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Soletrader, 31 Churchill Square

An average performance across both product and store environment.

Looks 6

A sea of brown and black men’s formal and casual shoe styles greets the customer on entering this store, making for an underwhelming opener. Elsewhere, white hybrid trainers from the likes of Vans, suede ankle lace-ups by Fred Perry and brown hybrid trainers from Paul Smith add interest to an otherwise boring range. The retailer stocks Rocket Dog which is a fun and funky brand, but the women’s buy here is predominantly brown and black shin-length boots.

Experience 6

Women’s footwear is at the back of the store but the shopfit feels too masculine. The music is calming but the store lacks energy and the whole experience feels average. Staff seem friendly but no one offered to help.

Value 6

Restricted by brands’ RRPs to a certain extent, the pricing feels fair and the architecture is good, with brands like Ugg Australia, Converse, Rocket Dog and Dr Martens all serving the younger end of the market while Paul Smith caters for those with more disposable income. Paul Smith white lace-up men’s plimsoll styles are £69.99 while brown versions with retro suede and leather panels come in at £94.99. Black canvas women’s Blowfish five-button shin-length boots are £59.99.

Score 18

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