Footfall at contemporary womenswear indie Marmalade has increased more than threefold since it moved to a new, more central location in Axminster, Devon, and rethought its brand mix to target a younger customer.
Marmalade relocated to the central West Street site at the end of January from Chard Street, where it had been trading since 2005.
Manager Lucy Whittaker said: “We needed to do something because we were too far out of town and people weren’t finding us.”
The new 1,800 sq ft store is smaller than Chard Street’s 2,000 sq ft. However, the new store is split over three floors. Younger brands, including Traffic People, B Young and Ya Ya sit on the first floor for spring 10.
Owner Lisa Fifer said: “Having more than one floor means we can segregate our labels into different categories with age-neutral basics from brands like Great Plains and Fransa on the ground floor, directional trends on the first floor and evening and occasion wear from labels such as Aftershock on the second floor.”
Marmalade will also launch a transactional website in March. Whittaker said: “Our sales were hit by the snow at the end of last year and a transactional website will help to offset that kind of thing.
“We’ll also have fun features including an online model you can dress to put an outfit together before buying,” added Whittaker.