I have spent a lot of money here over the years particularly on clothes.
The buyers here know their market and what they are doing, they stock a varied selection of very desirable and wearable clothes from generally (with exception of French Connection) non high street labels in a range of prices. Translation: if you buy something from here chances are you won't see ten other people in London wearing the same thing. I would say that the target market is the 25-45 year old local person who values looking good but doesn't want to break the bank. Twice yearly they hold really rather legendary 50% off sales top tip get in quick!
They also sell a decent selection of handbags and shoes. The labels they stock seem to vary (with the exception of a few stalwarts like Noanoa). I think this is indicative of the good buyers for example when Ash footwear became popular suddenly Ed was stocking it. I actually tend to ignore the gift section, yes its sometimes good for a nosey and a difficult gift but in my view, Ed's strength has always been clothing.
The service is ok, quite hands off, which can be a good thing. They tend to be very relaxed and leave you to it, even if you have very boisterous children in tow given Ed is located in nappy valley this again indicates their innate understanding of their target market. It can get busy but it is very spacious and has a great layout for coping with crowds.
Like many independent shops, don't expect returns to be easy! It will have to be a genuine reason. Personally, coming from a background of working in small fashion shops, I understand. Its not the same as Topshop or Marks and Spencers returns hurt small shops like this and even exchanges will sting a bit as a retailer its very easy to get burned by a few bad experiences of being ripped off by customers (trust me it happens!) and as a result even genuine returns and exchanges will be greeted with a prickly air. I understand it but it will bug some people.
All in all, well worth a look if you are in the area. read more