Stick and Ribbon moves to prime location in Nottingham city centre

Sally Longden with daughter Ellie Philpott

Premium womenswear independent Stick and Ribbon has moved its popular bricks-and-mortar boutique to a new prime location in Nottingham city centre.

Now located on the recently revived Bridlesmith Gate, the 10-year-old boutique is flanked by high-end fashion stores such as Flannels and Hugo Boss as well as fellow indies 18 Montrose and Keishi Jewellery.

Owner Sally Longden, who runs the business with 23-year-old daughter Ellie Philpott, says the new location boasts high footfall, which is having an impact on sales: “We already have a strong customer base, but we’ve always been hidden away from the busiest areas. It’s been really exciting to see so many people walking past and coming into the shop. We’ve only been open for a few days, but sales have been really strong. I’d say around 90 per cent of shoppers on our first Saturday were new customers, which is brilliant. We’re really excited to be part of the regeneration of Bridlesmith Gate.”  

Stick and Ribbon has been promoting the new store launch on social media and recently held two VIP shopping events for its most loyal customers. The opening has also garnered attention from local press, with an article appearing in the Nottingham Post and feature inside new indie magazine Everyday INC.  

Before the transformation

The indie has taken over the former premises of local independent gift shop the Tokenhouse, which traded there for 45 years. Bridlesmith Gate has faced difficulties since the closure of a nearby shopping centre in 2019. However, a new landlord recently bought 11 retail units and is hoping to return the area back to its former glory.

Don’t miss our June 2022 issue for an exclusive interview with Sally Longden.