Boutique fashion store expands to meet global demand

The Dressing Room

Established in 2005 by experienced retailer Deryane Tadd, The Dressing Room has fast become a household name on the St Albans fashion scene.

Originating from humble beginnings, The Dressing Room started as a small store in Holywell Hill. Following a year of successful trading, the boutique expanded into the historic centre of St Albans and launched its website, growing its audience from local to global.

With the constant demand from local and international clients, The Dressing Room has since increased its physical retail space by another third, accompanied by a major renovation and a larger office for the ever-expanding team.

To further distinguish the boutique from big brands, The Dressing Room offers a uniquely personal shopping experience to its customers. Innovations including the launch of their Style Me service, a personal styling service that can be accessed either in store or online, work in tandem with its YouTube styling videos, the store’s Instagram account and 'Deryane’s Picks' page.

Deryane Tadd, owner and founder of The Dressing Room, said: "The future of St Albans High Street is looking promising. Not only do people come here for the beautiful historic buildings, they also come for the independent retailers."

"Despite a lot of causalities on high streets around the UK in recent years, independent businesses are working harder and collaborating to maintain their market share. As a result, the high street has become a more interesting and diverse place to shop."

"Following on from a significant increase in customers visiting us from further afield, we wanted a tool to encourage people to spend the perfect day or weekend in St Albans, so we created a destination page to showcase this. Our 'Visit St Albans' page not only showcases what our thriving city has to offer but it also directs customers visiting from far and wide to other independent businesses on the high street, in turn creating a strong community spirit which everyone benefits from."

The Dressing Room stocks over 80 brands which includes British, Scandinavian and American designs. The boutique’s owner Deryane Tadd was voted as Everywoman Retail Ambassador in 2013 and the business is a well-respected independent store, with six fashion industry under its belt.

Follow The Dressing Room: @DressingRoom1