Retail Profile: West Stanton Store

17/02/2021

Retail Profile: West Stanton Store

After trading online for almost five years, Hannah Davis, owner of independent children’s business West Stanton Store, opened a physical shop. CWB’s Laura Turner learns more about Davis’ transition from clicks to bricks as well as the challenges of opening a new shop during the pandemic.

Laura Turner: West Stanton Store began online – what’s the story behind the business and what led you to open a bricks and mortar shop?

Hannah Davis: I started the business whilst on maternity leave with my firstborn. I had been head of press and marketing at a luxury handbag brand for years before and couldn’t switch off from work mode. I struggled to find things on the high street that I loved for my son and his nursery, so I made a little online shop for myself.

It wasn’t until going back to work after maternity leave I realised my priorities had really changed. It wasn’t for me anymore, so I left and got a part-time job locally doing a similar role. I built West Stanton Store up on the side and while on maternity leave with my second, I launched my first clothing line exclusively via the shop.

In 2020, just before lockdown, I was made redundant and set my mind on making the shop work. Lockdown was a wild ride for us, but it showed quite clearly that our current setup at home was not possible. I couldn’t grow the business or survive peak trading with our current arrangement. The choice was either to go to a fulfilment centre or open a physical shop, so we opened a store in August 2020.

West Stanton Store interior

LT: What’s the shop like?

HD: I was really lucky to find a lovely little unit in Cranleigh, Surrey. It’s next to a cafe and about two minutes from our house. The shop is little and was a bit of a state when we took it on, but I knew exactly what I wanted. It’s all white, with white shelving and white/wooden units. I then have the bright product on the walls. I also have lots of gorgeous Mustard Made lockers on display, which add beautiful colours. The exterior is an old brickworks, but the inside is quite modern and clean. There is always a scented candle going and good music playing. The shop is both child and adult-friendly.

When we have been allowed to be open, it’s been so lovely meeting customers and allowing people to see big brands up close and somewhere local. We now have people travel quite far to see us, which blows my mind. Although we have now been closed longer than we’ve been open, I have no regrets at all.

LT: What does your product offer cover?

HD: We tackle the pregnancy to around five years age bracket, with something for grown-ups too. I always have some candles and gifts from Plum & Ashby and some chocolate and Spacemasks. Also, a handful of items from British leather brand Honey & Toast. For the little folk, we cover everything from essentials to weaning, toys and clothing.

LT: Which brands do you stock?

HD: We stock brands I love, like Mustard Made, Olli Ella, Meri Meri and Maileg. Plus, British brands like Blasta Henriet, Spacemasks, Plewsy and Letterbox Lane. When I first opened, we stocked clothing from other brands. However, I found it difficult to compete with their constant discounting, so decided to go it alone and launch our own childrenswear brand.

I knew what was commercial and had an idea of what I wanted to create. Then my friend lent her incredible artistic talent and created stunning prints for me to add to the collection and it grew from there. The clothing is unisex but colourful and playful. The quality is so good it can be passed on and on, which I think is so important. Everyone is always surprised at how soft the range is, which I’m really proud of.

LT: How has business fared during the current lockdown?

HD: It’s been a rollercoaster. The shop being closed has of course been a blow to income. With the cafe next door shutting, there has been zero footfall. We aren’t on the high street, so people just haven’t found us. Luckily rent isn’t too expensive and online has covered our outgoings. Homeschooling was a gift to the business as we sell a lot of craft and home-learning products.

LT: What are your plans for the shop once you can re-open?

HD: I’m looking forward to seeing what the shop is like when it’s open all the time. We were just starting to get a name for ourselves, so that’s my aim for the rest of this year. I’ve got a new window display planned, as well as a wall display being built on one side of the shop. The lockers are all new to us too, so that should give the shop a visual boost. I’m mostly looking forward to just meeting our customers again, watching the kids play with our stock, and enjoying getting the buzz back.