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Lynx shoppers stamp into Penny Black shop-in-shop

Premium indie Lynx Womenswear in Harrogate experienced its best trading month in 25 years following the launch of a shop-in-shop for Italian brand Penny Black in March.

The store saw a 13% month-on-month uplift in sales in March after the opening of the UK’s first 1,000 sq ft Penny Black shop-in-shop on March 6 and a launch party to promote it to shoppers on March 18. The week following the opening was also the strongest sales week since the store opened in 1985.

Owner Guy Hudson said: “We’ve sold Penny Black for 25 years and it has always had a sell-through percentage in the high 70s so we knew it would work.”

Lynx, which also stocks brands such as Nicole Farhi and J Brand, reclaimed space it used to rent to another business to create the shop-in-shop. The store now has 25% more retail space, taking it to 4,000 sq ft.

“We’ve added a new staircase at the back so customers now circulate around the whole store, which has boosted sales,” added Hudson. “The shop-in-shop is performing ahead of target but it has not taken away from the rest of womenswear, which is still meeting sales targets.”

The Penny Black shop-in-shop was designed by the brand’s architects and follows the style of its Milan flagship.

Lynx also has a menswear store in Harrogate selling brands such as CP Company and John Smedley.

Readers' comments (2)

  • Thierry Bayle

    I think this is a great concept. The French Outerwear company HAVREY does the same with retailers and sales are grown exponentially. It does work. It respects the image and brand identity and retailers are happy. A win-win solution. This is why agents and retailers are happy to push for such solution for the benefit of the brand. If anyone wants to discuss the Havrey concept, feel free to call.
    Thierry Bayle - Management One 07939 250 381

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  • That is a little cheesey isn't it (Thierry, not the article!)

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