Fruity Booty

Urgent Call to Action: Help Us Reverse the Tourist Tax Over 200 business leaders have already signed a crucial letter to the Chancellor, Rachel Reeves, urging the reinstatement of tax-free shopping for tourists as part of the Government’s new growth strategy. This "tourist tax" is a self-inflicted wound putting the UK at a severe disadvantage, driving tourists—and their spending power—away from our shores. But we need more voices. To maximize our impact before the Budget on October 30th, we aim to get at least 300 more signatures. Your help is vital. Your support is crucial if you are an owner, founder, CEO, or senior leader in the retail, hospitality, travel, or tourism sectors. Please consider adding your name, job title, and business to the growing list of signatories. You can email them to me first at hattie@fruitybooty.co.uk, and I'll pass them forward to be added. Together, we can demonstrate the urgent need to scrap this tax and boost economic growth. James Chapman and Julia Carrick OBE are leading this campaign in their own time because they believe in its importance.

What it was like to run a Small Fashion Brand in 2023, an honest review: Jan - we learned that people like to shop in the darkest month of the year Feb & March - we consolidated our brand and communications strategy with Nerea Echebarria who works with brands such as Wales Bonner April - worked with the amazing Clint Garnier who helped us create a winning paid marketing strategy, among many other things!! May - we partnered with independent bakery MAISON BERTAUX to launch our SS23 collection and people loved it so much that the clothing sold out in 4 days June - swimwear rocks for an underwear brand, we could have gone even bigger with the collection July - my co-founder and I split. One of the hardest times in both of our lives to say the least, but an important step for both of us and Fruity Booty. August & September - two of the quietest retail months in the year driven by i) summer holidays and ii) the weakest period of consumer demand in 2023 due to the cost of living crisis. W felt it as a small business but everything comes in peaks and pits in this industry. October - collaborated with PEACHY DEN on a hugely successful post-summer sample sale in Hoxton. Queues down the street! + Our first-ever everyday essentials underwear collection launched and it sold out within a month. November - opened our third London pop-up in the heart of Soho next to Annie's Ibiza. It was an amazing learning curve to open a shop for more than 10 days - the max amount of time we've ever done a pop-up for. As always we loved meeting our customers and it gave us an appetite to open a shop permanently! December - retail picked up this month and we had an incredible gift offering. December + underwear = a perfect match.