The intricate designs in this latest collaboration with all things Hogwarts have been inspired by Harry, Hermione, Ron and the gang's school lessons. Nonetheless. the reopening of the London flagship after nine months of closure marked the second stage of Cath Kidston’s transformation plans. The first was to improve its digital presence. Cath Kidston as a business has seen many changes over the years, such as a new chief executive, new print designs, new collaborations, and global expansions. Despite it all, it has remained consistent in its artistry. Yet as Marler puts it, one thing that has remained constant is that Cath Kidston trades on its “Britishness”. Our homeware and childrenswear is now 45 per cent of the total sales of the business, and that’s been a change for us.”

Around the same time she joined, Cath Kidston announced a transformation plan with a core focus on digital acceleration and global growth. Under the new model, ecommerce accounts for 85 per cent of the business. This meant the closure of all of its UK stores, and a re-alignment of its cost base and structure “to create an economically viable operating model as a brand-led, digital first retailer”.

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At the time of the Covid-19 outbreak, Cath Kidston had already engaged with business turnaround consultants Alvarez & Marsal and legal firm Shoosmiths to undertake a restructure of the business. The challenge now for Cath Kidston is simply to survive. It’s only been a few weeks since restructuring specialist Alvarez & Marsalwere was instructed to find a buyer, with several credible expressions of interest in a takeover already received. While beauty may be at the core of Cath Kidston’s product, they’ve got to be entirely functional and useful in the everyday home.” We decided to reopen the London flagship store because London is important to the brand. We have a London print every season. Fully recyclable print fabrics are Summer Birds, Endless Love Blue and Pink, Painted Kingdom, Patchwork and Love Letter.

Ideal Home Range IZIPIZI Jellycat Soft Toys Jomafe Joules Judge Kilner Kitchen Aid Kitchen Craft L'Occitane Laura Ashley LEGO Laura Morroll, senior manager at management and technology consultancy BearingPoint, said store closures have resulted in a significant drop off in sales. Although some customers may have been successfully diverted to shopping online, the cost of online channel fulfilment significantly outweighs that of stores, eating away at profits. DFS Head of Upholstery Kellie Wyles says: "Our exclusive collection with Cath Kidston is a match made in heaven and is the epitome of British quality design and craftsmanship. W e’re continuing to draw inspiration from previous eras to bring a sense of comfort and nostalgia into our homes, and this collection, complete with the iconic Cath Kidston pattern fabrics, puts a fresh spin on traditional design influences. She also noted that Cath Kidston has a very loyal fan base, which drives her to ensure the brand remains relevant. I’ve had that thought process from day one whilst at Cath Kidston. Print is at the core of the business.” Cath Kidston, launched in west London in 1993, is known for its prints.It can’t be said that the coronavirus outbreak has vastly contributed to the downfall of the brand, but it certainly wouldn’t have helped. Marler confirmed that Cath Kidston is currently working on collaborations with “iconic brands”. While she couldn’t name names, she did say the first one would be launched in March.

Cath Kidston as a business has seen many changes over the years, such as a new chief executive, new print designs, new collaborations, and global expansions.The house itself is classically English – old, stone-built, at the end of a sweeping drive. On entering one is greeted by a couple of friendly dogs (she is known to be a dog person, as well as a flower person, and both are represented in her designs). This is a preference that can clearly be seen in the textiles and house furnishings for which she is famous. “For a long time I’ve worked with very traditional wallpaper factories here in England who do ‘surface print‘”, a method, invented in 1839 and using inked rollers, which produces a beautifully soft effect. "That kind of wallpaper printing is extraordinary. It’s probably the closest experience I’ve had in my business to fine art.”