Creative director at Manchester premium indie Hervia Bazaar
Brands include A Child of the Jago, House of Holland, Jean Paul Gaultier, Pierre Hardy
You only opened in February. How was trade in your first month?
We had a really positive start. We kept our targets achievable.
Which brands are capturing the imagination of customers?
Directional designers and labels previously unavailable in the Northwest. For men, A Child of the Jago is a hit, and Hussein Chalayan and Antonio Berardi for women. House of Holland is also selling well.
Which styles are selling best?
Dresses are selling well for women, and separates for men.
What makes a successful premium indie?
Staffing and product mix have to be spot on, and the store design is imperative. For example, we’ve used salvaged antique cabinets from the Dorchester Hotel as display units for accessories. People appreciate that kind of detail.
How important is etail to you?
We have two transactional sites [one is for the business’s Vivienne Westwood franchise], and we focus on those as much as the bricks-and-mortar stores.