CWB speaks to independent retailers about their plans for a/w 24 and the factors shaping their buying decisions.
Jane Attard, owner, Hopscotch Shoe Boutique, East Molesley, Surrey
“Looking at a/w 24, I will be reviewing current brands and styles as I have had a few different requests this year. For example, lace-up ‘DM style’ boots for girls have been very popular again, but we have also seen many younger girls with larger feet who would like something a bit more feminine − maybe a lighter, more flexible Chelsea Boot. Another request is for barefoot children’s shoes, so I am on the lookout for those. Customers are also becoming more aware of where products originate, so brands made in Europe are a big seller for us, and sustainability is massive at the moment, so any brands using recycled materials are top of my list. I always do a big forward order, as sometimes it’s very difficult to top up mid-season. However, Geox has a great system now where you can order kids’ shoes mid-season quite easily, which has been great and certainly helps financially. Every few seasons I will take on a new brand and drop or reduce one that’s not selling very well. Sometimes this is because they have become too expensive, or just because the style isn’t popular. My core brands have been with me for many years, so at present I am not intending to change or replace any. I will look for new products – barefoot, for instance – within the brands I currently stock, as I have a good relationship with the suppliers.”
www.hopscotchshoeboutique.co.uk
Gayle Blair, owner, Willow Boutique, Stockbridge, Edinburgh
“My core age range for baby and toddler clothing is from newborn to four years. I have recently decreased the amount of toddler clothing because I realised that I sell a lot more babywear, so this is where I need to focus. It is important to me to provide sustainable brands that have comfort and durability as their main concern. I usually stick to the same brands year in, year out, as they sell well for me and it keeps the ranges consistent with customers. The split between my forward order and in-season buying is about 50/50. My bestselling brand, Blade & Rose, requires topping up throughout the year, although it also has a Christmas range that is ordered in advance. In terms of trade shows, I plan to attend Top Drawer and possibly Scotland’s Trade Fair in January.”
www.willowboutique1.co.uk
Beverley Rafferty, owner, Koast, Okehampton, Devon
“The main focus for our autumn/winter buying will be continuing to stock our core brands and looking for sustainable clothing. Koast stocks clothing from newborn to adult. We used to stock up to age 16 years on certain brands, but we have increased this to adult sizing as kids are getting taller and their feet larger, so we are accommodating this. We are always listening to our customers and if there are gaps in our range we will look to fill them, whether it is new products, new brands or increasing our size ranges. Approximately 90% of our buying is forward order and then we top up on strong sellers in-season.”
www.koast.co.uk
Rachel Davies, owner, Pitter Patter Kids, Lees, Oldham
“We sell children’s shoes at Pitter Patter Kids and will focus on waterproof boots, on-trend styles and wellies for autumn/winter. We split our buying 50/50 across forward order and in-season and all our brands are sustainable; it’s why we choose them. We are happy to try new collections, but we are loyal to the brands we have worked with for years and those our customers love. We stock sizes from pram to adult 5/6 or 10 in school shoes, and we are starting to introduce an occasion and women’s collection. To do our buying, we have in-shop visits and attend showrooms. There is too much to see and discuss, so it’s better to keep it focused.”
www.pitterpatterkids.co.uk
Sarka Walker, owner, Little Children’s Clothes and Toys Boutique, Ross-on-Wye, Herefordshire
“I stock childrenswear from 0-3 months up to 9-10 years and will be looking for organic cotton clothes only this season, as I love the ethics, quality and colours. I have been with Frugi since it started, but in the last few years I have discovered so many organic companies, such as Ducky Zebra, Toby Tiger, Piccalilly, Duns and Villervalla. My main focus is to keep this going but increase the choice for younger kids. I tend to place my orders online as I am a one person, little Aladdin’s Cave shop, so I’m not sure if I will be attending any trade shows.”
www.littlechic.co.uk
Annette Evans, Doodlebug, Wetherby, West Yorkshire
“We have a core set of sustainable brands that we stock every season, but we also try to source new brands to ensure that we have great options for our customers. My key focus this autumn/winter season is to source brands that offer neutral, plain designs in muted colourways – we have definitely seen an increasing demand for neutral colours for babies. The split for my buying is about 60% forward order and 40% in-season, which allows flexibility and ensures that stock is constantly refreshed.”
www.doodlebugkids.co.uk
Loraine Miller, owner, Kiddiewink Boutique, Dalry, North Ayrshire
“For autumn/winter we will be sticking with our most popular selling brands like Blade & Rose, Mintini and Spanish brands such as Calamaro Baby. I will also be looking for new and unique brands, concentrating on the age group of newborn to 10 years. I do stock up to 13-14 years in some items, as kids are all different shapes and sizes no matter their age, but I find it’s harder to sell stock above 10 years. Customers are definitely spending less and due to this lack of disposable income I will look for affordable brands, but I won’t compromise on quality. I’m always on the lookout for something new, different and fresh, and I like to range different brands to other shops around my area to keep my offer competitive. For instance, Blade & Rose isn’t stocked in any stores near me, or in many stores in Scotland, and I find it is one of my most popular brands. It is always a bit of a risk to stock labels customers haven’t heard of, but I have found that customers trust the quality of my products, shop and brand. They love what I pick for them so they all give it a go, which keeps me in business during this turbulent time. There are other areas that I am looking to expand into in the future, but for now I will stick with what I have until the economy picks up and our business sees the other side of it. In terms of trade shows, I am hoping to attend INDX Kids in January.”
www.kiddiewinkboutique.co.uk
Kelly Bowers, owner, Jump Shoes, Gosforth, Newcastle upon Tyne
“At Jump, we tend to go for waterproof shoes for this time of year, as they are more durable and practical. We stock a range of shoes that have different fits as well as different styles, so everyone has a choice. We like to give our customers their regular favourites − our popular brands are Camper, Froddo and Lurchi − as well as a few new things to look at. As the majority of our brands are European, we get them ordered ahead of the season so they can all be made. We then order top-ups throughout the season when needed. For clothing and accessories we usually order in-season, as they don’t take long to arrive. We try to go to most trade shows and have some planned for the start of 2024, but we also do some orders through catalogues and B2Bs.”
www.jumpshoes.co.uk
Mary-Jane Higginson, owner, Buttercup, Whitstable, Kent
“Autumn/winter buying for us at Buttercup tends to focus more on gifts and toys, as it’s that time of year. We also increase our supply of beautiful and cosy baby handknits, which are made from a merino yarn and merino cashmere mix here in the UK. We stock cardigans, jumpers and hats – all perfect for layering up for blowy beach and autumnal woodland walks. Come the spring, we hope to be introducing a new baby clothing range to Buttercup. Our ethos of using sustainable materials continues to be important across all our buying, be it clothing or toys. We forward order more with toys and gifts as we need to be stocked early. Customers start Christmas shopping for children as early as September, so we need to present a good selection of our core ranges of beautifully designed and sustainably made toys. During autumn/winter we continue to offer Amy & Ivor handmade shoes by Hedley Field – they can be personalised with a baby’s name, which makes them a beautiful first Christmas keepsake gift. As they are custom made they fall into in-season buying, as does our hand-made knitwear.”
www.buttercupwhitstable.co.uk
