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The Edit Boutique gears up for fourth store

Womenswear independent The Edit Boutique will open a fourth store and new head office next month as it bucks tough conditions on the high street.

The new 800 sq ft store will be located in Alderley Edge and will open in March.

The store has additional stockroom and office space and will become the head office for the business.

The Edit’s other stores are located in Hale, Knutsford and Didsbury. 

Penny Rawson, founder at The Edit Boutique, said business is “absolutely booming” and believes the “sky is the limit” with the right business model even in challenging times.

Cheshire-based The Edit seeks to keep prices lower than local competitors, while still maintaining a high-end feel. Last year the retailer won the award for best store design at the Drapers Independents Awards.

“Even though we look very high end we try and keep prices really low and people really appreciate that,” said Rawson. “It is a Saturday afternoon price point. People still want to shop and go out for a cup of coffee and buy something and enjoy the experience, but it is a guilt free way of doing it.”

Rawson believes part of The Edit’s success is also a result of its changing brand mix.

“I think brands really change from season to season because designers are always changing and you can’t rely on a brand unfortunately. You have to be ready to change.”

 

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