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Elaine Johnson

Owner of mainstream womenswear indie Eclipse in Dulwich, south London Brands include Ascot, Bailey, Missoni, Ted Baker

How is trade?

It’s been quiet. However, we had a really good December when there was all the snow and flooding. As a lot of stores were closing due to the snow, I persevered, stayed open and it really paid off.

Are you on Sale at the moment?

I do have a few Sale items in store. However, with the type of shop we are and the type of customers we attract, Sales don’t tend to do very well. I find that as soon as the Sale sign gets taken down trade really picks up again, so I’ll be taking it down this afternoon. Everyone just wants to see the new stock. People are tired of the old winter clothing.

What challenges will you face in 2011?

The VAT increase is an upcoming challenge. However, we are bringing through some more affordable labels.

Are you introducing any new brands for autumn 11?

I don’t know yet. We are bringing in a brand new collection. I won’t say what it is yet but it will fill a massive gap in the market and it has a lot of potential.

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