Urban Industry, the premium streetwear independent, has shut its store in Eastbourne, East Sussex, to focus on its web arm.
However, a quarter of the warehouse space has been given over to a boutique, which is open to the public, where shoppers can browse the online offer in person and try products on and make purchases.
Urban Industry director Daniel King said: “We’ve had a store in Eastbourne for five years and web store for four and a half. Since we started, our web sales have gone through the roof, so we decided to concentrate on total web development.”
To keep a bricks and mortar presence, it created the new boutique in the warehouse.
The plan has halved business costs, King added. Although the retailer has now lost passing trade, he said the destination store lured more serious shoppers who bought more product.