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25 Ten relocates and takes on menswear

Young fashion indie 25 Ten is to double its retail space in Rochdale and expand into casualwear, footwear and menswear.

The Lancashire retailer, which stocks brands including Vila, Charas, Forever Unique, Project D and Motel, will move from its 650 sq ft store on Cheetham Street to a 1,400 sq ft corner site on Yorkshire Street next month. It will be sited next to lingerie specialist Chantilly and premium footwear indie Shoes by Laces.

Husband and wife owners Paul and Kelly Turner-Mitchell, who invested £150,000 in the relocation, said they wanted the store to be a “one stop shop” for customers. Kelly Turner-Mitchell said it would offer a coffee area and would stock menswear, including Italian shirt brand Claudio Lugli and Pepe Jeans.

She said: “Many women come in with their partners, so it will be nice for them to shop too.”

In June, Turner-Mitchell asked local students to create a 12-piece young fashion range for spring 11, to protect the exclusivity of 25 Ten’s offer and offset suppliers’ price hikes. The own label will launch in October and will eventually be wholesaled to other indies. It will include day and evening dresses and tops from £16 to £80 at wholesale.

Turner-Mitchell added: “I want to offer cost-conscious brands for younger women and students.”

Turner-Mitchell said 25 Ten, which has been shortlisted in the Young Fashion Retailer of the Year category at this year’s Drapers Awards, continued to perform well: “Sales are up 29.9% year on year to the end of August. This is testament to our excellent service and distinctive collections.”

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