North Yorkshire indie Bunty & Co is rebranding and relocating its retail arm following the success of its clothing own label. From the end of summer, the shop will be known as Paper Doll. The clothing range will retain the Bunty & Co name, with the boutique effectively acting as a stockist.
Owner Nicola Scott told Drapers she wanted to better distinguish the two arms of the business after the womenswear range - comprising tops, hoodies, dresses and bags, and worn by the cast of The Only Way Is Essex - had “really taken off”.
The business is also moving one unit up from its current location on Market Place in Pocklington near York, taking a property that has more space in the back room for dispatching the clothes.
Scott said: “At the moment we think it’s a little bit confusing - the rebrand will make sure the boutique and clothing range are kept as separate businesses. The move will give us more space for packing and ticketing up as we are selling more to independents.”
Both the rebrand and move are expected to be complete within a month.