Trade Talks Tuesday: Why Independent Retailers like Harry Brand Continue to Thrive

As part of our Trade Talks Tuesday retailer visits, our team spent the day exploring some of East London's most inspiring independent shops, meeting the people behind them and learning what makes them so successful.

One of our favorite stops was Harry Brand, a family-run gift shop that has been a fixture of Columbia Road since the mid-1980s. Established by ceramicist Idonia van der Bijl, the shop has built a loyal following for its carefully curated collection of gifts, greeting cards, homeware and lifestyle products, from Cornish scented candles and Gluggle Jugs to beautiful wool throws, Jellycat and its iconic Columbia Road Christmas baubles.

We caught up with Jane Giles to talk about the unique appeal of Columbia Road, why trade shows remain essential for discovering new products, and the advice she'd give to brands hoping to secure shelf space in independent retail.

About Jane Giles

Jane Giles runs Harry Brand, an independent family-owned gift shop at 122 Columbia Road, London. Since opening in the mid-1980s, Harry Brand has become one of the destination stores on Columbia Road, known for its distinctive product ranges, playful personality and carefully curated selection of gifts that customers won't find just anywhere.

Website: https://www.harrybrand.co.uk/

Harry Brand has been part of Columbia Road for decades. What do you think has kept independent shops like yours relevant while so much of retail has changed?

Columbia Road is one of the UK's longest streets made up entirely of independent shops, with around 60 businesses all offering something different.

Although the buildings look very similar from the outside, every shop has its own identity. We work hard not to overlap with each other, so visitors can discover everything from perfume and fashion to books, homeware and gifts as they walk down the street.

That variety is what makes Columbia Road so special. Most of us are owner-operated businesses, which means we can adapt quickly and respond to what our customers are looking for in a way that larger chains often can't.

You see thousands of products every year. What makes you stop and think, "This belongs in Harry Brand"?

We source most of our products at trade shows, where it's fantastic to see large collections from wholesalers and distributors all in one place.

We're always looking for products with a sense of humour and collections that offer customers plenty of choice. If you walk around our shop you'll notice that we stock broad ranges within the same category—whether that's socks, greetings cards, candles or Gluggle Jugs.

You discover products in lots of different ways today. Where do you find the most exciting new brands?

Trade shows are by far the most important place for us.

I find it very difficult to buy products online because I need to see the object in person. I want to understand its texture, colour, size and overall quality before deciding whether it's right for the shop.

We're fortunate to have excellent trade shows in London, particularly Top Drawer, and I also travel to Spring Fair in Birmingham. Physical trade shows remain incredibly valuable, although I'm looking forward to experiencing my first online trade fair as well.

When a brand approaches you for the first time, what's something they do that immediately makes a good impression—and what's the quickest way to lose your interest?

The best suppliers have clearly done their homework.

They understand what we sell, who our customers are and whether their products genuinely fit our shop. They're also clear about their pricing and understand the commercial realities of working with independent retailers.

The quickest way to lose my interest is by walking in without looking around first.

Our shop is already quite full, so if someone presents products without considering where they'd actually fit, it immediately becomes a difficult conversation.

I always ask suppliers where they think their products would go in the shop. It's important to think beyond how something looks online and understand how it will work in a real retail environment.

If you could give one piece of advice to an independent brand hoping to be stocked by shops like Harry Brand, what would it be?

Do your homework.

Understand your costs, understand your pricing and remember that independent retailers have overheads that online marketplaces don't. We can't compete with manufacturers selling directly through platforms like Etsy, so it's important to have a pricing structure that works for both sides.

Most importantly, have a sense of humour, be kind, and take the time to understand the retailer before asking them to stock your products.

Key Takeaways

• Independent retail thrives when every shop offers something genuinely different.

• Trade shows remain Jane's preferred way to discover new products.

• Humour, strong collections and originality help products stand out.

• Suppliers who research a retailer before making contact make the best first impression.

• Understanding retail pricing and store realities is essential for successful partnerships.

• Kindness, preparation and personality still go a long way.

Harry Brand is a wonderful example of why independent retail continues to flourish.

Rather than trying to compete on volume, Jane and her team focus on creating a distinctive shopping experience filled with carefully curated products that make customers smile. In a world where so much retail has moved online, Harry Brand is proof that personality, expertise and thoughtful product curation remain invaluable.

Want to Reach More Retail Buyers?

Looking to put your brand in front of independent retailers like the ones featured in Trade Talks Tuesday?

Email events@xpofairs.com to book a demo and discover how The Gift Fair UK helps brands connect with qualified buyers all year round.