UK licensed retail chain Nice & Naughty is celebrating its 21st anniversary and, as readers of the October issue of ETO will see, it is continuing to tweak its business model to reflect the maturing tastes of its customers. ETO visited the new Boutique by Nice & Naughty flagship store in Warrington last month, and Trish Murray talked our reporter through the recent changes the company has made – and they amount to far more than its cheeky ‘n’ becoming an ampersand.
The first Nice ‘n’ Naughty opened in Chester in 1999 and it immediately came into conflict with its local council, which refused permission for the store to have mannequins in its windows. The store won that battle and, more recently, it also won the right to have its latest store situated on the High Street in Warrington.
“The High Street as we know it has changed drastically over the years, and for any company to survive in bricks and mortar stores, you must evolve,” said Trish. “Following a luxurious refurbishment of the very first Nice ‘n’ Naughty store in Chester, we saw the potential that the Boutique model offered, giving our customers not only the best products on the market and outstanding customer service, but also a superior shopping environment and we have replicated this in the new Sankey Street store in Warrington and will continue with this theme in 2021 in Brighton.”
For more information on the new-look business see the October issue of ETO or visit www.nicennaughty.co.uk
