Ashton-under-Lyne men’s young fashion indie Room 14 has launched a transactional website and shelved plans for a second bricks-and-mortar store.
Room 14 co-owner Rowan Hines said it had been a toss-up between opening a second store or creating the online shop. “We sat down about 18 months ago and thought that having got the first shop established, it might be a good time for a second shop,” he said. “But when we looked at the figures we realised this would not mean double the sales, so we decided it was time for a website.”
Hines said that getting the site, www.room14menswear.co.uk, up and running had cost about £14,000, money that had been set aside for opening a second store, and that he hoped to see a return on the investment within the next 10 months.
He said the level of return would depend on the success of a website marketing strategy that will use local press and social networking sites.
Hines said: “We knew when we launched the site a couple of weeks ago that we’d only done half the job, and that the marketing part was a massive bit of work still to be done.”
He added that he was looking for brands that can be sold via the website but not necessarily in store.
Room 14 was established in 2005 and stocks a range of young fashion menswear brands including Religion, Superdry and Junk de Luxe.