Beyond Retro take on the high street with new store

Outfits from the outlet Pic: Beyond Retro

Outfits from the outlet Pic: Beyond Retro

Beyond Retro are launching a shop-in-shop at their flagship store this Saturday.

Yes, just as you thought London was all shopped out, shops are now opening in shops.

However, with the high street turning over low-cost clothes faster than they go out of fashion, this independent retailer might just be onto something, as their new shop will see them match the high street on turnover and price.

“Room 2” of their flagship store in Cheshire Street will be taken over by a new shop that will be stocked weekly, and unlike traditionally, where vintage increases in value by the day, this shop will see it decrease by the day through a colour coded discount system.

Jenna Aarons from Beyond Retro said: “We are the largest independent retailer in respect of the products and quantity we offer. We inject around 2,000 new pieces online each week, and send on average 5,000 to 6,000 pieces to our stores. Our customer understands we are good value for money but we know that there is always room for more.”

Aarons added that they offer something different to the high street: “The high street of course is a competitor but our unique selling point is exactly that, we are unique, each piece is unique and shoppers know that when they find something – it will be the only one.”

The independent vintage retailer who started life in a disused diary just off Brick Lane back in 2002, now have three shops in London, and a further five in Brighton and Sweden.

Time Out named it one of London’s 50 Best Shops in 2010, with the likes of Alexa Chung and Paloma Faith sporting the brand.

Beyond Retro’s shop-in-shop opens on Cheshire Street tomorrow at 10am

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