The in-store experience works but the shop is still finding its feet in terms of brands.
- Lower Ground Floor Unit 43, Ground Floor Unit 70
For a large store, there is less product here than could be expected, with fewer brands than are often seen in Urban Outfitters. This does lead to a feeling of the brands being slightly more curated than usual, and product is kept on the casual side so the store might be keeping students in mind by ruling out some of the more expensive brands the chain carries. In terms of trends, the pervading theme across the brands is vintage, so there are nods to the grunge trend with plaid, as well as some dark winter florals.
Knitwear is expensive and ranges between roughly £38 for a very thin wool-blend jumper from Sparkle & Fade to a better value £50 thick woolly jumper from Minkpink. A cotton shirt from Staring at Stars is £45 and is very soft, if quite thin. Graphic T-shirts are around £28, which is the same price as Warehouse though the fabric is thinner. Dresses are roughly £55 for a tea dress from Pins & Needles or a tartan pinafore from Co-operative; these seem the best value pieces given their unusual designs and thicker cotton fabrics.
The shop lives up to its urban name, with concrete floors and an industrial interior of scrubbed wood and metal. It looks edgy but due to the bare fittings it is actually quite cold inside. It feels like a boutique, with quirky gifts and accessories scattered among the various stands, which works well. Slogans, which border on naff, are dotted around the shopfloor (‘Wow! Only 35 quid’), but somehow it works. Free Wi-Fi and computers in the fitting rooms make for a comfortable visit and staff are very friendly.