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The Northeast indie's most southerly outpost to date looks to have successfully repeated its winning formula, despite its less-than-obvious neighbours
Picture this. You're an independent retailer offering aspirational brands and you decide to open up in Sheffield's Meadowhall. You look around and eventually opt for a space sandwiched between GAP and a Build-A-Bear Workshop - it might not be the most obvious choice, but at least you'd be different from your neighbours.
Van Mildert is the retailer in question and its shopfit and ambience shine out like a beacon in a fairly mid-market part of the mall. That said, there is plenty of competition, ranging from Ted Baker to All Saints by way of USC and Boss Orange. Shoppers in this centre do not want for choice, although on a hot day last week the air-conditioning in the mall's public areas could have done with a little TLC.
The Middlesbrough-based retailer's move is, however, a considered one. Area manager Jane Slattery says Van Mildert is looking to open more stores in out-of-town locations and Glasgow is next on the list. For the moment, though, this is the retailer's most southerly branch, and Glasgow looks set to be its most northerly before the year is out.Key looks and merchandise mi
xThis Van Mildert store offers only menswear, although if women feel disenfranchised, there are four iPads at the back of the shop (a new departure for the retailer) where they can select from the women's offer that is available in some of the retailer's other outlets.
The store targets casualwear shoppers and the...