Owners of independent lingerie stores should avoid copying stock from department stores in order to thrive on the UK’s high streets, claims Tallulah Lingerie founder.
Nicola Adams, who set up Tallulah Lingerie in Islington almost 15 years ago, told Lingerie Insight that stocking trend-driven intimate apparel lines is a losing strategy.
The entrepreneur explained that independent stores of the UK’s high streets cannot compete on price and should attempt to set themselves apart from the likes of Debenhams and House of Fraser by stocking alternative, less-common lingerie brands.
She said: “Generally we don’t follow trends because that’s going to be like every other shop. There are some independent brands that you can’t get everywhere and some you can get in department stores, so if we bought what they bought, we’re not really offering anything different.”
As well as setting the store apart with stock, Adams explains that boutique stores should bolster experiential shopping as a means of attracting and retaining customers.
She added: “We will try to go an extra step further that they’re not going to get in another shop, offer them tea if they’re in for a while, just that extra thing that department stores don’t do and you definitely can’t get online.”