The Interview: Deryanne Tadd of The Dressing Room on 20 years of successful independent retail
Deryanne Tadd set up her independent, multi-brand boutique, The Dressing Room, in St Albans 20 years ago. Over the past two decades it has successfully navigated through numerous challenges from the advent of e-commerce to the lockdowns of the pandemic and, to this day, remains a shining light of British independent fashion retail. Tadd is one of the most familiar and respected faces at trade shows, both in the UK and internationally, and leads a team of 20 at her business, which at any time stocks around 100 brands both online and in-store. She talks the TheIndustry.fashion about what drove her to set up the business and what continues to drive her to succeed and innovate in one of the most challenging sectors of retail. Congratulations on your 20-year anniversary! Before we get to that, can we take you back to your career before The Dressing Room, how did you start out in fashion and what did you do? Thank you! And yes, let’s start at the beginning! I am a true shop girl through and through, I started my career on the shopfloor as a sales assistant back in the early 90’s for high street retailers such as Knickerbox, StirlingCooper and Warehouse. I rose through the ranks from sales assistant through to store management and secured a job as Store Manager and buyer for a new franchise business for French Connection. With zero buying experience I quickly learnt on the job with mentoring from my boss at the time and soon became Operations & Buying Director for the business and together we opened five franchise stores in the South East over 7 years. In 2004 the business was sold back to the parent company and that was decision time, do I go and work for a large corporation again or shall I take a leap of faith and start my own business? There was really no contest, I knew I had to start out on my own and began working on my business plan for The Dressing Room whilst doing a temporary stint as an Area Manager for the London area for LK Bennett. I secured funding with a loan secured against my home and set about finding the right location to launch my business. I knew I wanted to open the business in an affluent commuter town, so I was looking at units in Marlow, Henley, Windsor and St Albans. Eventually after 6 months of searching a small 550 sq ft unit became available in a secondary location in St Albans and that was where the business was born. Deryanne Tadd keeps full control of the buying process for her business You established The Dressing Room in 2005, what was the opportunity you saw then and what did the store look like at the start in terms of the brands you stocked? I wanted to open a multi-brand store that mixed niche labels with contemporary brands with an affordable to aspirational product mix. The service needed to be second to none, with a strong emphasis on styling and making women feel fantastic, whether they were buying one item of investing in a new wardrobe. I launched with a handful of brands at fairly short notice in terms of the buying calendar. The mix was made up of entry price points from Great Plains which I knew well from my French Connection days alongside boutique brands such as Antik Batik, Hale Bob, Essentiel and 7 for all mankind. I still stock Hale Bob and Essentiel to this day! That was on the eve of the big e-commerce explosion in fashion with Net-A-Porter coming into its own and brands like Farfetch and Matches starting on the e-commerce journey, how did you feel about that at the time? Was e-commerce always on the horizon? E-commerce wasn’t part of my original business plan and wasn’t really part of my strategy back in 2005/2006. My plan was to open 5-10 small stores around the south east area, but once I saw the opportunity for my business in St Albans and the growing appetite for online shopping I quickly pivoted and changed direction. 18 months after opening in the small store I moved to a location four times the size on the high street in St Albans, expanding my bricks and mortar. E-commerce followed soon after with the launch of the-dressingroom.com in 2008. It was a slow burn in the beginning and took a long time to develop that side of the business into the revenue driver that it is now. How did you go about finding your customer base and how did you set about buying for her? Did you have a persona in mind or was it more gut feel? I didn’t have a rigid persona on paper, but I had a very clear sense, instinctively, of who my customer was. A lot of it came down to gut feel, experience and being totally in tune with the kind of woman I wanted to dress: confident, stylish, busy – someone who wants to feel great in what she wears without having to follow trends blindly. It was also about tapping into those women that had lost their way and sense of self through lifestyle changes and making them feel fantastic through fashion and style. Finding the customer base started with creating a physical space and atmosphere that felt welcoming, inspiring and different. I wanted every woman that walked through the door or visited us online to feel that she was being personally looked after. Celebrating 20 years of The Dressing Room with customers Have there been particularly memorable milestones along your 20-year journey and what did you learn from them? There have been so many meaningful moments over the past 20 years. Launching my online store a game-changer – suddenly we could have a much wider audience but staying true to my boutique experience online became more important the ever. Navigating through the pandemic was one of the biggest challenges, it pushed