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Boudoir Femme grows into bigger store

Cambridge indie Boudoir Femme will double its store space and bring in a selection of new brands when it relocates later this month.

The contemporary womenswear indie is moving from its store at 18 King Street to number 2, increasing its floor space from 260 sq ft to 534 sq ft. The new store will open on January 25.

Owner Pippa Sandison said: “One of the reasons for moving is it is the first shop on the street and is next to a very popular restaurant, so we’ll get lots more footfall.”

She added that the move would enable Boudoir Femme to increase the number of brands it stocks as well as providing an opportunity to increase turnover.

At present, Boudoir Femme stocks brands including By Malene Birger, American Vintage and Handwritten by Tanya Sarne, and will add Selected Femme, Tara Jarmon and Ann Louise Roswald for spring 12. Sandison will look to add to her offer  again for autumn 12.

Sandison held focus groups with customers to find out what they wanted before relocating. Shoppers liked the current look, so the interior has been updated for the new store rather than overhauled. It will feature vintage fittings and Vivienne Westwood rose wallpaper.

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