Celebrating 10 Years of Biscuit : A Decade of Independent Style
Celebrating Biscuit's tenth birthday!
Memories of a decade at biscuit
As we mark a decade of Biscuit Clothing, it's a moment to reflect on our journey and celebrate our achievements as an independent womenswear brand founded by Amanda Mitchell. Over the past ten years, we feel that Biscuit Clothing has carved a distinct niche in the fashion industry, captivating our customers with a commitment to quality, craftsmanship, and timeless style.
This ten year celebration not only honours our past, but also allows us to look forward to the future. The world of independent retail has never been easy, but focussing on our successes as a team and brand with fantastic and loyal customers, certainly makes it a job worth the early mornings and (sometimes) sleepless nights!
The Birth of a Brand
Biscuit Clothing was born out of Amanda's vision to create a brand that offered more than just clothing - "A woman might go out to buy a pair of jeans, but she will probably go home with some lipstick, a book and some cards as well, if you have the right thing for her."
Our locations were carefully chosen - many afternoons spent driving, walking and observing everyday women live their lives - the right street with the appropriate neighbouring independents was essential in crafting the Biscuit brand.
But far from being built on a whim, the brand as we know it evolved from a lifetime of experience. Amanda's great-great-grandfather was Frank Bentall, founder of department store group Bentall's, where Amanda worked as the contemporary fashion buyer between 1994 and 2003. Prominent retailers including Gap and Harvey Nichols are also among those listed on her CV, but Biscuit has truly allowed her heart to sing!
From its inception, Biscuit has been driven by a dedication to quality materials and meticulous craftsmanship. This ethos is reflected in every collection, emphasising garments that are both beautiful and enduring. Amanda’s vision remains to offer women an alternative to fleeting fashion trends, focusing instead on pieces that blend elegance with ease and adapt seamlessly to various aspects of life.
Whilst the name Biscuit is actually a reference to Amanda's family nickname - it also, in a way, reflects a philosophy akin to the comfort of a freshly baked biscuit—warm, familiar, and crafted with care! We want our stores to envelop you as you walk in - with irresistible clothing and accessories, a relaxed ambience and top-tier customer service. Shopping should never be a chore, it is a means of self care, of joy and inspiration!
A Decade of Unique Style
Throughout the past ten years, Biscuit has developed a distinctive aesthetic characterised by a harmonious blend of classic silhouettes and modern designs. Each brand stocked is carefully selected and considered in order to offer versatile pieces that transition effortlessly from day to night, catering to the modern woman who values both style and functionality.
When we first opened on Edinburgh's historic Thistle Street, we very much catered to a more formal style - from the perfect office separates to timeless occasion pieces. The appetite for these has somewhat shifted post-covid, and the closure of our Thistle Street branch has allowed us to develop and hone our offering to our core customer base. Never ones to pigeon-hole, we aim to appeal to stay-at-home mother's, professional career women and working mothers alike. After all, we sell just as many dresses as we do trainers!
It's true that as we reflect, many brands that we opened with have remained staples of Biscuit - think Des Petits Hauts, Yaya, Plum & Ashby and True Grace to name a few! Since then, we have welcomed a fair few more into the fold - today stocking well over 50 brands under the Biscuit umbrella!
Biscuit Photoshoots
Building a Community
Central to our philosophy at Biscuit is the creation of a community around the brand. We are very lucky to have our two bricks-and-mortar stores which have - almost by default - fostered a trust and understanding within the communities in which we are based. However we cannot forget the omni-channel approach we have so strived to build over the years - by engaging with you through our social media platforms and online interactions, we have only built upon and strengthened this sense of connection among our customers.
This community-centric approach not only fosters brand loyalty but has encouraged a dialogue about fashion choices, sustainability, and the importance of supporting independent brands - which is something Biscuit as a team are naturally passionate about!
The Role of Online Growth
Lockdown was a challenge for every business - independent and otherwise - however it was here that our website came into it's own! No longer able to come to us in store, we felt the enormous love from our customers who took to the Biscuit website to shop and interact! We love thinking about those days - largely at home and isolated - and how the arrival of a little biscuit-printed white bag would bring a smile to the faces of a customer - old or new!
It was obvious that by embracing online retail, we would only grow our brand - reaching a broader audience. Expanding beyond our Scottish roots and connecting with customers worldwide, has provided the convenience of shopping from home while maintaining the personal touch that defines Biscuit as a brand!
Of that time, Amanda says: “Lockdown allowed me to re-examine what I was doing. Without day-to-day stuff to distract me, I could think more clearly. I knew I needed to devote more to online and social media. Pre-pandemic, we were happy to send out two online orders a day. Now we post over 100 parcels some days."
Whether our customers are shopping from the comfort of their home just streets away from one of our stores, or from within the UAE, USA or from somewhere across Europe, our commitment remains the same.
The Biscuit Aesthetic
Known for our distinctive aesthetic, we have to give thanks to the brands we stock which are carefully selected and marketed by Amanda and our small team based just outside of Edinburgh. We strive to build a collection that will not only appeal to our core demographic - serving them well from day to night - but also having been made with high quality materials in a sustainable and ethical way.
Whilst never trend led, we understand the desires of our customers and their affinity to different clothing styles. Lovers of oversized, colourful pieces are often drawn to our Scandinavian brands such as Stella Nova, Stine Goya and Levete Room, fans of chic, elegant separates enjoy selecting from our French brands like Des Petits Hauts, Emile & Ida and Ba&sh, whereas those who love print and covet a desire for freedom are often drawn to brands like Pink City Prints and Bonte, who celebrate Indian block prints and colours.
Biscuit Brands
Something that we really enjoy doing is taking our brands and displaying them 'the biscuit way', not only in store, but also at our seasonal photoshoots where the styling really speaks to our customers. It is very rare that a brand is truly exclusive to one boutique, but there should be a reason that shoppers come to us - a difference that sets us apart from the rest. This is where Biscuit really comes to life - from photoshoots in Portugal, to Winter shoots in the highlands or moody shots within a misty cutting garden, these images form the basis of our online campaigns, which we feel set us apart from the competition!
Biscuit Photoshoots
The Future of Biscuit
As Biscuit continues to grow, we remain committed to our core values of quality, craftsmanship, and community. As a brand, we are focused on expanding our online presence further, exploring new markets, whilst continuing to innovate with sustainable practices. By staying true to our roots while embracing new opportunities, we hope that for years to come we remain a beloved independent brand in the ever-evolving fashion industry.
Whilst online is certainly one area of expansion, we certainly aren't leaving behind our physical stores! In fact, it is our intention to continue to build upon the loyal and loving communities we have in both our Bruntsfield, Edinburgh and Hyndland, Glasgow neighbourhoods. As Amanda said all those years ago, Biscuit was never destined to be just a place to buy clothes - we are about so much more than that! From our blogs on our favourite books and neighbourhood cafes, to our seasonal fashion shows and roster of in-store events, we want to bring you behind the scenes at Biscuit.
We hope that, whilst it has certainly never been an easy ride, we are an example that a small independent can achieve success through hard work, perseverance, and the commitment to quality and community. That being open to change and adapting in the face of adversity, can captivate an audience and speak to authenticity and integrity.
Whether you're seeking to embrace a more thoughtful wardrobe or simply appreciate unique style, Biscuit invites you to be part of its inspiring journey. Thank you for your heartfelt support over the last ten years - here's to the next decade!
Biscuit Clothing & Living
Biscuit is about so much more than just beautiful clothes and accessories. We thrive on conversation and interaction with our customers and community. As a small indie, we recognise the importance of our high street and supporting all small businesses. We love to find out about you and what makes you tick - from your favourite biscuit, to food and trends! Our blog is where we explore these topics and so much more!
