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New teen indie launches

Drapers Independents Awards judge Bobby Lane, his wife, Vicky Lane and business partner Lisa Wise, have launched an independent store aimed at teenage girls on Borehamwood High Street in Hertfordshire. 

Spotting a gap in the market for well-fitting trend-led clothing aimed at 12-to-18-year-old girls, the 800 sq ft DressWise store stocks brands including So Nikki, Cheryl Kids and Paper Crane.

Dresswise has also launched a non-transactional website, as well as Instagram, Facebook and Twitter profiles. 

Lane, a partner at accountancy firm Shelley Stock Hutter, said: “Teenage girls are going to events such as proms but don’t want to wear old-fashioned ball dresses – they want to look cool and on trend, while their parents want something that fits and is appropriate. That’s what we aim to do.”

A second Dresswise store is planned towards the end of year in a busy high street location with a family-orientated demographic.

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