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Bagga Menswear puts web shopping in store

Kent-based Bagga Menswear has revamped its traditional bricks-and-mortar retail business in Chislehurst into an innovative product and online shopping concept.

The menswear independent, which sells brands including PRPS and True Religion, has cut the amount of stock in the store to fewer than 25 pieces and has installed two internet terminals allowing customers to shop for full collections online.

Following the shift in direction, Bagga Menswear owner Dave Lomax told Drapers that although footfall was down, profit was up and online sales had increased by 90%.

“It has taken a while to see if this would work but the proof is in the pudding,” said Lomax.

“We are far more profitable and much more efficient. It is a fusion of traditional retail and etail and the clothing displays in store are only conceptual and cherry picked, rather than full ranges. It’s a brilliant use of space.”

Lomax added that he is considering opening a second concept store in central London, if he can find the right location at the right price.

“It would be a really efficient use of what is expensive space in London,” he added.

After a three-month trial of the concept, Lomax has committed to the in-store online focus long term.

IT company Peerius supported the project with specialised software and a product recommendation search engine. Product recommendations generated by the Peerius software account for 15% of sales from the Bagga Menswear site, and over the past three months the average order value has risen 23% while the conversion rate is up 40%.

“I’m excited about our full-year figures,” said Lomax. “Our half year was up substantially. I think there is loads more doom and gloom to come out there – it’s going to be a double dip [recession]. But if you keep it lean there is no reason why you shouldn’t succeed.”

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