Little Mistress seeking 15 stores for immediate opening

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Little Mistress Mark Ashton
Little Mistress reopened its long term pop-up store in Westfield Stratford on July 2
// Little Mistress is seeking an additional 10 to 15 UK stores for immediate opening
// CEO and founder Mark Ashton said the fashion group is looking at permanent leases and pop-up stores

Little Mistress Group has reportedly said it is searching for an additional 10 to 15 UK stores for the immediate opening of its synonymous brand Little Mistress.

Chief executive and founder Mark Ashton said the group is looking at both permanent leases and pop-up store options in Birmingham, Manchester, Liverpool, Cardiff and Sheffield, Drapers reported.

The fast fashion group is also looking at “leading” outlet villages across the UK.


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The news comes after Little Mistress reopened its long term pop-up store in Westfield Stratford on July 2.

Ashton said the company is negotiating a full-term lease for the store when its renewal is due in August 2020.

He added that footfall has remained “very strong” since reopening, with 30 per cent ahead of expectation.

Little Mistress said it has sold more 200,000 masks and t-shirts for the NHS since the start of the coronavirus lockdown.

The group owns brands including Girls on Film and Paper Dolls.

It also stocks around 26 external brands including Sass & Belle, Goddiva, Warehouse, Oasis, Pretty You London and Divine Grace.

In October, Oasis – which recently fell into administration – began stocking third-party brands as it launched brands from The Little Mistress Group on its website for the first time.

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