Cheshire womenswear indie group The Edit has opened a pop-up shop in the House of Fraser as part of the department store’s Blackout Event.
Located inside its Altrincham branch throughout May and June, the collaboration will bring a taster of The Edit’s timeless womenswear pieces, which have all been hand-selected by co-owner Penny Rawson, to HoF shoppers.
The Edit first opened in Hale in 2016 and is the brainchild of former Selfridges managers Penny and Tim Rawson. Today the business also operates boutiques in nearby Knutsford and Didsbury as well as a thriving e-commerce site.
“The local economy in Cheshire is going from strength to strength,” says Penny. “It’s a beautiful location and customers are choosing to spend their time and money here.
“The key to our success is the product. We buy for materials and design rather than brand. We source cashmere, silk and leather and keep the prices low. Colours are classic French and you can mix and match most pieces. I try to keep in mind – ‘Make getting dressed easy at The Edit’
HoF announced the start of its Blackout Event at the end of April offering shoppers a unique customer experience via secret sales, exclusive offers, collaborations and events. Chief marketing officer Paddy Earnshaw said: “We’re basically hosting a party at our house and everyone is invited.”