Local brands flower at Petals

Womenswear indie Petals of East Dulwich in London has switched its buying policy to focus on local designers and local brands producing directional clothing and accessories.

Sonia Au-Yeung, owner of Petals and founder of womens-wear label Eucalyptus Clothing, said she had added local handbag brand Rubber Cow, young fashion brand Tofu and accessories brand Designsix to the Melbourne Grove store's offer for spring 08.

She said: "Local designers don't get very far and the high street has become homogenised. We buy small designers and local designers and mix them with a few mainstream brands. Our customers know if they buy from us they won't be wearing the same dress as 20 other women."

Au-Yeung started designing and selling clothes at London's Camden Market 10 years ago.She set up Eucalyptus Clothing seven years ago and now has 30 independent stockists in the UK, as well as overseas accounts in Spain, the US and Japan.