Owner of two-store premium menswear and womenswear indie Eton in Sheffield and Rotherham
Brands include Boss Green, D&G, Fly53, Mulberry, Paul Smith, See By Chloé
How is trade at the moment?
It’s better than I expected. I think that’s because we have the product mix right in our stores. We launched a second store in Sheffield in October and that’s performing above target too. We have a lot of international students in Sheffield. They love British brands and have money to spend.
Which brands are selling best?
Classic British names such as Vivienne Westwood Red Label and Paul Smith. D&G is strong too.
Are you taking on any new brands for autumn 10?
Only one and that’s Fake London, which has relaunched for autumn. We used to stock it and it had a really strong, loyal following.
How is the premium market performing?
It’s mixed. People are spending a bit more confidently now but we’ve done a lot to drive trade in our stores recently. We’ve forged closer relationships with our customers. We call the top customers to let them know when new product comes in. That’s really helped sales.