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Laura J eats up Lollipop to promote own label

Young fashion footwear boutique Lollipop has been rebranded to Laura J to capitalise on the name of its own-label footwear brand.

The London business opened its footwear store in Islington in 2006 and sells brands including Chie Mihara, The Jackson Twins and
Miss L Fire.

The Laura J label was introduced in August last year for autumn 08 and is also available at wholesale. It has 12 accounts in the UK and the Republic of Ireland.

“Due to the launch of our own line, we wanted to strengthen the brand and we thought it would make sense to rename the store,” said a spokeswoman. “Laura J is the bestseller in store and by changing the name [of the store] it promotes it even more.”

The shop also hosts a vintage concession by fashion business Umi & Co, which sources high-end vintage labels from Paris and other places from around the world.

Laura J is in the process of organising a monthly shoe-swap event to promote the newly named store. “We are going to make the event really kitsch,” said the spokeswoman.

“We are going to have teacakes and Pimm’s and we have a couple of vintage shoe sellers coming down. Entrants will pay £1 to enter and must bring at least one pair of shoes to the swap.”

The first shoe swap will take place on May 14 at the Laura J store.

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