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Utter Nutter chases footfall down road

Young fashion indie Utter Nutter plans to relocate this year to a better site in the same road in Romford, Essex, in a bid to increase footfall.

When it moves from 93 to 51 South Street in about two months’ time, the aim will also be to offer consumers more choice.

Owner Kashif Qazi said the section of the road the shop was currently on was non-pedestrianised but the new location was pedestrianised.

“We’re doing it for footfall more than anything else,” he said. “It’ll be in the heart of Romford.”

The store, just shy of 1,000 sq ft at present, will increase to 1,100 sq ft in its new location. Qazi said the brand mix, including the likes of denim labels Nudie, Diesel and Edwin, would not change with the additional space. However, he intended to buy into ranges in more depth, stocking a greater selection of washes, sizes and fits.

The new store will feature a 16m denim wall, which is double the size of the one in the current store. The shopfit will also have an uplit bare brick wall.

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