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The capital's leading upmarket small retailers are getting coaching to help them defy the recession and become as big as British brands such as Burberry.
The firms include womenswear designer Britt Lintner, whose garments have been worn by Sarah Brown, the Prime Minister's wife.
Another is Little Venice Cake Company, which has built up a client list by word of mouth that includes Madonna and David Beckham.
They will be mentored for a year by some of the UK's best business minds after winning a Dragon's Den-style process. Each needed to prove they had the quality and sound finance to expand their customer base if given hands-on guidance.
The firms get advice every month from the former managing director of leather goods maker Smythson, Sarah Elton; the managing director of Harrods, Michael Ward; and McKinsey strategist Guy Salter. The initiative is run by the Walpole group, which promotes British brands.
Ms Lintner, 38, runs her fashion business in the evening after she puts her two children, who are under two, to bed. She spends her days trading at Mayfair hedge fund GLG Partners.
She said: "The company's done very well so far - the secret is organisation. But I think it can go much further. I'm hoping this can help me expand global and online sales while keeping production at my Holland Park studio and keeping the price point below £500."
Ms Lintner was catapulted into the limelight this year by designing for Mrs Brown on occasions such as Barack Obama's London visit.
Little Venice Cake Company founder Mich Turner, 39, also plans to expand into Europe after making wedding cakes for Madonna and Cheryl Cole, and birthday cakes for Prince Charles and David Beckham. From her Marylebone base she supplies Harrods, Harvey Nichols and hotels such as the Savoy. "I feel it's time to expand and raise awareness," she said. "I want to make my cakes more accessible, so more people hear about them and can buy them. I'm getting interest from abroad."
Other companies in the scheme include male spa Gentlemen's Tonic, loungewear designers Pyjama Room, children's outfitters Caramel Baby & Child, shoemaker Lodger Footwear, pet accessory firm Mungo and Maud and men's beachwear designer Orlebar Brown.
Reader views (2)
What a great and interesting initiative at a time when our government are currently basing their investment in UK small business on a report that says there will be no small business by 2015, small business needs all the help it can get! - look at the federation of small business website for moe information on this.
- Cake Decorator, christchurch, dorset, 17/06/2009 21:11
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".. whose garments have been worn by Sarah Brown, the Prime Minister's wife."
I thought the idea in branding was to make the product attractive to jo-public?
- Frank, Home Counties, England., 03/06/2009 13:21
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