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HOT 100 RETAIL TITANS:Louis Atkins,Frost of London


Frost of London is an exclusive haven for high-profile luxury watch shoppers looking for something a little bit different, but while these mavericks of Bond Street have traded on those in the know popping in for viewings at its private showrooms, things are about to get a little more inclusive as the store launches an e-commerce site.

This first step into the world of e-tail has been led by Louis Atkins, and he is confident that it has the potential to increase Frost’s business ten fold. “It has been an extensive project that I am delighted to see through to completion and drive the business forward,” says Atkins, who adds that engaging with social media in recent years has drastically changed the business. “This will enable us to open our customer base to an even wider international audience.”

While Frost of London’s virtual doors are opening to anyone with a credit card and an internet connection, Atkins says that the retailer will still retain the personal touch that has earned it a reputation as watch vendor to the stars. “Remaining true to ourselves and loyal to our customers is paramount,” he says. “We provide an extremely personal service with our customers and this has been, and will remain to be, the most successful attribute that makes Frost of London who we are.”


Such high levels of personal service has not only secured Atkins repeat customers, it has also earned him an enviable little black book, which comes in handy when you’re a sports fan. “Football is my passion and as well as regularly playing I frequently get to go to big games as we have many premiere football players as clients whom invite us to matches,” he admits. “The perks of the job.”

While his days may be filled with perks many of us can only dream of, the real high of the past year for Atkins has been becoming a father. “What can I say? Nothing comes close.”

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