Pick of London's independents

For all the doom and gloom, the recession has inflicted on even the most diehard shopper and the steep plummet in retail figures over the past couple of years, ground is indeed fragile for Britain’s savvy shopkeepers. However, 2011 seems to

be a sign of good things to come. For, even where small, independent retail business’ suffered at the hands of ecommerce mania and spending cuts, research shows a growing confidence as more small stores are starting to invest again in capital projects.

‘Over the past year we have seen small business’ hunkering down. They have been unsure of how the economy was going to develop so their requests for finance have been for things like stock and marketing; they have been wary of investing too heavily in the big capital purchases,’ says Richard Morley, director of BCA. ‘However January has seen an increase in business’ applications for advances and a 56% rise year on year.’ And the company has now injected 5million pounds of cash into over 400 small retail outlets. Its good news for the independents, who in tough times fare much harder than their big boy counterparts.
This past fashion week, the standing and customer loyalty towards cutting edge, fashion boutiques has proved stronger than ever with figures flourishing.
 
FashionUnited picked out some of London’s must visit independents.

Beyond The Valley is a label and a store, founded by Central St Martins’ graduates, Kate Bonhote and Kristjana Williams and situated off Soho’s ‘cool’ Carnaby Street. An innovative and unique space centred around showcasing new talent, Eran Leon, head buyer, says business is expanding. ‘Beyond the Valley stocks brands you can’t find anywhere else. Customers know that so they keep checking in regularly to see what’s come in. We are looking at a new generation of designers.’ And these ‘ones to watch’ both from Britain and internationally, include Lost at Sea, FINSK, Fiona Paxton, and Oooms. ‘I think the key to our success and the reason we have survived the almighty recession where others haven’t is because we are so niche. We also have our own online store now if customers are the click buying type,’ continues Leon.
 
Darkroom, situated on chic Conduit Street, curates an eclectic mix of high fashion, interior and lifestyle accessories alongside bi-monthly art and sculpture exhibitions. It’s a novel idea on a concept store, which is again proving to be a unique selling point. Primitive art, textiles and jewellery, sit alongside the main collections, which adds an intriguing twist to the meticulously picked pieces – Borba Margo bags, DMK glassware and solomia ceramics. And the décor isn’t run of the mill either – a completely black- walled space.
 
Or on the east side of town, Labour of Love, is a one-stop shop for everything from clothes, shoes, jewellery, books, music, furniture and illustrations. Beyond distinct, you will find pieces from Peter Jensen to Louise Amstrup and a seagull stuffed with pearls in between. A spokesperson says the key to their success is simply that they don’t champion specific brands, ‘if it’s good enough, we will find space for it.’ Another cutting edge, East London, boutique earning acclaim is My Sugarland. Founded by celebrity stylist, Zoe Lem, pieces are sourced from around the world, with a stylist’s touch for finding those pieces you won’t necessarily see anywhere again. And if in doubt of your own sartorial choices, clients can book an appointment with Lem herself to put together some flattering looks for you. It’s a destination place for the ultimate customer journey; look out for Olivia Rubin, Alice Palmer, PPQ.
 
And if you are a chic, art-meets-fashion type who prefers the Notting Hill vibe, Wolf and Badger is the name to know. Promoting over 70 independent brands, the boutique sees themselves as a ‘launchpad for emerging, young talent to receive business and creative support.’ Owned by handbag designer, Zoe Knight, and her partner art gallery owner Sam Ceric, the welcoming and well fitted interiors, attract the in the know for designs from the likes of Braille, Tosha and Huxley.
 
And the future for independent retail?

‘Our store is so visually pleasing,’ continues Leon, ‘I think people will always want to come and have a look rather than just shop online. And we are proud to be shortlisted for the Best Independent Shop in Britain by the Telegraph magazine.’ Long live the independents.

Photos: Beyond The Valley and Labour of Love