Shops & Markets

“More than just a shop”: Hale boutique in line for prestigious award – again

By David Prior at

Hale childrenswear shop Pixie has been announced as a finalist in the prestigious Drapers Independents Awards 2016 for the third year running – with judges hailing the boutique as “more than just a shop”.

The Ashley Road shop, which celebrates its sixth birthday this month, has been nominated in the niche retailer category and is a finalist alongside six other stores across the UK.

The Drapers awards are generally acknowledged to be the ‘Oscars’ of the fashion retail industry, recognising the leading and most innovative stores in the independent sector.

Gillian Franks, who set up Pixie in August 2010, said: “We are so delighted to be nominated for the third year running. My team at Pixie have worked so hard and thoroughly deserve the recognition of being shortlisted.

“I am particularly proud of their tireless efforts, our great range of quality products and the excellent customer service we endeavour to provide to our customers. This week also marks the sixth full year that Pixie has been in existence, and we’re still going strong, so to be able celebrate our birthday in this way is amazing!”

Inside Pixie in the heart of Hale village

Inside Pixie in the heart of Hale village

Targeted predominantly at parents and carers of children aged 0 to 14, Pixie is a one-stop shop for beautiful childrenswear, inspirational craft and construction toys, great womenswear, accessories and gifts.

Despite competition from supermarket chains and online operators, Pixie has managed to stay ahead by focusing on a highly personalised and connected customer experience across online and offline services.

“’We have invested in appealing shop design, excellent staff who are knowledgeable and are prepared to go that extra mile in response to customer requests and making recommendations based on our in-depth knowledge of their needs,’” added Gillian.

Owner Gillian Franks inside Pixie, which celebrates its sixth birthday this month

Owner Gillian Franks inside Pixie, which celebrates its sixth birthday this month

Gillian mixes up the shop’s product lines in response to demand and actively involves her staff in the buying process, taking them on buying trips and encouraging them to search for brands and products that fit the Pixie brand, such as Someday Soon and Becksondergaard, Scotch & Soda and Angel’s Face. To ensure customers have access to the full range, Pixie work closely with suppliers to organise additional activity such as pop-up shops and Angel’s Face will be showcasing their products via a pop up shop in-store in October.

Pixie had to complete a rigorous application process followed by a store visit from the Drapers editorial staff. The criteria for the judges was mix of good financial performance, a well-devised business plan and lively execution, and an excellent looking store.

Pixie is located on Ashley Road in Hale village. Visit Pixie online at http://pixiechildrenswear.co.uk/, which offers free gift wrapping and a free click & collect service both in-store and with complimentary indie, Black White Denim, in neighbouring village Wilmslow.

Pixie has been nominated for a Drapers award for the third year running

Pixie has been nominated for a Drapers award for the third year running