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Plume Boutique takes flight to bigger store

Womenswear independent Plume Boutique is to move from its 500sq ft store on Cookham High Street in Berkshire into a new 700sq ft double-fronted unit on Station Road in nearby Marlow in Buckinghamshire.

Plume Boutique opened three years ago and will open the new larger store next week. The relocation has allowed the store’s owner, former magazine stylist Gemma Fox, to achieve the first part of her five-year growth plan.

Plume Boutique’s Cookham location is a converted 200-year-old cottage, but the new location will be open plan. Fox said: “I’m only moving three miles away and the customers are already very excited. The move allows me to up the brand mix and we have a big open space so I can fit more in there. My three-year goal was to move into a bigger unit and my five-year goal is to open a second store, maybe in Henley-on-Thames or Beaconsfield in Buckinghamshire.”

Fox, who has worked as a freelance stylist for a number of titles including The Daily Telegraph and Easy Living magazine, offers a personal styling service as part of the shopping experience at Plume Boutique.

“The service increases confidence among the customers,” she said. “I buy with them in mind. I have customers who are looking to update and I help them edit their wardrobe.”
Plume’s Boutique’s internet offer at is also growing month by month and contributes 10% of the retailer’s total sales. It launched a year ago.
By Malene Birger is the best-selling brand on the website and search engine optimisation is driving traffic to the site, added Fox.

“We appear under Net-a-Porter and My-Wardrobe on the Google listings for online fashion boutiques, so we are gaining in popularity. We are dressing women in a feminine and flattering way, keeping in touch with trends and personal style.”

Plume Boutique has added a number of new brands for autumn, including womenswear brand Antik Batik and denim label Joe’s Jeans.

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