As lockdowns temporarily closed its seven central London stores and Selfridges concession, this women’s fashion retailer targeted overseas customers on a large scale for the first time — and saw success in America, Europe and Australia. It says its flexible supply chain has enabled it to adapt to changes in its customers’ lifestyles during the pandemic. Founded in 2009 by chief executive Clare Hornby, 51, the company had sales of £16.7m in the year to January. In 2017 it raised £1.3m on Crowdcube, and has also received investment from Pembroke VCT, among others.
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