David Hobson

“The emergence of mobile and social ecommerce will change the face of retail over the next few years, so it’s an interesting place to be,” says David Hobson, ecommerce director and one of the founding partners of critically acclaimed London concept store Late Night Chameleon Cafe (LN-CC).

Located in Dalston, LN-CC is a 6,000 sq ft space set out as seven different concept rooms – its website also reflects the mood of the store. Apart from established international and emerging designerwear for men and women, it also offers music and books. Like several of the seven founders – five of whom are under 30 – Hobson cut his teeth in online fashion at designer menswear site Oki-ni, before he joined LN-CC in March 2010.

“There are no compromises in anything that we do at LN-CC, whether that is in the store, the website or in the product,” he says. “Everything we do is the best that it can possibly be. And as long as the quality of the product is right then everything else should really fall into place. All the plaudits have fallen because we are uncompromising.”

Hobson believes ecommerce is still in its pioneer stage. “There are no preconceptions of how online should be and LN-CC is ambitious,” he says. “We have an aggressive growth strategy and are set to be at the forefront of traditional retailing and of ecommerce and online retail.”

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