Gloucestershire womenswear indie Sassy & Boo has expanded into a third store after its owner adapted buying patterns to boost sales.
Owner Alison Townshend already runs a store in Margaret’s Buildings on the outskirts of Bath and another in nearby Tetbury, but has taken advantage of favourable rents in central Bath’s Milsom Place development to bring her vintage-inspired offer to a younger market via a new 550 sq ft store.
Sassy & Boo specialises in one-off vintage pieces, which Townshend mixes with brands that have a vintage look, including Blank, The Branch and Baby Ceylon.
Over the past year, the proportion of genuine vintage items has quadrupled to constitute almost half of the offer, boosting sales in the tough climate. Townshend said: “We’ve also brought in some brands with lower price points. We added Darling in spring 09 and it quickly became our bestseller. People hesitate far less over a £60 dress than a £250 one.”
The Milsom Place store has also broadened Sassy & Boo’s target market. Townshend added: “Bath is a tourist town so we knew a city centre site would draw in people who don’t go to the outskirts. It’s already busier than either of the other stores and the crowd is slightly younger.”
However, there are no plans to close the original Bath store in Margaret’s Buildings. “I hope we’ll always keep it,” she said.