An award-winning retail concept founded in Stoke-on-Trent has expanded into the South East, bringing dozens of independent makers together under one roof in Tunbridge Wells.
Yellow by Keep It Local has opened at Royal Victoria Place, offering an ‘eclectic mix of small creative businesses from across the UK’.
The business, founded by Laura and Andy Nixon, curates products from independent designers and makers, with ranges including ceramics, art, home fragrance, clothing and gifts.
The store, which opened on 2 April, is the latest addition to a growing portfolio that already includes locations at The Potteries Centre in Hanley and Warrington’s Golden Square. The team hope to expand further into cities such as Sheffield and Nottingham.
The Tunbridge Wells site came about through connections with existing traders. Although the opportunity was initially dismissed due to distance, plans changed after the closure of a short-lived store in Telford earlier this year.
The shop currently hosts around 45 traders, including about 15 businesses from the South East and 30 existing makers from the Midlands and North West.
Laura said: “We have brought some of our businesses from Stoke-on-Trent and North Staffordshire with us, including Burslem Pottery and Wriggly Tin Soap. It’s really special for us to take them to another area and introduce them to new customers.”
Early trading has been encouraging, with spending levels already higher than at other locations. The business operates on a model that takes a 30 per cent share from traders, making site selection critical.
The Tunbridge Wells store is operating under a 12-month lease, with Laura and Andy taking a hands-on approach in its early stages.
Laura said: “We have to be quite strategic when we take on a unit, so we have to work with centres that have a gap and can give us a good deal.
“Considering Tunbridge Wells is such an affluent area it’s the best commercial deal that we have. It’s a similar size to the Warrington store but the business rates are nearly half what we pay there.
“This is our passion. Stoke and Warrington worked so well because we were there pushing it from the start.
“In Telford we put a team in straightaway – a store manager and a couple of staff members – but this time Andy and I have temporarily got an Airbnb for a month and will recruit a team once we know the customer base and what’s selling.”
Despite the challenges of expansion, Laura said the business remains driven by a desire to support independent makers.
Laura said: “In December we turned over £160,000 across Stoke-on-Trent, Warrington and Telford but other months can be much less than that. It is feast or famine and it’s a rollercoaster, but it is so exciting to give these small businesses a platform.
“For a business born in Stoke-on-Trent we never thought we would have this opportunity through word of mouth.”
