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Equa revamps store and relaunches its website

Ethical independent retailer Equa has refurbished its London store and relaunched its website in a bid to cement its style credentials.

Equa, which is based in Camden Passage in north London, has also introduced new brands for autumn 08, including Noir, Fin and Julia Smith, which sit alongside established brands Wildlifeworks, Terra Plana, Edun and Made. New lingerie labels for this season include Eco Boudoir and Enamore.

Equa owner Penny Cooke said the £10,000 refurbishment programme, which included a new logo, was designed to position Equa as a more high-end retailer.

“The old logo was more ethical looking, whereas the new one has a more sophisticated feel,” said Cooke.

The relaunch coincides with Equa’s third birthday this year and sees the business move away from their blue colour palette to a mixture of pink, grey and red.

Grey walls are offset by pink glass counters and pink silk curtains in the changing rooms. The store has also been redesigned to feature more hanging space on the shop floor.

Equa’s transactional website has been redesigned to reflect the new look and feel of the store. “We have better images on the website, which has a cleaner look,” Cooke said.
She added that sales were up on last week. “Trading is OK. We’ve seen less impulse buying.” Cooke said. “At the moment, the downturn is not affecting us too much.”

Cooke added she was planning to open more stores, with a second shop pencilled in for next year in London. “We want to expand, starting in London first, but we have to wait and see how the market develops,” she said.

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