‘Side hustle’ fashion site expands into industrial premises
An Ilkeston-based fashion clearance website begun as a “side hustle” has expanded into industrial premises after just six months in business.
Ashley Allen launched SA22 Fashion in October 2022 after being made redundant from a retail job the previous month. Initially operating out of Allen’s garage, the company shipped 200 orders in its first month – a figure which has more than quadrupled as the business has grown.
The move to new premises at The Ropewalk Industrial Centre, which Allen completed in March, has enabled SA22 Fashion to double its warehouse capacity.
Allen said: “It’s a good story because it wasn’t actually planned as a full-time business. I wanted an extra income alongside a new job I was looking for but I never found that job and to be honest, the orders started coming in from day one and it went from filling my conservatory at home with stock to a converted garage-warehouse within the first month.
“I have been in retail for nearly 10 years but I never expected this business to be doing the volume it is doing so quickly. It really has been amazing.”
He continued: “My first Nike orders were about 36 units two weeks from a supplier to 100+ units every week and I’m selling out far too fast of most my stock. It’s a good problem to have and it’s now a 7 day-a-week operation to keep on top of orders and customer service but I love it!”
Allen is planning to increase the range of brands the company offers and add a team member following the move.
He added: “If things carry on the way they are then I am going to need an extra pair of hands to help me keep on top of demand and stock but if it goes that then the plan is to move across to one of the bigger units on the industrial estate where I’m based and double up as a physical retail store and warehouse. That’s one for 2024 or maybe the end of this year, we will see.”
