Bold buying brings success to Edinburgh boutique

Edinburgh fashion boutique Frontiers is defying the credit crunch by buying bold, courageous collections - proving to be a hit with its customers. Frontiers owner and knitwear designer Jane Forbes’ has recognised a growing trend towards buying ‘signature pieces’ that cannot be found on every high street.

One of her recent finds is the Ghulam Sakina collection and the brand’s granddad shorts have become bestsellers.

As a consequence, the company’s main boutique on Stafford Street in Edinburgh’s West End has seen a noticeable increase in footfall which has led to turnover increasing by over 30% between Spring 2008 and Spring 2009.

Jane Forbes explains: “Especially in the current climate, women are looking for clothes that will last more than a season but – at the same time – allow them to express their individual style.

“As a small boutique we know our customers personally and are able to select stock almost with a particular person in mind. It’s a freedom a larger store simply wouldn’t have.

“We’re also happy to stock collections by designers which are not as well known to the general public if we feel that our customers will like them.

“While fashion trends change quickly, outstanding design and good quality manufacturing always stand the test of time and it really pays to invest in those hard-to-find pieces.”

Frontiers has built its reputation on offering clothes that cannot be found anywhere else in the capital or throughout Scotland. The business currently has three outlets, two in Edinburgh and one in Perth.