In the first of a series of interviews with independent schoolwear retailers on the reopening of their stores, Rachel Cookson of Petites Modes in Cheshire shares her experience.

 

Laura Turner: Did you trade online during lockdown?

Rachel Cookson: Yes, we improved our website immediately and decided on free delivery until the end of June. The website actually had an increase in sales compared to March, April and May 2019. This was largely helped by advertising through social media platforms.

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

RC: As soon as the lockdown began, we started to take steps on how we would exit lockdown. This gave us three months whilst the store was closed to get prepared. With help from the Schoolwear Association together with regular Zoom meetings with retailers and suppliers we managed to source all our PPE and signage. We also kept in regular contact with our furloughed staff, offering training and guidance ready to get them back to work.

LT: How has trade been since reopening?

RC: The first week back was excellent. It definitely felt more relaxed than we initially thought. All parents have been a pleasure and sales are up massively compared to this time last year, which is encouraging.

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

RC: It’s easier than we expected. Most families are now used to this ‘norm’ when shopping; it’s like they have had a three-month rehearsal. We haven’t needed to reduce our hours at all. We are using an appointment system and it’s working very well. The first and last hours of the day are not available for appointments via our online system in case we have key worker children we need to prioritise. This gives us an extra two hours per day, which is helpful.

 

 

LT: How did you promote the reopening of your store?

RC: We contacted all of our schools the moment we had a date to work towards, nationally that was 15 June. This message was then sent across to all parents. Social media and word of mouth have been really useful tools as has advertising through our website.

LT: What are your plans in terms of buying stock?

RC: We are still purchasing stock as per normal. We haven’t made any cutbacks at all really.

LT: How do you feel about Back to School?

RC: We’re feeling very positive about Back to School. Children need their uniforms to give them a sense of belonging. It will have been six months out of school for some. We know once our children put their uniforms back on in September, they’ll know it’s time to start learning and more importantly, that they will be back with their very missed friends.

 

Petites Modes
9 Tatton Road
Sale
Cheshire
M33 7EB