Posh v not-so-Posh: VERY different fashion boutiques ran by Victoria Beckham and her sister (4)

Like her sister, Louise has form when it comes to women’s clothes. Pictured, Louise, in her former store The Closet

LOUISE'S CUT-PRICE BAZAAR

First impressions

Hidden Closet, as Louise’s shop is called, is exactly that — it’s so tucked away that I spend half an hour wandering around a car park and have to ask in a kebab shop before finding it. It’s down an alleyway, next to a greasy spoon cafe, off the high street in Hoddesdon, a commuter town in Hertfordshire.

There’s no trendy entrance, just a plain, red-brick building with a sign across the top and a wooden door (complete with handle).

On the door

Instead of beefy bouncers, security comprises two CCTV cameras, streamed to a screen at the counter. It’s a little bizarre, since Louise can see all four corners of the shop from her seat anyway — but it pays to think big.

Absent owner

Like her sister, Louise has form when it comes to women’s clothes. This is her second boutique, following the closure of her first venture — The Closet — in nearby Cuffley.

Sadly, she, too, is nowhere to be seen, and instead the shop, which opened in November, is staffed by business partner Leighann Cook, 41.

But a rota taped to the counter shows it’s a rare absence: Louise is down to be working almost every other day.

The neighbours

Hoddesdon (pop. 20,000) may be a long way from Mayfair, but there’s a sizeable Sainsbury’s and an Aldi, as well as coffee shops and takeaways.

Louise’s competition is non-existent: an Oxfam shop, a bridalwear stockist and the local market, where dresses can be snapped up for £5.

With annual costs of £20,000 per 650 sq ft in the area, the tiny boutique —at 40 sq ft, probably smaller than her sister’s wardrobe — is cheap to rent.

Tempting wares

Rather than silk and leather, this is a paradise of nylon and polyester, with cheap, flimsy fabrics, garish colours and little-known labels littering the rails.

Unlike Victoria, Louise doesn’t design the clothes. Instead, she buys directly from cut-price brands — with names like Traffic People and Reckon.

As well as clothing, customers can peruse knitwear (£14.50 for a fuchsia pink bobble hat), bags (£21) and jewellery (£17 for a silver-plated necklace).

Price tags

Louise says her aim is to be ‘affordable’, adding that there is a ‘massive, massive difference’ between her shop and her sister’s.

‘People don’t have as much money to spend on clothes,’ she explains. ‘If someone comes in wanting a dress for their Friday night for £20, they can get it here.’

When I visit, there’s a £26 checked blouse on offer, a £30 black lace crop top and shorts and a £20 vest covered in silver glitter.

The most expensive item is an £81 faux leather pink jacket, while the cheapest is a blue furry pompom keyring with a diamante chain for £7.

A keyring in Victoria’s store costs £165 — more than 23 times as much.

Hidden Closet, as Louise’s shop is called, is exactly that — it’s so tucked away that I spend half an hour wandering around a car park and have to ask in a kebab shop before finding it