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Women’s young fashion indies in bespoke push

Bespoke services are being added by women’s young fashion indies to give them a point of difference in an increasingly competitive market.

Liverpool indie Cello Boutique has inked a deal with womenswear designer Kelly Seels to create exclusive pieces for the store and has also expanded its own-label collection, AnniLou, and given the collection more space in its store, which relocated from Birkenhead to indie hub Cavern Walks in Liverpool last month. Cello Boutique has also launched a made-to-measure service for AnniLou in a bid to service Liverpool’s demanding young consumer.

Cello Boutique, which also sells brands including Charas, So Couture and Obi, moved to indie hub Cavern Walks in Liverpool from nearby Birkenhead last month.

Owner Louisa Kelly, who has also been a stylist for TV soap Hollyoaks for 14 years, said she launched a made-to-measure service when she moved to Cavern Walks to cater for a more demanding consumer who had grown tired of high street brands.

Meanwhile, Stockport-based Modiste, which sells young fashion labels including Mina and People’s Market, alongside contemporary brands such as Fever and Darling, plans to expand its made-to-measure service after demand soared in recent months.

Co-owner Sue Day said: “We’ve offered a made-to-measure service since we opened but never pushed it. Demand has grown through word of mouth so we’re going promote it.”

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