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Lincoln children’s fantasy outfitter expands with city move

After 20 years in business, Lincoln-based children’s fantasy retailer Lucy Locket is celebrating an expansion and relocation within the city.

The company, which specialises in children’s partywear, magic wands, masks and other “must have” accessories, is confident that the move will put it on course for further success.

Lucy Locket, or Fairy Glam Ltd, completed the move from Wavell Drive on the Allenby Road Industrial Estate to premises on the Firth Road Business Centre (formerly a Lincoln Siemens site off Tritton Road).

Lucy Locket aims to be trading from its new premises by the end of August, and will be running a sale at its Wavell Drive premises on August 5 and 6 (10am to 4pm).

The new unit has been leased by Lincoln-based chartered surveyor Banks Long & Co.

The company is reporting a surge in online sales in recent months and says June attracted more online sales than ever before.

Lucy Locket is run by chief executive Paul Edwick and his wife, creative director Sarah Edwick. Their daughter Sally also works in the business.

Paul said: “We have been closely watching retailing trends. The growth in internet sales encouraged us to seriously consider pushing the online side of our business two years ago.

“Today more than 50% of sales are internet-related. We will remain both a “clicks and bricks” business as a traditional supplier to prestigious customers such as Harrods, Hamleys, Waitrose and LegoLand. That side remains very important to us.

“Our new premises are much bigger, open plan and also include a meeting room. They will allow our nine-strong team much more space in which to handle both online and offline sales and do their creative thinking.”

The company’s growth has seen it export to countries across the EU, and it will be taking on one new member of staff every six months along with the expansion.

Paul added: “We already employ someone who can speak German, French and Spanish, but we need more help in this area so, more immediately, we are keen to hear from languages students who would like to get some experience under their belts.”

Newly recruited Digital Marketing and PR Officer, Bryony Soord, said: “I’ve got lots of ideas for promoting the company digitally. At the moment, I am busy building up our blog ,designed by the talented Spiral Media.

“One of the things I am concentrating on is creating a safe online network, where parents, teachers and other people involved in dealing with children can share their thoughts on all sorts of issues.”

Banks Long & Co Surveyor Jag Landa said: “We are delighted to have leased substantial premises at the Firth Road Business Centre to the Fairy Glam team.

“This popular site lies just a few minutes walk from the shopping heart of Lincoln and it offers fast access to the wider East Midlands and beyond. We wish the business every success.”