Penny Rawson, owner and founder, The Edit
The Edit, the fashion boutique with four stores in Cheshire, is among the 14 most innovative independent stores in the UK.
Announced as part of a campaign called ‘Remarkable Retailers’, Vend and the British Independent Retail Association (Bira) aim to champion success stories and underline 14 outstanding contributions to local high streets.
Handpicked from a long list of over 1,000 independent stores, The Edit’s store concept impressed Vend and Bira. Since founding the business in 2016, Penny Rawson has focussed on a design that is centred around the best possible customer experience. Offering contemporary womenswear and on-trend accessories, the store has over-sized fitting rooms for friends to share so that they can help one another to decide what outfit looks best.
The retailer’s comfortable shopping environment is also key to its success, awarding customers the headspace to choose their next outfit stress-free.
Vend and Bira handpicked the independent stores for their stand-out approach to retail – whether that be a unique approach to the customer experience, their products or the way that they use technology. The full list can be found here.
Penny Rawson, owner and founder, The Edit said: “The Edit is an independent brand with our passion firmly placed in offering our customers a store experience like no other. We know that choosing a killer outfit takes time and patience, and our Cheshire stores create a positive environment that gets shoppers in the mood.
“We’re proud to be recognised for our innovative approach to retail, and we believe there’s a space for more independents to think about their approach to store design. We’ve found customers love the little touches we’ve put into making The Edit unlike any other fashion retailer on the high street.”
Higor Torchia, UK Country Manager at Vend said: “These Remarkable Retailers differentiate themselves by their unique products and customer experiences, but are united by their innovative use of retail technology to support their success.
“Each retailer’s use of cloud-based software allows them to manage inventory on-the-go, as well as run clever reporting analytics that gain insight on customer loyalty and what’s selling well. It means the retailers have more time to focus on creating winning formulas to ensure that local high streets can thrive.”
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