Where is it? 6 King Street, Manchester, M2 6AQ
Website: laundryboutique.co.uk
Tel: 0161 8352204
History:
From the launch of the first Laundry Boutique in Altrincham eighteen months ago, more stores from this independent womenswear chain have popped up in Stockton Heath, Chester and now Manchester city centre too. They’re clearly doing something right, with their Manchester store “thriving” according to manager Dawn Robinson, despite being a mere four weeks old when I strolled down the leafy pedestrian section of King Street for a visit.
Laundry Boutique’s glass-fronted exterior cuts an upmarket figure on this quiet section of one of Manchester’s most exclusive shopping areas. The vintage boudoir feel of the shop’s interior, with duck egg blue walls, pink flamingo motif wallpaper, ornate French rococo style mirrors and furnishings and a Persian rug on a checkerboard floor, certainly makes an impact. The store itself is small, but good use is made of space meaning there’s enough stock here to satisfy.
Laundry Boutique, King Street
Who shops there?
With clothes aimed predominantly at the 35+ market, an ambient playlist of soft jazz, acoustic guitar and Norah Jones reinforces the ‘easy wearing’ ethos Laundry Boutique peddles. Loose draping in linens and silks give the store an air of catering for the slightly bohemian and well-travelled lady of leisure - something which seeing copies of Cheshire and Lancashire Life left out to peruse did little to assuage.
And yes, when I entered on a Monday morning the steady drip of custom was mainly women who seemed to fit that category (several complete with other halves who waited amicably until required to proffer credit cards) although a few younger city professionals and studenty types did wander in. Staff were extremely friendly and hovered close to give helpful guidance to customers; there is a danger of this feeling overbearing in such a small space but to the contrary, they balanced in perfectly, never seeming pushy.
Parka at Laundry Boutique
What do they sell?
Many of the labels stocked are Italian and French so the European influence is obvious, with a muted palate of flowing loose jerseys and sumptuous knitwear taking centre stage. Pieces certainly look and feel expensive so here’s the big surprise – with an average item price of £30, Laundry Boutique is extremely affordable.
There’s an obvious attraction in that clothing of this ilk is comfortable and flattering but I couldn’t help thinking that after a few rails it started getting repetitive and, dare I say it, a tad boring. This jarred slightly with the high-octane glamour of the interior and the well laid out selection of costume jewellery. This magpie’s nest of chunky gold rings and cuffs and ethnic inspired enamelled necklaces were of a similar price to offerings from the high street heavy hitters of Topshop et al, but were something a little different and therefore less likely to be seen adorning every sixteen-year-old hipster you pass on Oxford Road. There are also a few handbags and (perhaps unsurprisingly) lots and lots of scarves.
Accessories at Laundry Boutique
Why go there?
If relaxed shapes and muted tones are your thing there plenty here to make you happy. And for those looking to reference trends more explicitly, I did spot some gorgeous seasonal pieces which batted way above their average in terms of price.
One standout was the Vera & Lucy khaki jacket, a clear nod to the utilitarian and military-inspired trends which make an outerwear appearance every autumn/winter. The classic parker shape has been given a luxurious update with faux leather sleeves and brushed gold hardwear, and at a very respectable £49 this is a guilt-free investment.
I also lusted over a couple of boxy metallic T-shirt knits, one by Sweewee in black and gold mesh and a textured pewter number by Drole de Copine Paris. Each retailing at £25, these items had a definite All Saints-esque feel to them whilst also referencing the brocade opulence of Stella McCartney and Proenza Schouler’s autumn/winter collections. For comparison, similar All Saints relaxed metallic knits will set you back £150.
Future:
With another store due to open on Portobello Road in London in the next six weeks that will bring Laundry Boutique’s total to five stores. Could this be the beginning of a high street takeover for this eager little brand?
Verdict:
Laundry Boutique knows its niche, and staff’s advice on dressing for body shape and weekly e-newsletters, are touches which I’m sure go down well with their regular customers. Whilst it’s nice they don’t feel the need to be something for everyone, some of the edgier pieces I spotted suggest that Laundry Boutique’s buyers have an eye for seasonal trends too.
I would like to see them up their game and include more stock of this nature if the store is to avoid only stocking the safe and reliable, not to mention if they want to live up to their flyer’s accolade of being ‘Manchester’s most talked about ladies wear retailer’. But all in all, well worth a look in. Now who wants to buy me that parka?
