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Retailer focus
Luxe Cookshop has grown in its new location of an expansive Victorian Warehouse at Bells, the lifestyle home store established in Northampton in 1898. Luxe’s new look cookshop is attracting new customers and greater footfall, as PH finds out from manager Abigail Taylor.
Bright spark
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ast September, independent specialist Luxe Cookshop moved into the newly renovated Victorian warehouse at Bells (Northampton’s high end furnishing store and kitchen showroom). Bells’ 7,000 square foot, £250K extension is the result of several years of planning, with the aim of bringing together a range of retailers that attract frequent customers, along with a new restaurant. The new warehouse space is also home to Mooch Gifting, The Cheese Kitchen and The Rose Gallery. “All of these make up a superb shopping emporium,” states Abigail Taylor, manager of Luxe Cookshop, which was founded by Abi’s parents, Dawn and Fenton Goodes (see breakout). The architectural grandeur of the warehouse now adds to Luxe Cookshop’s exceptional shopping experience. “The industrial warehouse was once bustling with life as a factory floor; it has now been converted into a fabulous shopping destination,” explains Abi. She reports on the differences following the relocation: “Going from a low footfall shop into a high footfall area has seen our stock change dramatically. Pickup lines never really took off before but now they are flying out the doors. We are now catering for a much larger target audience and this has given us the freedom to purchase exciting new lines.” She adds: “The new space has had a fantastic response with customers commenting on how lovely it is to see a store with such heritage thrive. The new displays are busting with colour and charisma. The new stock has been greatly
Inset: A view of Luxe Cookshop in its new warehouse location. Bottom: High ceilings and industrial flooring create a dramatic setting for Luxe Cookshop. Left: Christmas table at Luxe Cookshop.
received with customers saying how lovely it is to have a wide range of products.” Luxe is now trading seven days a week and a part time sales assistant has joined the family team. Abi admits that in a family business that is open everyday, it can be “difficult to find a balance between working and home life.” However, she recognises that with the challenges of retail, Sunday opening was inevitable, and reports: “Luckily we have seen a steady increase in sales on Sundays and can only hope this keeps improving.” The extra day could also influence potential ranges, as Abi explains: “We find Sundays are more of a family affair which may change some of our stock profile as we may start to
From illuminated beginnings Having opened in September 2015, Luxe Cookshop has been recognised three times as a finalist for Most Promising Newcomer in The PH/bira Excellence in Housewares Awards. The cookshop originated as a new venture for IOS Lighting. As a family run business Dawn and Fenton Goodes decided it was time to extend their knowledge of lighting products into more homeware brands, opening their new premium cook shop within the heart of Bell. Today both IOS Lighting (inside Bells of Northampton) and Luxe Cookshop (in the new warehouse space) “work together with the intention of offering an unparalleled level of customer service and depth of knowledge,” highlights Luxe’s manager, Abigail Taylor.
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look for a children’s range.” Aside from the dramatic new space, Abi emphasises that Luxe Cookshop’s “unprecedented level of customer service” draws customers of all ages: “We believe strongly that having an in-depth knowledge of our products helps us to provide customers with great confidence.” Christmas has seen increased trade with strong sales in the lead-up and immediately after. “We’re very pleased,” Abi reflects.