Success Story
A family-run occasion wear rental service has moved into a new boutique in Muir of Ord on the Black Isle, offering luxury outfits at a fraction of their retail price to hire for special events.
| Region/Nation | Scotland |
|---|---|
| Sector | Wholesale and Retail Trade |
| Programme | Start Up Loans |
| Partner |
Set up by mum Carla and her two teenage daughters Lia and Ashlee Smith earlier this year, the concept has so far proved incredibly popular with people looking for wedding guest outfits, bridesmaid dresses, and prom gowns. Ashlia – which is named after the two girls – began as an online-only venture but opened its doors to a new unit at Ord Industrial Estate last week, giving customers the chance to come in and try on outfits in-person before their events.
Funding from the British Business Bank’s Start Up Loans programme and GC Business Finance has supported the refurbishment and fit-out of the new store in time for peak wedding and party season, as well as bringing in new stock.
Ashlia offers occasion wear in sizes six to 22, with a range of matching accessories also available. Its founders believe that fashion should be both glamorous and responsible, with sustainability ingrained in every aspect of the business, from eco-friendly packaging to promoting a culture of reuse and recycling.
Carla has a background in retail and design, having studied business and fashion at Glasgow Caledonian University, and she has previously showcased her collections on the runway at London Fashion Week. Over the years, she has collated an extensive collection of occasion wear which is frequently borrowed by family, friends and colleagues. This personal collection is now accessible to Ashlia’s customers, who can hire items for up to 30 days.
Lia and Ashlee are both studying alongside supporting the business. Lia is working towards a sports management degree at the University of the Highlands and Islands (UHI), while Ashlee is in her final year of secondary school.
With the new shop up and running, the team is now looking at hiring additional staff and considering expansion into other Scottish towns and cities. According to Forbes, the global apparel rental market was estimated to be worth $6.2 billion in 2023 – more than double the $2.6 billion valuation from 2016.
We’ve been blown away by the reaction so far to our dress hire concept, with people renting outfits for prom, graduation dances, the races, weddings and more. We took some of the collection to the Lochardil Wedding Fair a few weeks ago and so many people wanted to know how the rental process worked, considering it as a more sustainable and affordable way to look their best at upcoming events.
With our new store open, we’ll be able to help even more customers to find the right outfits with the space for them to try on different styles and experiment with different accessories. Everyone wants to look their best when they are going out, but often these outfits are only worn once. Renting a dress is not only great for the planet but also means people can wear luxury pieces at a much more affordable cost.
- Lia Smith Occupation / Organization
The British Business Bank’s Start Up Loans programme has supported 370 entrepreneurs and delivered more than £3.8 million in loans to new business owners in the Highlands since it began.
Fast fashion has a significant environmental footprint, so it is great to support a family-run business which is going against the trend and providing a way to make style more sustainable. The market looks set to grow with consumers increasingly looking for more eco-conscious options when shopping, and Ashlia is well positioned to maximise that opportunity. As well as supporting financially, the British Business Bank recognises the role smaller businesses can play in the transition to a more sustainable, net-zero economy. - Barry McCulloch Senior Manager, UK Network, Scotland at the British Business Bank
We were impressed by the positive impact Ashlia is having on the fashion industry, offering a sustainable alternative to what are often one-wear outfits. Carla, Lia and Ashlee's innovation really stood out to us, as they provide a service that is catering to the changing attitudes of consumers and demand around clothing.
It is important that we support businesses like Ashlia and we look forward to seeing them build on a successful launch and grow their business further.
- Alex Mearns Head of Startup Lending at GC Business Finance
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