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PR Artistry

Press Release

1 November 2007

North west London’s ‘Yummy Mummies’ favourite boutique invests in state of the art retail system as it opens second London store

Iris, a designer fashion boutique based in Queens Park, London NW6, has recently expanded by opening a second store in SW11 and has invested in a retail system from Eurostop. Eurostop, a leading supplier of retail systems to the fashion, footwear, jewellery and general merchandise sector, has supplied its complete retail management system, including WinRMIS and WinPOS. Iris, well known both in the local area and featured in fashion press Grazia, Easy Living and ES Magazine, stocks a wide range of clothing and accessories for women and children from many designers including Cacharel, Day Birger et Michelson, By Marlene Birger, Patrizia Pepe, Velvet and True Religion. Iris claims that using Eurostop’s systems enables the business to run more efficiently and supports its plans to expand.

Iris is using Eurostop’s system to monitor and manage stock flow between stores, enabling it to react quickly to customer demands. Sales are recorded at till point via WinPOS and downloaded to the WinRMIS head office system. Monitoring sales enables the company to identify best sellers and manage stock surplus, ensuring that capital is not tied up in unsolds. Reports from the Eurostop system also enable Iris to quickly measure sales margins and identify profitable lines.

Sarah Claassen, Director at Iris said: “Eurostop’s system is an invaluable tool for us as we expand. It provides us with all the information that we need to run our business efficiently. It is great to be able to run off reports that quickly tell me which lines are selling where, stock levels between the stores and profit margins.

“Our investment in Eurostop supports our long term business plans – it provides an excellent platform for businesses to grow.”

The company also plans to use the customer loyalty to build up its regular customers, inviting them to special events and parties and notifying them of particular promotions.

According to Denise Proctor, Sales Executive at Eurostop; “Eurostop’s expertise has been built up over the years working with clients in the fashion industry. Being able to manage stock and sales figures on a daily basis enables businesses to react quickly to customer demands. For stores like Iris, with a distinct customer base ensuring that they have the right merchandise and monitoring profit margins closely is critical. Managing sales margins can make the difference between a business being profitable or losing money and is vital to its survival.”


About Iris

Iris opened in September 2005. The creation of Sarah Claassen and Annie Pollet, friends and local mums who both live in Queens Park, London The pair felt that Iris would offer the area that they love a local shop that could provide high fashion from top designers.

Annie Pollett has an extensive fashion background, having worked for Calvin Klein, Nicole Fahri, and Earl Jean. Sarah Claasen developed the business plan. The store stocks top labels such as Cacharel, Day Birger et Michelson, By Marlene Birger, Patrizia Pepe, Velvet and True Religion amongst many others.

The boutique also stocks ‘All Small’ knitwear range and ‘Luck slippers’ both designed and made by local designers. It has been featured in many fashion magazines, including Grazia, Easy Living and ES Magazine.

For more information, please visit:

About Eurostop

Founded in 1990, Eurostop provides complete solutions for Retail Management for the Fashion, Footwear and General Merchandise sectors encompassing both hardware and software.

Eurostop’s flagship products consist of:

WinRMIS: A suite of head office management applications.

WinPOS: EPOS system for standalone shops, concessions and franchises that can be easily integrated with WinRMIS for larger users.

Customer Loyalty: Holds valuable customer data enabling sophisticated permission based marketing including support for Gift Cards.

Business Intelligence Cubes: Data mining Software

All Eurostop’s solutions can be fully integrated with other management and business systems, and all major ERP systems.

Integrated e-Commerce: Ready-to-go e-commerce solutions for Independent retailers that can be purchased out right, or as a hosted service.

Eurostop RS: Scaleable Rental Services for Eurostop’s products and services.

As well as advising on and supplying suitable hardware, Eurostop also undertakes training, support and custom development.

Eurostop has accreditation for Chip and PIN solutions, and together with partner Anderson Zaks provides a Chip and PIN managed service aimed at smaller retailers.
Eurostop also has established interfaces into Wholesale and Mail Order Systems.

High profile customers include: Ann Summers, Atlantic Clothing, Charles Tyrwhitt, Clone Zone, DAKS, Granditer Menswear, Joseph, Knickerbox, Long Tall Sally, Oliver Sweeney, Pavers Shoes and Punkyfish.

For more information visit: or contact:

Editors Contacts

Phillip Moylan Sales and Marketing Manager
Eurostop Limited
Tel: 020 8991 2700
PR Artistry Limited
Andreina West
Tel: 01491 639500
Fax: 01491 638866

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