The Nottingham womenswear brand, Stick and Ribbon is set to open a new high street location on Bridlesmith Gate. The brightly coloured blue premises was once the popular Tokenhouse and will open its doors on Saturday, May 14.
Stick n Ribbon has had several locations across the city centre but is currently located in Cobden Chambers with a range of independent stores. This isn't their first high street shop as they were once located in the iconic Flying Horse Walk.
Owner Sally Longden is excited about the launch and the new businesses breathing life back into Bridlesmith Gate. Sally runs the store with her daughter, Ellie Philpott. Together they offer a comprehensive line-up of independent brands, tailoring services, style consultations and at-home wardrobe management.
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"We had a reasonably big shop when we first opened in Flying Horse Walk but this is about being on the actual high street rather than being shut away in an arcade or alleyway. It's not easy for people to find you if you are hidden away, especially where we are now in Cobden Chambers because it's only about 10 percent of people who know where that is," Sally said.
She added: "The other reason is that we haven't been in a position before where we could afford the rent on Bridlesmith Gate or in any premium location in the city. Since property developer, Arran Bailey has come on board, they really want to help Nottingham get back on its feet with independent retailers."
Nottingham-property developers ALB Group has purchased, to date, eleven different properties in Bridlesmith Gate, Lister Gate and Byard Lane with a view to making the streets 'cool again.' It follows a number of high-profile closures on the street including Whistles, Cath Kidson and MAC Cosmetics over the years.
Speaking with the Post, Mr. Bailey said; "We want to make this area cool again – bring a vibrancy back that Nottingham was once known for. We want to see this part of Nottingham get a buzz like we’ve seen in areas like Hockley."
Sally commented: "That's what Nottingham was always known and loved for - its little boutiques, small shops and independents. It's great to see them do something about it by reducing rent and making it a bit more affordable and flexible. It's really helping the city to get back on its feet."
"It will be so lovely to see Bridlesmith Gate buzzing again and people actually walking around there. It's been like a ghost town for the last few years so it's an exciting time. We aren't sure what will happen with Broadmarsh but we are going to be ready no matter what happens."
The iconic burgundy building was once home to Tokenhouse before the brand relocated to St. Peter's Gate street. It has been vacant for a number of years since then but Sally said the brand has been in touch to offer its support.
"It's scary as well because that particular store with the burgundy paintwork is such as iconic building in the city when it was Tokenhouse. There has been nothing in there since but we wanted to stay true to the original building and keep it as lovely as possible. Tokenhouse has been in touch with us to say they like what we are doing which means a lot to us," Sally said.
"We want to make it a lovely place for women to shop because we know the high street has lost a lot of its likability over the years. We've always been about making shopping fun and we will be offering a lot of personal service with a great selection of jeans too."
The brand will have some mid-week deals in the run-up to the opening on Saturday, May 14 and the team hopes to celebrate with their loyal customers.
"We have loads to do yet but we will be ready. We have midweek launch events for our VIP customers, families and friends. We've also invited people who have supported us over the years to come along on the day. We hope to have a glass of fizz with everybody and just enjoy the day."
