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Elle 17 and 25 Ten go online to extend reach

Liverpool womenswear indie Elle 17 is to launch a transactional website later this month to satisfy demand for its collections from customers in the south of England and overseas.

The website at has operated in a non-transactional capacity since the bricks and mortar Aigburth Road store opened in June 2008. Since then, the site has been attracting an increasing number of enquiries from the south of England and from as far away as Australia.

Co-owner Simone Patterson said: “We show all our product online and encourage people to contact the shop to check if it is in stock. We had so many enquiries we knew it would be worth the extra costs involved in relaunching the site as a transactional offer.”

Elle 17 sells brands including contemporary womenswear labels Darling and Orna Farho but has also recently signed local designers, including Claire McCullock, to produce exclusive ranges for the store. Patterson added: “We like to offer exclusive lines and I think that’s why the website has attracted so much attention lately. We are phasing out Lipsy now because a large Lipsy store has just opened in Liverpool.”

Separately, Rochdale indie 25 Ten Boutique, which sells labels such as young fashion brands Forever Unique and Elsa Haag, launched a transactional website just before Christmas in a bid to extend its reach to customers outside the Lancashire town. Owner Kelly Turner-Mitchell said the initial offer, comprising about 30 dresses, would be rapidly enlarged and that she intended to make as much of the store’s range as possible available online.

“There are some pieces that we only get one or two of, so that not everyone in Rochdale is wearing the same thing, so these won’t be put online. Some items will be online only,” said Turner-Mitchell. She added: “We’re only a tiny boutique, but we thought this needed doing.”

The entry price for 25 Ten’s website is provided by recently introduced young fashion brand Motel, at £35, with the top price about £250.

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