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‘Stores have to travel a hard road to achieve their goals’

Ellis Walsh, Store manager of streetwear indie Commonn in Northampton

I’ve been with Commonn for close to two of its three years in existence. Only now does it feel as though we have a solid platform for our ideal brand mix and direction. It’s not been a planned or structured journey to get where we are, but one that has almost carved out a route of its own accord.

In order to progress as a business and a store, we’ve been required to deviate slightly from previous ideas and step marginally out of our comfort zones. Some of these risks or deviations have been master strokes that have played out far better than we could have imagined, while others could have buried us.

The sometimes unexpected routes we once had to take, which took us very close to the edge, have all but disappeared. We are now left with some breathing space to plan and to achieve what we have in mind.

It has taken perseverance and the ability to adapt to things that were never in our plans. However, we’re now in the position to execute concrete targets, rather than just focusing on keeping our heads above water. With this in mind, if I could tell the person I was two years ago something, it’d be to not view an unexpected hurdle as a setback, but as growing pains, which are a side effect of the natural progression of
a young concept.

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