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Web directory to raise profile of London indies

A website directory of independent retailers in London has been launched in a bid to promote stores to local shoppers. (YLL) supports local independent businesses across the capital, from restaurants to retailers, and acts as an information source for members of the public who can use the site to find out what’s going on in their area and learn about local businesses.

On the website, each area of the capital has an editor, whose job it is to stay in touch with and promote local businesses. 

Katie Canvin, co-owner of Chelsea womenswear boutique Austique, whose brands include footwear label Aspiga and dress brand Alice & Olivia and which has had a page on YLL since its launch, said: “YLL has raised our profile in the community and it’s been refreshing to find a service that understands what local really means.”

The website offers independents control over their own store profiles, and once registered retailers can visit the online Business Members Lounge to create their page, introduce their business, upload photographs, promote special offers and add customer and supplier testimonials. To register your business, visit

Membership costs £25 for six months. Drapers readers can enter discount code YLL13 for a 10% discount.

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