INDEPENDENT OF THE MONTH
“It’s that personal curation – that’s what makes us different”
the current offering. “We’ve changed the colours and we’ve made it more contemporary. We wanted to show that we’ve been contemporary since 1880!” she explains. “We’re always trying to stay ahead of the curve – there is a traditional element, but we’re keeping up with the times and not getting stuck in old-fashioned tastes.” As for the future, plans for a third bricks-and-mortar shop are on hold, with the team focusing on strengthening the online offering. “We’re setting our sights on making sure e-commerce keeps going with the momentum. Everyone is shopping online and we need to keep up. That’s our key ambition at the moment,” says Kate. “But we’re equally keen not to be seen only as an online shop. We want to still be a physical shop, so you still get really good customer service – you can always speak to someone on the telephone, who is working in the shop. It’s still that personal, family business touch.” angelareed.co.uk
products people are investing in. “At the moment, we’re selling a lot of home office stuff, and dining, too, which I thought was curious, considering we can’t actually dine with anyone,” she laughs. “And the other thing that people are still looking for is outdoor living – so firepits are still really popular for us. We thought that was probably just going to be over Christmas, so people could be outside together, but we’re still seeing a big uptake in that. So I think it’s just trying to finds ways to be outside – and make being outside enjoyable! “In terms of inside the home, we’re finding people are looking at how they can add colour with little touches, rather than a full redecoration,” she continues. “So throws, cushions, rugs – things that can update your home and bring a bit of happiness and colour and joy.” Part of the couple’s mission has been to rebrand the shops, though Kate stresses that they’re not reinventing the wheel, but simply updating the branding to reflect
IMAGES Angela Reed’s two stores are treasure troves of handpicked furniture and accessories
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