Almost to the day of the sixth anniversary of the first Indigo Tree gift and card store in Streatham, South London, owners Adam and Harriet de Wolff have ‘branched out’ with a new shop in Crystal Palace which opened last Saturday (November 9).
“We didn’t do any pre-publicity prior to the opening as we were not sure that the shop would be ready in time, but we are absolutely delighted by the response from our new customers – and the sales! Without any fanfare, we took more in our first weekend than in our established shop in Streatham,” confirmed Adam.
With so many shop closures and CVAs, Harriet agrees that the couple are bucking the trend, but explains: “We have been planning to expand for a while, as we believe that the consumer will respond positively to something different.” As she points out: “People still have birthdays and babies in good times and tough ones. Admittedly we had expected the Brexit situation to have been concluded by the time we opened in Crystal Palace, but we believe that as long as you offer a product choice that inspires customers, and at the right price, then they will spend.”
With the new Crystal Palace store up and running, the de Wolffs are on the lookout for a third store. “We would like to stay within South London,” explains Adam, “as having more than one store offers us economies of scale on buying and product selection.”
The new store, located a few miles from its older ‘sibling’ features the same branded look, contemporary rustic shopfittings and curated mix of gifts and cards.
Top: The Indigo Tree’s second branch opened for business last Saturday (November 9).
