All is not doom and gloom on the high street, as independent Leeds' store Aqua Couture go from strength to strength, opening a new shop in London's fashion heartland Carnaby Street.
Owner Julie Lingard said, “ Since opening in the Victoria Quarter three years ago, the store has really taken off. Last year we secured a contract to supply ASOS which raised the profile of the store significantly. We now sell 12 collections a year to ASOS which have done phenomenally well, achieving a 78% sell through.”
Aqua have made a name for themselves in Leeds by championing local designers, selling their collections through the VQ store, as well as via their network of contacts around the country. The success of the store has also enabled Julie and her team to set up their own manufacturing factory in the city.
“ The factory has made a huge difference to our ability to react to what customers want,” says Julie. “ We run a short order service now, meaning we have new stock in the shop every week.”
“ The VQ store will always be our flagship outlet,” continued Julie, “ but we now think the time is right to look at other shops. I do a lot of buying in London, so know the area well, and are looking in the Carnaby Street area. We're opening a womenswear store in September, with plans for a menswear shop in another part on London next year.”
The expansion coincides with the third anniversary of the Victoria Quarter store and the launch of the new Aqua website. In August, a new label designed by Ryan Holliday-Stevens and Laura Taylor – 5.16 will be available exclusively in Aqua's store and through ASOS..
“ 5.16 is a departure from our core designs in that it has a higher price point and uses different materials,” explained Julie. “ It's a really exciting time at the moment, but it's made all the hard work and investment over recent years worth while.”
Aqua Couture:
0113 243 3336
www.aquacouture.co.uk