Ediit, 309 Upper Street, N1 2XQ

Successful fashion businesses run in the family for Libby Allan. Here, the owner of boutique store Ediit shares her passion for clothing and bringing unique pieces to the High Street. Hi Libby! Please tell us a bit about yourself and how you got into your current role.

I am the daughter of two independent business owners, so have always been on the shop floor. My Dad owned a footwear store and my Mum had three shops at one point, and I used to run one of them. I’ve always loved serving customers and dressing them. Helping customers feel comfortable or try something new and love is a great feeling.

After university I decided to enter the fashion wholesale space. From there I was an agent bringing in brands from Paris, but eventually the desire to have my own store and curation of brands/pieces was too high. In 2020 my partner Alex and I decided to go for it.

I've always wanted to have a boutique on a small high street in London, a place where locals could explore and shop quality pieces from diverse brands across the UK and Europe. Tell us about your business and offering. Ediit is an independent boutique that offers womenswear clothing, accessories and gifting. We created Ediit to bring accessible fashion and gifting to the local high street. Every season we curate quality pieces from designer brands across Europe and the UK.

We started with our first boutique in Queen’s Park which launched in 2020 on Queen’s Park High Street. After four years, and becoming an established local destination with a loyal customer base, we expanded to Islington, which we opened in May, last year (2024).

Along with our brick-n-mortar stores, we have an online store. With these new additions we have grown significantly and now have a team of 14.

Why are you called Ediit?

Our aim was always to offer our edited selection from our curated brands. As we worked with our branding team we decided to work on store name edit with a point of difference and added in the double i.

Where do you source your clothing and other items?

We have a number of local agents that I have known for years and built great relationships with. I also go to Paris twice a year to see the latest from current brands we stock and potential new ones.

What is your business inspiration? What influences the business choices you make?

I have always lived and breathed fashion from a young age. I closely follow many designers from all over the world and I love how different interpretations filter down and become trends.

I always wanted to make fashion accessible and opening a store in London was a lifelong dream as I feel London has such a presence within the industry. Women in London have a great style and every day whether it be shopping, on the Tube or walking the High Street I feel it’s filled with stylish people, who really own their own style DNA.

Also working in a store over the last five years I have built lots of amazing relationships and I feel now our loyal customers really influence our business choices.

What are your main challenges? Balancing the online and in-store businesses, as they can be very different but both crucial to our success.

Who is your typical customer?

A person who is fashion forward and values quality pieces that you won’t find on the High Street, someone who loves to shop local and find brands that resonate with their values.

A lot of our customers lead very active lives, so coming into our store, which has a good mix of wants and needs, suits their shopping experience. We also have a diverse price point range, so customers wanting 'in style' pieces without spending too much can often find something with us.

Why is fashion your passion?

I have grown up in fashion and love finding brands and styles that have a point of difference whilst still being timeless and high quality. In a world where there are now so many brands, I love being able to curate a range season after season with pieces that really resonate with me, and bring them to our customers.

What makes your business unique? Why should people visit?

Customers choose Ediit because we offer a shopping experience that goes beyond mere transactions. Our commitment to providing a diverse, high-quality product range at accessible price points ensures that we cater to a wide array of tastes and budgets.

We understand that our customers are looking for more than just fashion; they seek pieces that reflect their individuality and lifestyle. By carefully curating our product mix we provide our customers with unique, stylish options that they won’t find anywhere else. Also, our dedication to creating a welcoming, community-oriented environment in our brick-n-mortar stores as well as online, makes shopping with us a pleasant and memorable experience. Whether it's through our knowledgeable staff, our engaging social media presence, or our beautifully curated store displays, we strive to connect with our customers on a personal level, making them feel valued and understood.

We have also introduced our Loyalty Program, where customers earn points with every purchase that can be redeemed across the brand. This holistic approach is what truly makes Ediit stand out in a crowded market.

What does the future hold for Ediit? More locations?

When Alex and I decided to go on this venture, the dream was to always have three stores on three high streets in London. We will have to see what the future holds but fingers crossed another location will be in the works.

Do you have any upcoming events we can help you share?

Keep an eye out on our socials for giveaways and flash sales.

What's it like working in Angel, what do you enjoy about it?

There is never a dull moment on Upper Street. I love the hustle and bustle that is always around, but also the people and feeling of support for local shops. Not just with customers but also with neighbouring businesses. There is a real network here and it is great to be a part of.

Please share something people might not know about you?

When I left university I went to work in accountancy recruitment, a far cry from fashion and retail!

And finally, what is your...

Favourite tipple? Champagne Go-to snack? Nuts 3 fashion tips for winter 2024/25? Suede accessories, knitted vests for layering and lots of wine / burgundy tones to update your look.

Thanks Libby! For updates and more, follow Ediit on Instagram, Facebook and its website.

+++ Are you an independent business in Angel and would like to feature here? Drop Sarah an email at Sarah@angelislington.london.