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Penny Dowling

Penny Dowling Owner of ethical womenswear indie Equa in Islington, north London

Brands include Komodo, Monkee Jeans, People Tree, Terra Plana, Veja

How is trade at the moment?

It’s pretty good. We had a very good summer followed by a quieter autumn, but sales have started to pick up again and we are looking forward to a good autumn season.

Which brands and categories are selling best?

We’re selling more footwear at the moment, with Terra Plana being very popular with our customers. Light cotton knitwear is also a best-seller. The most popular clothing brands are People Tree and Komodo.

What is the biggest challenge you face over the coming year?

Maintaining our customers and making them feel that the price they are paying is worth the quality of the products. We want them to feel they are investing in more ethical and certainly higher-quality products.

Are you planning to introduce any new brands for spring 11?

We’ll be introducing new brands that are on the same mid-level price bracket our customers know us for, such as Misericordia and Kolam.

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