Swanage, Dorset

Overview

Tilly Whims is a long-established and highly regarded independent ladies' clothing, footwear and accessories retail business located in the attractive coastal town of Swanage, Dorset. Trading in Swanage for approximately 45 years, and under the current ownership for the past 12 years, the business has built a strong reputation for quality products, friendly service and distinctive retail presentation.

The business has recently relocated to boutique-style premises, creating an inviting environment focused on ladies' fashion, footwear and accessories. It offers a carefully selected range of clothing, footwear, bags and accessories drawn from a number of distinctive and well-regarded brands.

Occupying one of the best spots in The Square, Tilly Whims benefits from repeat custom throughout the year from loyal returning customers, local residents, holidaymakers and visitors to the town. It is offered for sale individually, providing a genuine standalone retail opportunity, with scope by separate negotiation to acquire the seller's complementary sister business.

Business Highlights

- Long-established Swanage retail business with a trading history of approximately 45 years
- Headline turnover historically of around £240,000
- Ladies' clothing, footwear and accessories offering under a revised trading model
- Recently relocated into boutique-style premises in a prime position in The Square
- Strong local reputation and loyal repeat customer base
- Significant seasonal tourism footfall throughout the year
- Established supplier relationships and well-regarded, distinctive fashion brands
- Existing website and online presence with clear scope to grow

The Business

Tilly Whims operates as a traditional in-store independent retailer, offering a curated range of ladies' clothing, footwear, bags and accessories sourced from a number of distinctive and well-regarded fashion brands, together with quality footwear and back-support bag lines. The business is run by the owners with support from experienced part-time staff who work flexibly, providing useful continuity for an incoming purchaser while remaining comfortably suited to an owner-managed model.

The sale is understood to include the fixtures, fittings, displays, shelving and retail infrastructure required for continued trading. Its defensibility rests on a well-established name, a loyal customer base built over decades, an attractive product range and a prominent trading position, giving a buyer a genuine turnkey opportunity.

Location

Tilly Whims is located in Swanage, Dorset, a highly desirable Victorian seaside town on the Jurassic Coast, occupying an attractive trading position close to independent retailers, hospitality businesses and town centre amenities.

The town enjoys strong year-round local trade alongside substantial seasonal footfall from tourists, holidaymakers, day visitors and second-home owners. A strong calendar of events, including art, folk, jazz, pirate, fairy and fish festivals, together with a busy programme of summer activities during Carnival and RNLI weeks, helps to boost footfall and support consistent retail trade. The location is particularly well suited to distinctive, high-quality ladies' clothing, footwear and accessories retailing.

Premises & Tenure

The business trades from attractive, recently relocated boutique-style premises in a prime position within The Square. The premises are held on a leasehold basis, and the landlords have indicated a willingness to enter into a new lease, subject to the usual checks and legal process. Any assignment or new lease arrangement would be subject to landlord approval and the usual legal process.

Financial Overview

The seller advises the following headline trading figures:

- Gross turnover historically of approximately £240,000
- Gross turnover expected to be in the region of £150,000 going forward, following the change in trading focus to ladies' items only
- Adjusted net profit currently advised at circa £12,000
- The seller expects profit to improve due to reduced overheads under the revised trading model
- Stock of approximately £35,000, to be purchased in addition at valuation on completion

Further financial information can be made available to seriously interested parties following buyer qualification and confidentiality checks.

Growth Potential

Tilly Whims offers clear opportunities for future growth, particularly for a buyer with retail, digital marketing or e-commerce experience:

- Developing online sales and expanding the website into a stronger e-commerce platform
- Increasing social media activity and improving SEO and Google Business optimisation
- Introducing email marketing and customer retention campaigns
- Expanding seasonal and tourist-focused product ranges, including postal ranges
- Building local partnerships and enhancing window displays and visual merchandising

The revised trading model may also provide a leaner cost base and the opportunity to improve profitability through tighter stock control, lower overheads and continued development of the boutique retail offering.

Reason for Sale

The business is offered for sale due to the owners' planned retirement.

Next Steps

All enquiries are strictly confidential, and viewings will be arranged by appointment only. Interested parties must not approach staff directly or enter into any discussion with employees regarding the sale of the business. All enquiries, requests for information and viewing arrangements must be made through Goodwins Business Brokers or directly through the sellers by prior agreement. Full details are available in the Information Memorandum.