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Shelter eyes boutique rollout
Published:  12 June, 2017

Homeless charity retailer celebrates 50 years with new boutique format

UK housing and homeless charity Shelter marked its 50th anniversary last year with the piloting of a new boutique shop concept and an ambitious opening programme. The charity retained London-based agent HRH Retail with the aim to find 10 sites over the next two years for its upmarket boutiques. At the same time it launched plans to roll out its furniture and clothing stores and is targeting 20 sites in 2017/18.

The new clothes store concept, called Boutique by Shelter, has been designed by Hemingway Design and features whitewashed wooden floors, suspended conical lighting, modern furniture and minimalist fixtures. It will showcase second-hand designer clothing. The first two Boutique by Shelter stores opened last autumn in Hampstead Heath and Swiss Cottage and HRH Retail has agreed three more in Barnes, Turnham Green and Blackheath. Negotiations and discussions are underway in retail units in Maida Vale and Wimbledon Village and on several other stores in London.

Matt Austin, head of property & facilities at Shelter UK, says: “Following our 50th anniversary, it’s fitting that we should raise the bar with a boutique concept that taps into the growing popularity of designer labels and vintage clothing. We’ve had a great response to our new offer so far and hope that it will become a familiar feature in London’s villages.”

HRH Retail partner Tim Hance adds: “Shelter is an extremely strong covenant with a well-established retail network of almost 100 fashion and furniture shops. Its new fascia should be a welcome addition to the high street and has already been warmly received by landlords.”