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Ursula & Odette doubles up as etail bolsters sales

Premium womenswear indie Ursula & Odette was due to open its second store in Ingatestone, Essex, as Drapers went to press.

The 500 sq ft store, on the town’s High Street, will build on the formula developed at the retailer’s first store in Leigh-on-Sea, mixing day and eveningwear, although it will have a greater focus on footwear.

Owners Adam and Lisa Shapiro have adjusted the brand mix for the new store due to overlap with other local indies. Brands new to Ursula & Odette include L’Autre Chose and Vanessa Bruno.

Adam Shapiro said he had been scouting for a new location for a several years and had originally planned to open in London. “We didn’t want to open a new store too fast and we’ve not ruled out London, but if we had pushed ahead we might have come unstuck. In Essex, we have lower overheads and the right kind of customer.”

The store design replicates the sophisticated old-style glamour of the retailer’s first store, featuring dark wooden floors, old-style mannequins and reclaimed cinema seats. “We aim to create a comfortable, relaxing shopping experience,” Shapiro added.

The new store follows a recent overhaul of Ursula & Odette’s website, which has now been made transactional. Shapiro said the website had experienced a sales uplift of about 30% since its relaunch last month.

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