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New categories to drive sales at Pulp

Young fashion indie Pulp missed out on £150,000 of sales owing to pre-Christmas snow, but still managed to finish the year up 12%.

Pulp, which has stores in cities including Glasgow, Manchester and Cardiff, said adverse weather in December meant the business failed to meet its sales target of 14% after snow hit trade at its Aberdeen, Bristol and Cardiff stores.

However, co-founder Ian Hopkins said he expected this year’s sales to be up about 10% as a result of the indie introducing new product categories and expanding existing ranges. It will increase its number of footwear brands in the spring from two to eight.

Hopkins said: “We haven’t decided which brands we will be taking in yet. It’s due to customer demand. Customers come in and buy a T-shirt and a hoodie but they can’t really buy into footwear. We have seen strong sales for our Iron Fist and MacBeth footwear ranges so it is a logical expansion.”

The footwear offer will be increased in the majority of the retailer’s stores.

Pulp, which stocks clothing brands such as David & Goliath and Criminal Damage, will also move into jewellery and cosmetics in the spring. It is also looking to boost its denim offer.

“We offer jeans from Criminal Damage and we’ve seen strong sales over the past year,” added Hopkins.

Pulp, which first opened in Nottingham in October 2008, was set up by Hopkins and his friends Andrew Martin and Stewart Ebbins using private funds. The business is looking for £5m investment to expand into a 50-store chain within three years.

Hopkins, who has been looking for funding for more than six months, is in discussions with four undisclosed private equity firms. He is hoping to close a deal this spring.

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