Belly Button’s refit complete

The new shop is a good way to test out new Belly Button designs
The new shop is a good way to test out new Belly Button designs

Belly Button’s flagship store on Burton Road in West Didsbury, Manchester has reopened after a major facelift. The team closed the store back in October, gutting the store and giving it a whole new look. There is now a larger proportion of Belly Button own-product in the new shop, as well as new lines from Joma, Hubsch and Jelly Cat.

The shop carries a full range of Jelly Cat
The shop carries a full range of Jelly Cat

“The new look has gone down well with our customers and the team,” says Belly Button founder, Rachel Hare. “The store is a great way we can test the market for retailers and feed in first hand insights into the creative team. Sales are up since we re-opened. The Belly Button Platinum and Paloma ranges have hit the ground running. There is now more room to browse especially if you have a pram which is important.”

Joma is a new range in the shop
Joma is a new range in the shop

Head of buying Catherine Laycock adds: “Customers love the extra space and new layout and are relieved that we are still there! Apparently, some were concerned we were moving. The support for the small independents is strong in Didsbury.”

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