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Guilty opens third store after posting profit rise

Edinburgh-based womenswear boutique Guilty has opened its third store, in Perth in Scotland, after posting a 10% rise in sales to £100,000 this year.

The retailer has also hired a concession manager from upmarket department store Harvey Nichols, as it looks to expand the business further.

Amanda Murray, previously concession manager for Harvey Nichols, joined the retailer six weeks ago as operations director.

Murray said: “The independent market is fantastic and really exciting to be in. That’s the way the market is leaning and that’s what really attracted me to the business.

“We don’t slavishly follow trends, but offer unique, seasonal product with a personal approach. This is what the customers want and is something that the high street stores don’t offer. We also put a lot of work into building long-lasting relationships with customers.”

The new Guilty store on St Johns Street in Perth stocks womenswear brands such as Sticky Fingers, Bandolera and Nougat.

Guilty, which has been trading for 14 years, also has stores at Morningside Road and Stafford Street in Edinburgh.

Murray said Guilty has started to offer new initiatives, such as a one-on-one personal styling service, where customers can have a glass of wine and shop at their leisure. They can then request to be served by the same person on their next visit.

She said: “The key to success in difficult times is to really listen to your customers and what they want. We are buying specifically what our customers are demanding, and being very measured in our buying.”

Murray added that the retailer would look to stock up to six new brands next year, but declined to reveal names.

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