Your browser is no longer supported. For the best experience of this website, please upgrade to a newer version or another browser.

Your browser appears to have cookies disabled. For the best experience of this website, please enable cookies in your browser

We'll assume we have your consent to use cookies, for example so you won't need to log in each time you visit our site.
Learn more

Joanna Nicola

Co-owner of premium womenswear indie Oxygen Boutique in London

  • Brands include Sea New York, Rogan, Vena Cava, Viva Vena, J Brand and Rebecca Minkoff

How is trade?

It’s surprisingly good considering the economy. It’s mainly online, the sales split is 60% online [40% store] and we’re doing a lot of shipping internationally.

Why are you experiencing online growth?

We recently relaunched our website, it’s a lot more user-friendly now. We’ve started doing more marketing with it and we’re doing competitions.

What have been your best selling items so far this season?

An Alice & Olivia faux fur jacket, which has flown out. Also selling well are some leopard-print jeans by Current/Elliott.

Which are your best-selling brands?

Alice & Olivia and Sea New York are our biggest brands. They are fun and quirky.

How are you feeling about Christmas?

I’m excited as we’ve got some really good things in.

Are you bringing in any new brands for spring 12?

Yes, Cut25, which is a contemporary line from Yigal Azrouël, and 10 Crosby, which is Derek Lam’s mid-market range.

Have your say

You must sign in to make a comment

Please remember that the submission of any material is governed by our Terms and Conditions and by submitting material you confirm your agreement to these Terms and Conditions. Links may be included in your comments but HTML is not permitted.