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Capsule wardrobe indie opens doors

Premium independent Black White Denim, which focuses on selling classic wardrobe staples, has opened its doors in Wilmslow, Cheshire.

The 900 sq ft store in Alderley Street, which was formerly occupied by mainstream womenswear retailer Alex & Co, stocks capsule pieces in black, white and denim, described as “buy now, keep forever” pieces.

The retailer targets 25- to 65-year-old women and stocks 20 premium brands, including Rag & Bone, Acne and Current/Elliott. It also has a 250 sq ft personal shopping department where customers will be able to preview next season’s collections before they go on sale.

Owner Jo Davies told Drapers she came up with the idea at a friend’s baby shower. She said: “I filled in a quiz describing my friend’s wardrobe and when all the other mothers agreed their wardrobes too consisted solely of black, white and denim, I knew I was on to something.”

Davies added that she planned to launch a transactional website in January and would be using social networking sites such as Twitter to communicate with customers and encourage repeat visits.

Davies plans to open 10 stores over the next decade. She added that the store had reached its weekly targets but declined to comment on sales figures.

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