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Posh v not-so-Posh: VERY different fashion boutiques ran by Victoria Beckham and her sister (3)

(Mail Online)    14:53, February 24, 2016

The store’s signature scent comes from the £180 Feu du Bois candles by exclusive brand Diptyque dotted around the shop floor. I count at least £1,000 worth of burning wax

Disappointingly, there was no sign of any of the family when I visited this week. But shop assistant Katy tells me: ‘Victoria always pops in when she’s in London — we see her a lot.' Pictured, Posh seen leaving her London store on February 23

Busy day?

Apart from an elderly couple, who spent precisely 30 seconds doing a circuit, I was the only customer. The shop is notoriously quiet. With such steep price tags, even those who visit don’t always buy.

Last year, the Mail monitored customers over five weekdays and found that, out of 368 visitors, only 16 emerged with purchases.

Celebrity customers

Vogue editor Anna Wintour is a regular, along with Chanel-clad heiresses, high-powered businesswomen and top models.

Many visit with minders or drivers, and they’re not the type to carry their own purchases.

Debbie Buitendam, 45, a housewife from Holland, was ‘delighted’ with hers, a £1,395 dress, while teacher Georgina Sissel, 36, bought a pair of £370 sunglasses.

‘I’ve been before and I’d be happy to shop here again,’ she said.

Apart from an elderly couple, who spent precisely 30 seconds doing a circuit, I was the only customer. The shop is notoriously quiet. With such steep price tags, even those who visit don’t always buy. Pictured, Victoria's family Jackie Adams, Louise Adams (centre) and Anthony Adams leave the shop in September 2014

Help for husbands

Male shoppers, fear not — the staff are trained to assist bewildered other halves.

‘[They] help them select the right piece, take them through the collections,’ Victoria explains. There’s even special seating upstairs, ‘so that a husband can wait while his wife is looking at a dress’.

To the tills

There are famously no tills — Posh deemed them ‘ugly’ — and purchases are made through iPads, which staff carry around on shoulder straps.

They simply scan the barcode, swipe your card on a reader attached to the back of the iPad — et voila!

Or that’s the idea. Unfortunately, when I try to pay, there are electronic glitches, and shop assistant Katy has to wheel out an old-fashioned card machine instead. So much for seamless technology.

My purchase comes wrapped in a pass-the-parcel style bundle of tissues and ribbons, in a chic black-and-white paper bag.


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(Editor:Yao Xinyu,Bianji)

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