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Sue Ashworth

Buyer at contemporary womenswear indie Lynx Womenswear in Harrogate

You opened a shop-in-shop for womenswear label Penny Black in March. How is that performing?

It has surpassed our expectations. It accounts for about 10% of our business, with a sell-through of 80% or sometimes 90%. The specialised space creates a boutique feel and makes the brand look expensive, so our customers are pleasantly surprised when they see the price tag.

How is trade in the rest of the store?

We’ve had a fantastic season, sales are up on last year. Our customers know we stock brands that no one else does.

What new brands are you introducing for spring 11? We’re looking forward to introducing BCBG Max Azria and Acne. We’ll also be open to new brands we see at shows such as White in Milan and Prêt à Porter in Paris.

What brands and categories are selling well?

T-shirts sold well during the hot weather, as did smart day dresses. MaxMara and Sportmax dresses have sold well, as has occasionwear.

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