Monday, 29 November 2010

25Ten Boutique adds Menswear

Fashion Rambler was invited to a little do in Rochdale to celebrate the relocation of a local ladieswear indie, 25Ten Boutique, and their recent inclusion of menswear!

After getting totally lost on Broadway and having to navigate the hills and car parks of central Rochdale I eventually dumped the car and arrived, fashionably, an hour late!

The new store sits prominently on the main high street that skirts the town's main shopping centre. The move has enabled substantial growth opportunities for the boutique that has see year-on-year sales increase 29.9% from 2007 to August this year. The success of the store, that was once tucked away on Cheetham Street, is undoubtedly down to the couple who own it and their relentless publicity and drive. The store has been featured in national press for: World Cup initiatives and celeb customers, is one of only 20 Project D by Dannii Minogue stockists and is working on an own buy collection designed by local students, to be unveiled at PURE in London next year.

It's all go!

Still, my focus is menswear and I got to ask the pair a little about their new venture whilst having a glass of pop in the spacious new store on Yorkshire Street.

Fashion Rambler: What enticed the brand to move into Menswear?

The Turner-Mitchells: Although we've established ourselves as the first port of call for young women in Rochdale looking for something distinctive and stylish, feedback from our customers suggested that their other halves were looking for more choice in menswear. On our high street there's not a lot of variety for men. If you want to stand out from the crowd your only choice is to spend a lot of money on top designer brands. 

The response has been really positive with men from across the age range telling us how pleased they are to have some more choice. The problem with men's clothes is that you sometimes have to really look hard to create an outfit that expresses your individuality. 

FR: Why did 25Ten invest so heavily in the Lambretta label? 

TM: Lambretta is a fairly iconic fashion label whose diversity has stayed close to its roots and heritage, while keeping up with the latest trends to maintain its popularity. In the Autumn/Winter 2010 collection we have focused mainly on knitwear and dress shirts, the styles of which should suit the type of customers we are looking to attract. The response so far to the collection has been extremely positive.

Good luck to 25Ten Boutique! For more of this interview click here


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