Retailer of the Week: Mint Velvet

With a sales increase of 1.8% in June 2015 compared to the same period last year, analysts agree on the fact that the UK retail market is “retaining positive momentum”. Commenting on the declining consumer price index (CPI) inflation in the UK, JLL‘s Head of Forecasting Andrew Burrel explains that “the combined factors of the labour market tightening and strengthening consumer confidence have helped drive CPI inflation back to zero. It is fairly certain that these encouraging figures are driven up by relatively new, fast-growing retailers whose business is on a roll.

Fashion retailer Mint Velvet is one of these newcomers (the brand was founded in 2009) that managed to establish themselves in the UK retail landscape in spite of ongoing fierce competition. Inventor of the “relaxed glamour” concept, Mint Velvet targets modern women seeking to look chic in a carefree and effortless way. And who better than three women entrepreneurs could have identified the market opportunity behind this missing piece in women’s wardrobe? “We are the customers ourselves so our goals are always in line with our own thinking“, claims Liz Houghton, Mint Velvet’s CEO and co-founder, in an interview for fashion magazine Vogue. She adds: “we wanted luxury but without the matching price tag […] and, from here, the relaxed glamour concept was born“.

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Mint Velvet offers an extensive range of dresses, skirts, trousers, jeans, tops, knitwear, shoes, handbags and accessories. Every product is designed using “luxe fabrics, beautiful prints and flattering cuts to create collections which will make women feel confident“.

Mint Velvet operates from major department stores such as House of Fraser Glasgow where it recently inaugurated a large concept store. It also owns 24 boutiques across the UK territory as well as an outlet in Portsmouth. Sign of success, two other boutiques are due to open in Manchester and Leamington Spa. Nevertheless, Mint Velvet’s ambition goes much further according to its CEO. The retailer is planning to open 10 new boutiques over the next years and is now setting its sights both on international expansion and ecommerce growth. As Liz Houghton promises, “exciting new developments” are coming ahead with the common goals of enhancing the consumer experience, “helping customers shop with ease and put looks together“. One thing is for sure: Mint Velvet already has fans!

★ Click here to discover more Retailers of the Week!

Top image credit: Masson


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Othman Abdelmoumene

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