Little London refits stores ahead of wholesale debut

Little London - see more pictures of the store below.

• Increase image
• View all images

Womenswear boutique Little London has revamped its stores and logo to create a unified look as it prepares to wholesale its own label.

Little London, which has four branches in Chichester in West Sussex, Guildford in Surrey, Tunbridge Wells in Kent and Winchester in Hampshire, has swapped its pink fascia and feminine interior for a "wild" look, including leopard-print wallpaper, velvet curtains and antique French furniture.

Brand manager Chantie Newton said: "We used to have quite a traditional and feminine look, which has been copied by rival retailers, so we thought it was time to do something different. Customer response has been really positive."

The business has also changed its logo and unveiled a new-look website. "An illustrator developed the logo, which is now more contemporary and conveys the idea that Little London is a unified brand, rather than just a retailer," said Newton.

Little London, which stocks about 20 womenswear brands including Sarah Arnett, Paige Premium Denim, Ruth Tarvydas, Metalicus and Hoss Intropia, is also considering wholesaling its eponymous own label.

"We're steadily growing our own label range in our stores and we're looking at a wholesale business in the future. That's part of the reason for redesigning the logo and unifying the brand – we have an online, retail and possibly wholesale business," Newton added.

Little London's own label range retails from £75 to £1,500 and includes cashmere, linen pieces and accessories. The store refurbishments were completed throughout January.