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Hyndman believes there is “no original idea any more” – instead, building a business means carving out a niche, getting the brand name noticed, and collaborating rather than competing. “I think that encourages you to look at what you’re doing,” she says. “Looking at the competition and making it not competition, making them your peers.” The other big challenge is time, says Hyndman, and managing to fit in her band with her joy of travel as well as her shop. “If you could put more than 100% in, I’m definitely doing that,” she says. But over the years she has come across some ways to save herself a few hours, or even days, particularly after a long weekend at a festival. “At an event I would literally write everything down by hand, at the end of the day I’d add everything up, separate it into categories and I would spend a whole day afterwards just analysing the information,” she says. “I’m not a techie person, but I started geeking out on [payment platform] Square – you can use it to run stock inventory, track how many products you’re selling and see a sales report. It saved me so much time, which is one thing you can’t put a value on. “The nice thing is, I take a little bit less along to festivals now,” she says. “I used to take a clipboard, notebook, stock sheets, and loads of things like that. The stock management side of it became a little bit of hard work.
For the original version including any supplementary images or video, visit https://www.theguardian.com/the-square-route/2018/jun/14/from-online-to-on-the-high-street-how-one-fashion-brand-made-the-move