The rise of ‘super unique boutiques’ help support the UK high streets
Supermarkets and out-of-town superstores have become part of our everyday lives. It’s hard to imagine how we’d cope if we couldn’t pop to our local Tesco’s at 9pm when you suddenly discover you’re out of loo roll.
At a time when organic is on the increase and everyone wants ‘something a bit different’ there’s no wonder that The Wharf is thriving on the independent high street. Although they don’t sell loo roll they do stock a super range of unique silver jewellery and offer a cute gift wrapping service. You can even get help choosing something for a friend who has everything or browse through their hilariously original cards.
So what’s so special about that I hear you say? Well, it’s the look on your friends face when they open a beautifully presented black and silver box containing a card explaining how to care for their individually made silver gift that’s shining back at them. You can see the feeling of guilt emerging as they speculate how much you must have spent when they bought you a bottle of French plonk for your birthday!
The Wharf has blessed several Yorkshire high streets for 20 years now and elegantly displays a range of contemporary silver jewellery complemented by home and fashion accessories. Just keep it to yourself that this boutique stocks not only affordable items but individually made silver imported from all over the world.
But what’s really special about The Wharf is what happens in the back store room! You’d think it was a scene from Star Trek as they work their specialist mapping and EPOS software, written and developed by its owner’s. This software is able to accurately pinpoint suitable towns and tailor new retail outlets to offer a bespoke mix of its products to satisfy an audience chomping at the bit for something they don’t yet know they just had to have.
This is where we introduce the concept of franchising, which The Wharf has recently embarked in. “I think I might be interested,” say regular shoppers to The Wharf as they read through the franchise package delicately displayed in-store. The Wharf software indicates which products to stock, offering a huge leap in understanding customer needs. A middle finger-in-the-air statement to mass produced ‘I sell those products too’ shops. And a big chuckle for those wanting to sell products no-one else in the country has.
“We have spent years developing our software. People coming into our business will have a rare opportunity to apply a degree of their own creativity to their franchise because of the flexibility that this software allows,” explains Peter Hands, who owns and runs The Wharf with his wife Deborah Mackin. While all new boutiques will follow brand and product guidelines, each one will be slightly different and reflect the preferences of its owner. “We want our franchisees to sell products that they really like and can get excited about,” adds Peter.
The product ranges which Deborah designs and selects alongside artisan silver producers, changes seasonally. “Our turnover of stock is high which allows us to continually review industry and seasonal trends that in turn offers our customers fresh choices.”
Deborah smiles and concludes “We are truly passionate about what we do and we are excited about opening our doors to franchisees. Demand for our products has never been higher and it is now, through franchising, that we will realise its full potential.”
