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Savvy buying boosts The Dressing Room’s scarf sales

Womenswear indie The Dressing Room has reaped the rewards of its partnership with Danish accessories brand Becksöndergaard after sales of the scarf specialist soared more than 500%.

Owner Deryane Tadd said she made a “leap of faith” with the brand having noticed a trend for shoppers to update outfits through new accessories.

For autumn 12, The Dressing Room upped its Becksöndergaard order fivefold and now has the UK’s largest selection.

Tadd created a dedicated area for the brand in the St Albans boutique, and as a result has sold more than 400 items since the start of September – a 523% rise in sales on the same period last year.

Tadd expects scarves and leather bags to keep selling well. “Becksöndergaard hits it at the right price point,” she said.

The Dressing Room, whose tie-up with the brand sees it buy substantially more stock in return for press and PR support, will exhibit as Becksöndergaard at the Spirit of Christmas Fair show at London Olympia on October 30 to November 4.

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