49_51_Retailer Close-up (Lark).qxp_Grid 23/12/2023 20:49 Page 1
Retailer Up-Close
Independent lifestyle retail group Lark is on a roll, having opened seven stores on the bounce with another, in Weybridge, slated for the new year, which will take the group nudging toward 20 branches. PG caught up with wife and husband co-owners Priya Aurora-Crowe and Dom Crowe in their new East Sheen store, and found out how they are taking the arrival of baby Celine, a collapsed ceiling, selling out of Christmas cards and a shoplifting epidemic in their stride.
Inset: Belgian illustrator Alexina Phlox’s depiction of a Lark store.
Up With The Lark
Opening seven stores one after the other is an achievement for any independent retailer, but is even more impressive when you factor in that Priya (a former religious education teacher with a degree in theology) was pregnant with her and Dom’s second daughter, Celine. “Yes, it’s been a challenge,” admits Priya, who introduced Celine to the industry at Autumn Fair in September as a newborn in her arms. Responsible for the buying, as well as the design, layout, music and overall Lark vibe, plus much else besides, she explains that, “everyone at Lark reports to me” – the ‘everyone’ being 120 staff across Lark’s current 18 stores, with another set to open in Weybridge early in 2024. In the past 18 months, as the business has grown exponentially, there are now two area managers, two merchandisers and two staff trainers, along with managers across operations, online, social media, marketing and music, all of whom work alongside individual store managers and retail assistants. Dom meanwhile, is in charge of the new store
openings, where he carries out all the shop fittings and maintenance himself, as well as managing the builders, alongside the accounting and finance side of the business. “And if there’s any IT support needed, Dom’s the one we call,” smiles Priya. In fact, Priya credits Lark’s continuing success to delegation, making sure that she and Dom have separate roles. “You could say that I’m the visionary and Dom implements it!” she quips. Interestingly, finding new Lark locations is the relatively easy bit. “We love London villages Left: Priya, Dom and Celine outside Lark’s East Sheen store. Below: A glimpse inside the store’s interior.
where we can grow in the communities,” states Dom. “We work with the same letting agent as Gail’s bakery, who want us in the same locations that they’re in,” adds Priya, “so we are always open to possible new locations although, at the moment, we draw the line at shopping centres.” Describing the concept of Lark, Dom highlights that the stores are “very bright, very open and very welcoming”, with Priya emphasising that they are inclusive of price point, gender and age. “We’re an affordable boutique experience, with our customers varying from a 13 year old girl to an older shopper in their ‘70s or ‘80s. In every category, we offer entry, middle and top end, so that there’s a price point to suit every customer. A myriad of product categories go right across the board, ranging from greeting cards to clothing – women’s, men’s and babywear home fragrancing to wellness/beauty, jewellery, home, interiors, children’s gifts and novelty. Greeting cards feature pretty high in the pecking order at Lark. PROGRESSIVE GREETINGS WORLDWIDE 49