we’re not perfect, but we’re growing our sustainable range year on year. Despite the challenges, this is something we’re truly passionate about.
“We were so proud to share our win with our customers via email and social media. Their excitement and warm messages of support made it even more special. It’s been a great way to communicate what really matters to us as a business.
“On a personal level, winning was a huge recognition of our team’s dedication - especially the incredible hard work of my sister Amelia, who founded Lily & Me with her husband and has poured her heart into building it from the ground up.
“As a family brand - with all three siblings involved - being able to celebrate our win together at the ceremony was a really special and unforgettable moment.”
LILY AND ME’S POLLY WEBB, AMELIA HAYWOOD AND BEN HAYWOOD
More than a trophy
WHY AWARDS RECOGNITION
MATTERS MORE THAN EVER IN
INDEPENDENT RETAIL
In today’s fast-paced, ultra-competitive retail landscape, independent businesses are facing a unique set of challenges. From rising costs to shifting customer expectations, staying visible and relevant has never been harder. That’s why now, more than ever, recognition matters - and the Boutique Star Awards 2025 provides the perfect platform to shine.
Organised by Boutique magazine, the awards are now in their fifth year and have grown into one of the most prestigious celebrations of independent fashion and lifestyle retail in the UK. With 20 categories spanning everything from bricks-and-mortar boutiques and online stores to standout suppliers and fashion agents, the competition recognises the passion, resilience and innovation that defines this sector.
But the awards offer far more than just a trophy. “Winning - or even being shortlisted - can be a huge
boost for your boutique,” says Boutique magazine’s managing director, Julie Neill. “It gives customers a reason to trust you, suppliers a reason to notice you, and your team a reason to feel incredibly proud.”
In an increasingly digital world, where customer decisions are shaped by reputation and social media, entering industry-recognised awards can elevate your store’s visibility both on and offline. Past winners have reported press coverage, social media buzz, increased footfall and even new business opportunities following their decision to take part in the awards.
Beyond business benefits, entering can also boost personal morale. “Independent retail can feel like a lonely place at times,” says Julie. “These awards offer a moment to pause and reflect on everything you’ve achieved - and to celebrate that with your team.”
This year’s competition includes exciting new categories such as Online Shop of the Year , Loyalty Programme of the Year , and Manager of the Year , designed to highlight various areas of excellence. There’s also a brand-new Favourite Supplier of the Year award for 2025, voted for by Boutique readers.
Entries are open now and close at midnight on Monday 30 June. The application process is simple and designed to help you tell your story in your own words. Whether you’ve just opened or have been trading for decades, it’s time to step into the spotlight and let the industry know what you’re doing brilliantly.
Enter online via boutique-magazine.co.uk/submit-an-entry/
Shop Talk
Double act
Since opening its doors in 2023, Neston’s Wardrobe at the Cross has woven itself into the fabric of the community. This month Hilary James , who co-founded the business with Sue Byrne, reveals how a focus on inclusivity, kindness and joyful clothing has created a retail haven for local shoppers…
HILARY JAMES, WARDROBE AT THE CROSS
“We affectionately refer to the shop as ‘the womb, ’” says a smiling Hilary James, gesturing around the blush-pink boutique she co-owns with friend and business partner Sue Byrne. “It’s a very safe space in here - our customers say their shoulders drop as soon as they walk in. But more than that, it’s become a happy place for us and many local women, too.”
Welcome to Wardrobe at The Cross - a women’s fashion boutique, opened in March 2023, that is as much a sanctuary as it is a clothing shop: “People come in who are grieving, going through breakups, dealing with major life shifts - and they know they can just sit, chat or not chat. There’s never any pressure at all.”
Whenever they do want to buy, shoppers can sift through rails of joyful fashion finds from a curated line-up of Scandi and European brands. There’s also personalised
Retail therapy
HILARY JAMES, CO-OWNER OF CHESHIRE’S WARDROBE AT THE CROSS, ON CREATING A SAFE SPACE FOR CUSTOMERSAND AN UNEXPECTED HAPPY PLACE FOR HERSELF
styling on offer – including colour analysis - tailored to the individual needs of each customer.
It’s a concept that clearly resonates, as despite trading against a turbulent economic backdrop, sales at both the physical store and online shop have risen modestly year-on-year. “In this climate, that feels like a win,” says Hilary (or ‘Hil,’ as she’s more commonly known). “But the cost-of-living crisis hasn’t escaped anyone. Even our more affluent customers are thinking carefully about where they spend. The constant drumbeat of global worry – fuel bills, America, Trump, Russia – all plays into people’s general caution. But we’re holding our own.”
Double vision
Its success is perhaps unsurprising when you factor in Hilary and Sue’s creative energy and solid operational know-how. Hil is a retail veteran with previous experience at Superdrug, The Very Group and various other large retailers and e-commerce giants (some of which she still consults for two days a week). Sue, a trained food scientist, has previously been behind the day-to-day running of several large firms and now applies her talents to the store’s operations and finances. She’s also a fully trained stylist and London College of Fashion alumni, with a special interest in colour analysis.
“We’re complete opposites, which I think helps,” says Hil. “Sue’s the calm and structured one; she’s a wizard with admin and numbers. Meanwhile, I’m the ideas person, the marketer and growth driver. We both love styling and presenting, so we do a lot of talks for local women’s groups. But Sue’s strength is in consistency – mine’s in pushing forward.”
The boutique’s product range blends comfort and quirky style with a considered buying strategy: forward order combined with in-season buys and “a teensy smidge of higher-end wholesale”. Hil says: “I’m constantly scouting for newness, but Sue reins me in. It keeps us balanced. We’ll never stock boring basics – we’re not that kind of boutique. But a twist on a staple? Absolutely.”
Bestselling brands
So, which categories and brands perform best at the store? “Knitwear is our banker,” says the co-owner. “It’s less fitcritical and perfect for our breezy Wirral weather.” Danish brand Black Colour is its “queen bee” – exclusive within 20 miles, minimal markdowns, and beloved by customers for both quality and quirk. “Fransa’s been brilliant this season too – more classic, but beautifully made,” she adds. Hilary also namechecks Denmark’s Saint Tropez as a staple, as well as two new arrivals for SS25: Wardrobe 44 and Compañía Fantástica. “The latter’s very me – playful, a bit out there. But Sue loves it too for its bohemian touches. That’s when we know a brand’s a good fit.”
It’s clear the business means more than just clothes on rails for the partners — it’s a way to give back to the community. “We don’t hard sell,” Hil says. “Some women come in needing a whole new look. Others just want help styling a pair of jeans.” The store also showcases pieces from local female-led businesses like Kenzie & Gabe interiors: “We don’t take a cut on sales; we just love supporting them.”
Wardrobe at the Cross’s physical retail space may be rooted in Neston, but digital growth is the next frontier. “About 25 per cent of our sales are now online,” the co-owner reveals. “And yes, it’s a huge growth focus. Meta ads are fine, but I want firstparty data. It’s more ownable, more sustainable. In the long run, I’d like email to drive 40 per cent of our online business.”
Social media is also a vital piece of the puzzle, with Hil citing Instagram as a particularly useful tool for boosting sales. “Instagram stories literally drive physical and digital footfall,” she says. “We post, and customers walk in the shop five minutes later going, ‘That top that Sue had on…?’ It’s undeniable.”
And while the store’s Instagram page might appear to be more about having fun, its sometimes zany, comical posts are all part of a very deliberate strategy: “I use analytics to shape what we do,” adds Hil. “I love watching what’s working - not just in fashion, but across beauty and lifestyle. TikTok and Instagram are more about SEO than dancing now (although I do love to dance) – and I’m using them both to grow brand awareness, our email list and direct sales.”
In it together
Of course, it hasn’t all been happy customers and finding trending voiceover reels - the co-owners have had their fair share of bumps along the way, too. There was a foray into dress rental that didn’t quite work out, and some fires to extinguish as they find their feet. But for Hil, it’s about playing the long game: “Cash flow is always a challenge. We’ve had big energy bills and large investments to make. I’m still not taking money out of the business, which was a conscious decision. It isn’t profitable yet, but I didn’t expect it to be. We’re building something lasting.”
Yet there’s already plenty to be proud of. Wardrobe at the Cross was crowned New Independent of the Year 2024 runner-up at the Boutique Star Awards. The business has also amassed 108 glowing five-star Google reviews (“if you read them, that tells you everything about who we are,” beams the co-owner.)
Looking ahead, Hil and Sue’s plans include installing more changing rooms to free up sitting space for customers who want to stay and chat. The pair will also host their first ever fashion show in September to launch their AW25 collections - a proposition Hil describes as, “slightly terrifying but exciting.” Longer term, the vision is to reach women beyond the Wirral: “The physical store will always be our first love, but the digital side is where we can really scale. We want more women to know about these beautiful brands and to continue creating a safe space for women - both physically and virtually.”
So, as a relative newcomer to the industry, which shops have helped inspire Hil and Sue’s indie retail journey? “We’d spent years visiting lovely boutiques in Tarpoley, Ilkley and Harrogate,” Hil says. “We just felt the Wirral deserved something similar.” The co-founder cites Abigail
Edmonds at Domino Style as a huge inspiration for her social media content. She’s also heavily influenced by female-run local businesses that have stood the test of time, such as Lancaster’s Renes Fashion, Tabernam in Cheshire’s Tarporley and fellow Wirral boutique Sue Huntington.
But now, as summer approaches, Hil’s thoughts are razor-focused on making the most of what’s to come: “Our plans are very weather-dependent, of course,” she says. “We reined in our buying a little after last year, but we’ve got amazing artisanal pieces coming into the store with bold prints featuring everything from cherries to strawberries - you name it, it’s a feast.” Because while Wardrobe at The Cross may be a calming refuge for its customers, its rails offer quiet rebellion against convention. Hil and Sue may have created a safe space - but it’s not about making safe fashion choices. And for the women who find themselves here, that prospect might just be the most enticing thing of all.
“HMRC is quick to penalise UK firms, but less inclined to target those overseas”
BIRA CEO
ANDREW GOODACRE ON CLOSING TAX LOOPHOLES FOR FAST-FASHION CONGLOMERATES
When Bira campaigns on behalf of the independent retail sector, we often speak about the need to ‘level the playing field’ for small retailers. This has been particularly relevant in our calls for business rates reform – a tax that disproportionately penalises bricks-and-mortar shops compared to online giants.
More recently, we’ve been focused on the growing issue of billions of small packages entering the UK without duty or VAT. This is due to a trade agreement that allows goods valued below the £135 de minimis threshold to enter the UK duty-free. The retail sector has raised concerns about this for some time. Now, with the threat of products being ‘dumped’ into the UK by China in response to US tariffs, there is an urgent need to close this loophole. We see it as an unfair advantage exploited by foreign companies that invest nothing in the UK yet siphon retail sales from our high streets.
I’m pleased to report that the government has been listening. A review of the agreement has been announced - and that’s welcome news. However, it’s disappointing that this will be undertaken through a consultation process, which will take time - something which is not on our side.
I’m also calling on the government to address VAT fraud. Even HMRC acknowledges that not all VAT is being correctly collected, as overseas sellers often
register businesses at UK addresses but are difficult to trace when it comes to making payments. It’s not uncommon to see multiple businesses registered at the same address. UK retailers face penalties for late VAT payments, and even minor errors can trigger investigations. HMRC is swift to act against UK businesses, but far less proactive in tackling overseas sellers. This imbalance must be addressed in the upcoming review – and urgently. For a government that claims to be short of funds, it seems shortsighted not to pursue this revenue instead of raising taxes on UK businesses.
We’ll continue to keep you updated on this important issue.
Finally, you’ll no doubt be aware of the cyber criminals targeting major UK retailers such as M&S and Harrods. While these high-profile companies are obvious targets, smaller retailers must not be complacent. If you operate a website, you're holding valuable data that criminals are eager to access. Most cybercrime incidents affecting small retailers start with phishing emails – scammers posing as staff, banks or suppliers. These attempts are often about gaining access to your data and bank accounts. I urge all retailers to remain vigilant. Unfortunately, I fear online criminal activity will only continue to grow across the sector.
System upgrade
SMART TECH MARRIES SLEEK
DESIGN WITH DATASCAN
RETAIL SYSTEMS’ SALES AND MANAGEMENT TOOLS
In today’s fast-moving retail landscape, having the right technology behind the counter can be just as important as what’s on the shop floor. Enter Datascan Retail Systems, a tech-led firm that can help independents stay ahead of the curve. With over 30 years’ experience, this UK-based provider offers tailored EPoS solutions, advanced retail IT support, sleek POS hardware, inventory management tools and insightful analytics to help boutiques operate efficiently and grow confidently. And for the most aesthetically conscious shop owners, the company doesn’t just offer software
CONTACT: Tel: 01675 430026 datascanretail.co.uk
Off the rails
LET YOUR STOCK SHINE WITH THE HANGER STORE’S PREMIUM RETAIL ACCESSORIES
Since 1987, The Hanger Store has been an unsung hero behind some of the UK’s best-dressed boutiques. Specialising in fashion retail display essentials, the company offers everything from low-cost plastic clothes hangers to elegant satin-padded versions and premium wooden designs. For retailers serious about sustainability, its Slimline Wooden Hangers - crafted from FSC-certified rubberwood – save space and look great, too. With a huge amount of stock held in its UK-based warehouse as well as its own in-house printing facilities, the supplier offers fast turnarounds, personalised branding, and even bespoke hanger design - ensuring independents can maintain a consistent, professional brand identity throughout their shop floor. Its expert team is always on hand to advise on the right products to elevate visual
- it delivers polished, modern hardware designed to blend seamlessly into the most stylish retail environments. From day-to-day transactions to stock control and reporting, its complete system is designed to make running a boutique smoother, smarter and more visually appealing. Expect a bespoke service with custom brochures and tailored recommendations to suit your specific business needs. Whether you’re opening your first store or want to upgrade your system, Datascan’s team can provide the ideal solution.
merchandising and enhance store layout. However, what truly sets the company apart is its product knowledge and exemplary service. Whether you’re refreshing your rails or expanding your retail space, its solutions will help you hang your stock with confidence. Retailers can expect free delivery with most orders arriving within four working days.
2025 Categories
RETAILER AWARDS
Fashion Independent of the Year
Social Media Strategy of the Year
New Independent of the Year
Sustainability Advocate of the Year
Store Design of the Year
NEW: Manager of the Year
NEW: Online Shop of the Year
NEW: Charity Partner of the Year
NEW: Loyalty Programme of the Year
SUPPLIERS
British Brand of the Year
Fashion Agency of the Year
Accessories Brand of the Year
Footwear Brand of the Year
NEW: Conscious Brand of the Year
NEW: Womenswear Brand of the Year
NEW: Family Founded Brand of the Year
NEW: Emerging Brand of the Year
SPECIAL AWARDS
Favourite Supplier of the Year
Lifetime Achievement
Outstanding Business
Accessories
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
February 2 & 3 National Conference Centre Birmingham
