Cult online boutique Little Lies choose Dundee for first physical store

CULT online boutique Little Lies has chosen Dundee as the location for its first physical store.

The boho brand will open the doors to its concept store in the city’s Exchange Street on Saturday May 19.

Little Lies have strong connections to the area – starting from a bedroom in Kirkcaldy in 2015 and now distributing their stunning range worldwide from their headquarters in Perth.

But it was Dundee’s growing reputation as one of the coolest cities in the UK that drew them to Dundee.

Their store will sit between the bustling central shopping streets and the billion pound waterfront development and its jewel in the crown, the V&A museum, which is due to open later this year.

Little Lies founder Jade Beatson, 28, said she hopes their new store adds to the city’s growing cultural reputation.

She said: “Dundee has barely been out of the headlines lately for the strides they’ve been taking in terms of regeneration, design and an all-round cool vibe.

“We jumped at the chance to bring our very first physical store to the city.”

Jade added: “It’s a concept store – the idea being that we bring the boho vibe of our online offering to a real life retail setting for a limited time – allowing our customers to experience the brand and really touch and feel the quality of our products.

“We hope to offer our customers a chilled out, fun shopping experience with a wide range of unique clothing and homeware pieces available.

“We’re doing an initial run of three weeks in the store – but we think our range complements Dundee’s style perfectly.

“We’re here for a good time, not a long time, and if we’re right about that we’ll be looking to make Little Lies a permanent fixture in Dundee city centre.”

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