Phantom champions complementary retailers


A British watch brand continues to champion alternative retailers for its design-led timepieces.

Phantom, founded by Martin Russell, has signed up innovative concept store The Dandy Lab in London’s Spitalfields and interior design store Jane Richards Interiors in Norfolk.

Martin Russell, founder of Phantom, said: “The Dandy Lab and Jane Richards are fantastic stockists, and we are very excited to have them on-board. The Dandy Lab is located in a great area of London next to Old Spitalfields Market and will help push the brand and increase sales with the build up to Christmas fast approaching.


“Jane Richards Interiors is a very exciting opportunity which we had been discussing for a long while, they provide us with a great opportunity to showcase our watches to a design-orientated audience. We are delighted with the appointment of these new stockists and we look forward to growing with them and being part of this exciting journey.”

None of the brand’s eight retailers around the UK are dedicated watch retailers but rather clothing and lifestyle boutiques which complement the presentation of the brand.

Russell also scored a social media victory when Phantom was selected by former BBC Dragon Theo Paphitis during his weekly Small Business Sunday or #SBS.

Paphitis retweets the winner’s message to his 464,000 followers offering brand exposure and new Twitter followers. A new website has also been set up, dedicated to winners of Small Business Sunday at www.theopaphitissbs.com.

“The past weeks have been a bit of a whirlwind and we are very happy to have been recognised by Theo Paphitis for the #SBS award,” Russell added. “It’s great to have the support from Theo and to have our hard work recognised is very pleasing. We join a fantastic list of businesses around the UK from different market sectors and the support we have had is over whelming.”

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