Independent costume and party retailer Fancy Dress Hut has reported a sales boost of 12% for the Halloween period 2017, year-on-year.
The shop first opened in Ipswich in October 2014, taking advantage of three months free rent and a rates reduction for signing a lease on a business premises that had been empty for over a year.
Now, just three years later, the retailer has already relocated to a ‘bigger, better town centre location’ and has seen a remarkable boost in trade.
Owner Susie Patten explained that during the first year of business she focused on reinvesting all of the revenue, ensuring the shop and retail website were able to grow.
The move to a bigger premises happened after just 12 months, in October 2015. “With the help of our website and a Facebook advertising campaign we saw an 15 – 20% growth in sales from our new shop in the first 12 months,” says Susie.
“Halloween 2016 was amazing and we achieved a further 12% growth this year,” she continues. “Book Week 2017 was up by 50% on 2016 as well. Even though Asda has the market sown up I found that we sold lots of accessories for more imaginative customers who didn’t want an off-the-peg costume.”
It’s not all been plain sailing though; Fancy Dress Hut was hit hard when Pams closed earlier this year. “Personally, I was devastated,” says Susie. “Their customer service was world class and they had everything we needed. They held my hand from day one. Now I find myself ordering from four separate companies and I often have difficulty meeting the carriage paid quantities.”
In a bid to ensure the high street store remains relevant, Susie drives business by linking up with local events such as a Mexican Day of the Dead Tour and Santa Run. “I do worry about Amazon taking over the high street,” she explains, “but we counteract this by offering positive shopping experience in a lovely shop with great customer service.”
“We are remaining positive for now and Fancy Dress Hut is now looking beautifully festive ready for Christmas!”
