New city shop hails V&A Dundee “cool” factor

© SuppliedJade in the stockroom of her Little Lies store in Dundee.
Jade in the stockroom of her Little Lies store in Dundee.

The proprietor of a new Scottish fashion brand has hailed the “V&A pull” as one of the biggest factors behind its decision to open in the city.

Jade Beatson, owner and founder of boutique Little Lies, said the decision to base the company’s HQ in “Downtown Dundee” was due to its growing status as one of the “coolest cities in the UK”.

The firm, which started in a bedroom in Kirkcaldy in 2015, will begin trading on Union Street next Saturday, as the doors of the V&A swing open to public for the first time.

Three employees have already been hired to run the store, with more to follow as the festive period draws near.

Jade said: “We read all the time how online retailers are killing the High Street – but for us it has been completely the opposite.

“We started out as an exclusively online business but now we’re bringing our brand to a city centre for the first time.

“Little Lies has strong roots in the local area and when it came to deciding where to open our first permanent shop Dundee was the natural choice.

“There is a strong independent retail presence in the Downtown Dundee area – but the growing reputation of Dundee as one of the coolest cities in the UK has been a massive factor.

“Our range is inspired by music and the fact that so many massive gigs are being staged just round the corner from us is huge.”

She said the presence of the V&A had been a major factor in the decision to locate in Dundee and she was certain other brands would follow suit.

She continued: “Obviously the V&A being literally at the bottom of the street from the shop is massive for us.

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“We are also moving our entire online operation to the new location which is a big step.

“We are bringing something unique to a unique city that is very much on the up and we can’t wait to be part of it.”