Daughter of Sandersons founder models new ranges in distanced in-store fashion shoots

When boutique department store Sandersons needed a model to showcase its collections online and on social media during lockdown, it didn’t have to look far for the perfect candidate.

“The business has continued to trade online and our e-commerce team needed a photograph of an item of clothing being worn for the website so I offered to try it on, and it started from there – we posted it on social media and the comments were lovely,” said Rebecca Dransfield, daughter of Sandersons founder Deborah Holmes.

“Obviously, I’m not a model but I do love my fashion and I think it just helps to show people what you can team things up with – like little pumps or trainers with a summer dress.”

This time last year, Sandersons was preparing to take part in the Great Yorkshire Show, stepping out onto the catwalk to present its fashion collections to a county-wide audience and to pay tribute to Deborah, who had died in January, having been diagnosed with cancer five years earlier.

Deborah had opened Sandersons in September 2016 at Fox Valley shopping park in her home town of Stocksbridge, 10 miles north of Sheffield, fulfilling the fashion lover’s long-held dream of creating her own independent department store. Her husband, Mark Dransfield, of property development company Dransfield Properties (which developed the Fox Valley former steelworks site into the flagship shopping and dining destination that we now see), is Sandersons managing director. Elder daughter Rebecca, 24, works in the fashion business and younger daughter, Lucy, 21, graduated last year from Newcastle University. Both help with the buying for the store.

Rebecca said: “One of my favourite pieces is the lovely brown and white spotty dress from Part Two, which sold really well after we featured it on social media.

“In terms of key pieces, people are obviously wearing a lot of casual wear at the moment, leggings and T-shirts, but soft jersey dresses are also really popular and have sold well when we’ve featured them – they are so comfortable and wearable.

“We’ve got a couple of lovely jumpsuits in at the moment which have sold well – they’re so easy and you don’t have to worry about what to wear with them.

“I’ve really enjoyed it and the feedback has been so lovely from people, and it’s great when I see that something we’ve posted on social media has sold out.”

Mark, who also stepped up to the challenge by modelling as part of the Sandersons socially distanced fashion shoots within the empty store, said: “With our upcoming season we’ve got some great new brands coming into store including Holland Cooper, Levis and Barbour International on womenswear, and on menswear we have Armani and Jacob Cohen – so some exciting new brands to look forward to.”

Sandersons is now making preparations to reopen later this month. Mark said: “I think the lockdown has, of course, changed how we look at our spaces and how we can ensure that our shoppers feel safe when they return. At Sandersons we are really fortunate that both the centre we are based on and the store itself have been designed with space for our customers in mind. We have nice, wide footways at the centre and landscaped areas and in the store the layout already has that spacious feel. We are, of course, making changes at the moment and looking at a one-way system in the store and measures to make our shoppers feel safe when they come into store.

“We have always been incredibly proud of our customer service and though we’re going to have to deliver that at a distance for now there will be no change in our commitment to offering that great customer experience.”

Retailing during a lockdown has offered the chance to try out different ways of working. Mark said: “One of the surprising successes has been our free home delivery service which my youngest daughter, Lucy, suggested in March. The feedback has been incredible and our customers have really appreciated that service.

“I think people are going to be looking for more sustainable fashion and that’s something we’re interested in as well – more classic styles and less throwaway fashion.

“We’ve kept our customers up to date on social media on new products and what’s happening in store and with little online make-up tutorials and tips. We’re very much part of the community here and it’s lovely to see the comments and feedback we’ve had. We’re really looking forward to seeing our customers again.”

Sandersons Boutique Department Store is at Fox Valley, Sheffield, and www.sandersonsdeptstore.co.uk

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