Having joined Fenwick five years ago as a graduate trainee, Louisa Brenton is now the gift, stationery and Christmas buyer for Fenwick Bracknell and Bentalls Kingston, and has been instrumental in masterminding the space, concept and themes for the gift department in the newly opened Bracknell store which underwent a £20 millioninvestment last year. The department went onto win The Greats 2018 Best Department Store Retailer of Gifts category in May.
A high flying trailblazer with an eagle eye and an art background, Louisa tells GiftsandHome.net how she’s been putting her own very distinctive stamp on the Bracknell store’s gift department.
What’s your take on the new gift department at Fenwick Bracknell?
“It’s about luxury, along with unique and bespoke product. For the predominantly well-heeled customers who shop at the store, it’s no understatement to say that they can expect the unexpected, saving them the effort of taking the train into London’s West End.”
What’s your criteria when sourcing product?
“My passions are for products that are made locally, as well as in the UK, particularly Scotland and Ireland, with men’s gifts a challenge that I’ve relished taking on. My sourcing brief takes me around the world to both UK and international trade shows, so coupled with a trained eye for what’s trending in home retail and on the fashion catwalks – I’m meticulously analytical – I love pulling everything together, giving the gift department my own take. I have also introduced bespoke into the department.”
How important is to you to create in store theatre for your customers?
“It’s a hugely important part of the job. In the run-up to Christmas, themes will include the empowerment of women, tying in with the suffragette centenary, as well as the recently opened Frida Kahlo exhibition at the V&A. However, the big one is the two pronged Love Is Love theme. One aspect is about loving yourself, taking a step back and making time for yourself. The second is about tying in with the rainbow theme and loving everyone else. It will be breaking new ground.”
What do you love most about your job?
“Building the gift department from scratch in a brand new store has been something I could only ever have dreamed of. It’s enabled me to bring together everything I have ever learned, and my ambition now is to keep on giving everything we offer in the gift department an edge.”
What’s your own home like?
“It’s a flat in South West London. Although it’s minimalist – I fall into the category of buying less and spending more – it’s bold and colourful, reflecting my personality. I source product from antique shops and auctions with paintings and art dominating. The sensory experience is paramount too, with the flat filled with big scented candles in glass jars.”
Top: The new Fenwick Bracknell store.
