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Shopwatch: MMW

For surf & turf: Lifestyle boutique MMW’s debut store in Newquay is swelling the horizons of surfwear.

Nestled on the picturesque north Cornish coast in an old wrecker’s cottage near Newquay, lifestyle independent MMW’s innovative shop design brings a global flavour to the seaside town.

The shop was opened by owner and buyer Michelle Walsh at the end of the summer, launching online at the same time, and has already become a destination store. Walsh - whose middle name is Marie, hence the store name created from her initials - has a proven track record in buying for independent retail, having previously run kidswear store Notsobig in Highgate, north London, from 2000 until 2004, when she left to indulge her love of sea and surf.

The 500 sq ft MMW store was created by design group Brinkworth and is located within the Revolver Surfing Emporium - a surf shop which also has its own clothing label - on Fore Street. Inside customers will find a beachy theme in keeping with its surroundings, albeit combined with global influences. Original Japanese boros (patchworked textiles traditionally made by peasants) hang among surfboards adorning the ceilings and walls, while hand-dyed scarves and shibori (a Japanese tie-dying technique) kits are also for sale.

The womenswear offer ranges from a £30 Seea Solimar bikini bottom to £250 for a Gloverall yellow toggle rain jacket, while men’s prices start at £35 for a basic T-shirt, rising to £170 for a Revolver Indigo shirt. Home and interior pieces are also sold here, giving the store a lifestyle feel.

As well as the transactional website, MMW is hatching plans to open more stores next summer. For now Walsh’s lips are sealed on where these will be, but she has confirmed they will take the form of pop-ups and will be announced on the business’s website in due course.

With its quirky design and a carefully chosen brand edit that combines global finds with locally sourced product, MMW looks set to create a tide of interest on the Cornish retail scene.

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