Internet retailer Box2 makes and sells fashionable clothes for larger women. Catharine Hewitson finds out more.

MAIL order fashion brand Box2 for women size 12 and over is holding two road shows in the region.

The website, which has more than 85,000 women on its database, is celebrating a recent revamp by giving new and existing customers a chance to try on outfits before they buy.

Box2’s range, which includes linen trousers, palazzo pants and chic tunics in lightweight fabrics, is certainly evocative of co-founder and owner Nicky Allen’s time spent in Naples in the Seventies. “Naples in the 1970s was fantastic: the people, the food… the whole lifestyle was wonderful,” she recalls. “Italian style is what I look to when I put the collection together.”

In 2000, Nicky started to focus exclusively on a line for larger sizes, after spotting a gap in the market for fashionable plus-size clothing. She felt that there was no stylish clothing available for the larger lady, but she knew that there was a significant demand. “My larger customers wanted the same clothes that were available in the smaller sizes, but they simply didn’t exist at the time.”

Nicky’s idea was met with instant success. “As a larger lady myself, I could relate to how my customers felt,” she says. “All styles are available from sizes 12 to 30 and suit the whole size range, which is the key to my business.”

Designers are brought in to create pieces for each collection, but Nicky has strong direction on how she wants the finished range to look.

“We employ designers, but because of our strong customer base we are able to listen to exactly what our clients want. We do have a say in changing the designs. If our customers want to see a particular top with, say, a shorter sleeve, we can create it.”

Nicky’s faithful clients have recently been so vocal that a further dress size has been made available on the Box2 sizing range. The size 12, which Nicky refers to as “the Box2 size zero”, means that the range is accessible to more women.

So who does Nicky have in mind when she puts the collections together?

At 53 and a size 14-16, Nicky herself is the target customer. “I am the ultimate Box2 client,” she says; so much so that she can be seen modelling pieces from the collection on the company’s website.

The site, which was relaunched in February this year has had a huge impact on the success of Box2. “It has been unbelievable,”

says Nicky. “The revamp has practically doubled our sales.”

Nicky’s star clients include Fern Britton, stylists for the Coronation Street girls and star psychic Sally Morgan. “Sally is a great ambassador for the company.

I would love to dress Ruth Jones from Gavin & Stacey – she’s fabulous.”

Although the nearest store to the North-East is in Kendal, Nicky has a close link to the region because her son studies at Durham Univerity. “I adore Durham and I would love to have a store in Newcastle.

“A lot of our customers are glamorous ladies, especially those in the North-East.”

■ The roadshow is coming to The Ashton Hotel, in Coatham Mundeville, Darlington on Sunday, June 7, between 11am and 4pm, at. Call 01325-329600.

The York road show will be held on Sunday, June 14, at the Best Western Monkbar Hotel, in St Maurice’s Road, from 11am to 4pm, contact 01904-638086.

Market is a shopper’s paradise

SHOPPERS with an eye for a good deal, will find plenty of bargains when retail outlet Dalton Park hosts East Durham Food and Craft Market on Saturday, June 6, between 9.30am and 5pm.

The event is organised in partnership with business support initiative East Durham Leader and brings together a range of small local businesses. There will be more than 20 stall for visitors to enjoy, including fresh produce from regional companies such as the Durham Cow Cheese Company, Dropswell Farm Shop, Carol’s Cakes, Robinson’s Butchers, Northumbria Fudgery and Lanchester Dairies Ice Cream. Thorncroft Drink will offer local brews and drinks to thirsty shoppers.

Sue Fox will be there with handicrafts and cards as well as Jascan Jewellery and Steve Robson sweets.

Heather Scott, marketing director at Dalton Park, is delighted to welcome the Local Producers Market: “This is a first for us and a unique event for the area. We are delighted to be part of this celebration, which showcases the skill and excellence of our local producers.”