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38 Mee

9a Bartlett Street, Bath

Who you need to know

Owner Emma Mandell-Lynn (left)

Brands include Belstaff, Butter By Nadia, Designers Remix, Libelula, MiH Jeans, Pyrus, Yoana Baraschi

Keeping abreast of the womenswear boutique competition requires constant reassessment of your offer, something Emma Mandell-Lynn, owner of contemporary retailer Mee in Bath, knows all about.

Not content with a shop bursting with eclectic fashion labels, vintage shopfittings and a pricing structure from £10 up to £650, Mandell-Lynn is already looking at the emerging market trends and how she might be able to capitalise on these.

“I’ve started to notice there are more and more lifestyle boutiques appearing like ours, but I think buying habits are actually veering towards more functional pieces following the recession, so I want to reflect that,” she says.

With this in mind, Mandell-Lynn has added better-known labels such as Tibi into her store for spring 11, offering a more commercial edge to her quirky product mix.

An extremely well thought-out website - which includes an ingenious timetabled weekend guide for women visiting Bath that lists cocktail bars and places to eat - and a regularly updated beauty blog show keen attention to detail and a real awareness of Mee’s core customer.

An abundance of add-on options such as perfume, earrings, scented candles and even Indian beaded

slippers feeds into Mee’s overtly feminine message, which is beautifully reflected through the ceramic tea lights, Chinese parasols and mirrored jewellery boxes festooning the shop’s shelves. Mandell-Lynn is a strong business head behind a beautifully considered independent proposition.

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