Shop far from the madding crowds

The sad demise of Habitat, which has put all but its three London stores into administration, reflects the devastating effect of the recession on homeware retailers.

Consumers have cut back and are adopting a make-do-and-mend approach, which is why it’s more important than ever to seduce them into spending.

Price and quality are key but so is location, according to Andy Cussins, who has adopted a new strategy for rolling out his company, Sofas and Stuff.

Andy is shunning the high street and retail parks in favour of rural idylls and has just opened his latest store in the village of Bishop Thornton, near Harrogate.

“We started trading two years ago in a barn in West Sussex, and right from the beginning we had a feeling that this approach could spark a big change in furniture retail,” he says.

“For a start, our premises are a fifth to a tenth cheaper, so we can pass that on. Our sofas cost a third of anything comparable on the high street.”

Andy’s family owned Waring and Gillow, which once had a large store on Lands Lane, in Leeds, but he is convinced that the country can out charm the city.

“I can’t see a future for furniture stores on the high street,” he says. “The rents and rates are far too expensive and there are parking and collection issues. Retail parks offer more space but they are not an enjoyable shopping experience.

“Rural space is less expensive, more attractive and you have more space for stock, and that’s important for us because there’s a sensory aspect to sofas. People like to sit on them and touch them before they buy.”

Smaller independent shops are already aware of the benefits of country trading.

Re, which sells vintage and vintage-inspired products from a converted workshop in the market town of Corbridge, in Northumberland, is a destination outlet, as is Country Chic, in Burnt Yates, near Pateley Bridge, which specialises in painted and re-upholstered vintage furniture

Polly Medley, who moved to the converted stable in Nidderdale five years ago, says: “I had premises in Harrogate and I also stage country chic fairs in village halls. I but I wanted something bigger with a workshop, storage and a showroom near where I lived.

“It sounds remote but I am surrounded by villages and get a lot of local customers. The fairs help as people attend them and then come and see the showroom. Coming here to browse is a good excuse for a day out in the country.”

Without a shop window and with little passing trade, marketing is vitally important to rural outlets.

“That’s where you have to spend. You have to get the marketing right,” says Andy Cussins.

SHOP IN THE COUNTRY

Sofas and Stuff, Oakwood Park, Bishop Thornton, near Harrogate, specialises in sofas and has been a hit with shoppers in the South-East. It also trades heavily on its website. Tel: 01423 774020, www.sofasandstuff.com

Country Chic, The Workshop, Clint Bank, Burnt Yates, specialises in painted and re-upholstered vintage furniture and also hosts Country Chic fairs at village halls. Tel: 07788 443619, www.country-chic.net

Re, Corbidge, Northumberland, has a fantastic selection of vintage and vintage-inspired homeware. www.re-foundobjects.com