Life After Lockdown: Small Stuff UK On Reopening

26/06/2020

Life after lockdown: Kidswear retailer Small Stuff UK on the process of reopening

In our series of interviews with independent childrenswear retailers on the reopening of their stores, Hellen Stirling-Baker, owner of Small Stuff UK in Sheffield, shares her experience.

Laura Turner: Were you able to trade online during lockdown?

Hellen Stirling-Baker: Yes, thankfully we already had an online store set up. It was a bit of a mad rush getting all the stock up to date and online. However, once we were up to date, we were ready to go. Demand has been very high online. It was a great opportunity to really get our brand out there nationally – and internationally, as we had a fair few orders from the USA too.

LT: What measures did you put in place before reopening?

HS-B: The store looks very different to how it did previously. We used to have a well-used reading corner, play space, and a community space for children’s groups. This is alongside a FIKA space to have a hot drink and a yummy treat, but we’ve removed this space in the short term.

Small Stuff now has a super fun sanitiser station, rainbow floor markings, stock spaced out along a one-way system and a clear screen by the desk.

LT: How was your first week back trading?

HS-B: Amazing, actually. We have the most wonderful, loyal customers that have been desperate to get back out and visit the shop. The first day we opened on 15 June I was welcomed with so many friendly faces. People have stuck to the rules and they’re patient with the new ways of shopping; they are really enjoying connecting with us and all our lovely products again.

LT: How are you finding the practice of social distancing in-store?

HS-B: There are loads of ways to shop with Small Stuff now. We have reduced the days we open to three instead of six (Monday, Thursday and Saturday). We offer personal shopping appointments on the days that we are closed to allow people to safely shop without interruption.

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I now also offer a free collection service from the shop for online shopping and national shipping is still only £2. I think it’s great that we can provide so many different shopping options at Small Stuff and the feedback from customers has been amazing.

I spent weeks thinking out the customer journey, both online and in-store, to make sure it’s safe, calm, fun and not too clinical. It has really worked out well.

LT: Do you plan to do any buying this season?

HS-B: I am absolutely going to be buying, although it will look a little different. I want to focus on seasonless collections moving forward and think about becoming more circular as a business. I’m about to start working with a really exciting brand and I’m feeling very positive about the future.

LT: How have you been promoting the reopening of your store?

HS-B: Social media has been a massive drive for Small Stuff over this difficult time. I have continued to communicate all our changes via Instagram, Facebook and Twitter. I have also been taking press opportunities where I can, which has been amazing; from being featured in The Telegraph to being invited on BBC Radio 4 and BBC Radio 5 Live.