Independent womenswear retailer Dotique has reported strong growth across all channels in the first half of 2025, positioning itself as one of the UK’s leading boutiques responding effectively to shifting consumer behaviour and challenging retail conditions.
The multi-location business, with stores in Chesterfield, Peak Village and Witney, reported double-digit growth across all physical locations, with new store Witney outperforming initial forecasts. Online revenue also saw exceptional performance, more than doubling year-on-year. May delivered strong conversion rates, driven by sunny weather and increased footfall, while June saw a slight dip as a result of high rainfall impacting in-store visits.
“While the weather still plays a part, what we’re really seeing is the strength of our customer loyalty and the demand for meaningful in-store retail experiences that can’t be replicated online,” said Dorothy Robinson, founder of Dotique. “Our customers are travelling to visit us in-store, organising FaceTime styling appointments if further afar, and recommending us to others. The numbers only tell part of the story, what matters most is the relationship we’re building with every single person who shops with us.”
Dotique’s success comes at a time when many national retailers are reporting flat or negative performance. The boutique credits its resilience to a personal in-store experience, curated buying, and a flexible approach to merchandising that allows the team to respond quickly to real customer demand.
“At the heart of everything we do is making sure our customers leave feeling happier than when they walked in, whether they buy something or not,” said Dorothy. “Our customers know they can trust us to be honest. If something doesn’t suit, we’ll say so and help them find something that does. That kind of service has built real loyalty. People come back time and again, and some even make a weekend of it just to visit us. That’s what makes the difference.”
“When I’m buying, I’m not chasing trends. I’m looking for well-made pieces that feel good, fit properly and won’t be out of style next year,” she continued. “The quality has to be there. We help women build a wardrobe they actually wear – things that last, feel like them, and aren’t the same as what’s on every high street. That’s what makes Dotique different.”
Alongside its core womenswear offer, Dotique has made strategic moves in 2025, bringing in sought-after brands including Paige, Nobody’s Child (launching for AW25) and Joe Browns, as well as expanding into new categories. The introduction of menswear via A Fish Named Fred marked the beginning of a broader diversification strategy, with further category development planned in the second half of the year.
As the retail landscape continues to evolve, Dotique is proving that modern boutiques can thrive by blending personal service with digital innovation – and by keeping the customer experience at the centre of everything.
About Dotique
Dotique is an independent womenswear boutique with locations in Chesterfield, Peak Village and Witney. Founded by Dorothy Robinson, Dotique is known for its expert curation, warm service and real-life style advice. The boutique offers a carefully selected mix of timeless fashion, premium brands and hard-to-find pieces – helping women feel confident, comfortable and individual in what they wear. With a growing online presence and loyal customers travelling from across the UK to shop in-store, Dotique proves that personal service and quality fashion never go out of style.