A play on hit TV show The Only Way is Essex is used to attract shoppers on Shadestation's retail site.

Independent accessories retailer forecasts £5m turnover for 2011.

Independent accessories retailer Shadestation is celebrating year-on-year growth of 45% and the opening of a new 1,500sq ft, flagship store in Leeds’ Victoria Quarter, following the expansion of its watch and jewellery offer.

Now in its 12th year of trading, the company has enjoyed year-on-year growth of almost 45% and is forecasting a record turnover of £5 million for 2011.


Shadestation’s trasactional website receives more than 45,000 unique visitors a week and claims to be the only accessory retailer in the UK to offer virtual visualisation, a technology that allows the consumer to rotate products by 360 degrees.

Shadestation joint managing director Jocelyn Anders, said: “We are very excited about expanding the business with the launch of our new, larger store. Due to the fast paced and ever-evolving nature of the style industry, we are constantly reviewing the latest trends, styles and brands and updating our collections accordingly.

“We have seen 10 new brands come on board in the last few months and with over 15,000 products, we wanted to showcase our offering as best we could, whilst making the shopping experience as enjoyable as possible for our customers.”

The company has developed over the past 12 years from originally specialising in designer sunglasses to expanding its reach firstly with watches and more recently with jewellery and accessories.

The company continues to grow its jewellery collection with brands including Coeur de Lion, Guess, Fossil, Pilgrim, Dogeared and Azuni.

The new store will also showcase watches from more than 55 brands including D&G, Michael Kors, Marc by Marc Jacobs, Baby G, Hip Hop and Skagen.


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