How an 80s fashion revival created a 20-year British business success story

Managing director Neil Primett said the business took off after the release of ‘ The Business ‘, starring Danny Dyer, in 2005.

He said: “The film The Business came out in 2005 and was set in the 80s. It heavily popularised retro sportswear brands like Fila, Sergio Tacchini, Lois and Ellesse.

“I was approached about being a stockist and it was a much-loved era of my own, so we embraced it.”

The DVD went to number one and included a list of only three stockists, including Mr Primett’s Bedford store.

“It was immense,” he said. “It was a huge success having such a good advert in the number-one film. That film really got people back into the 80s, reminiscing about the fashion and music.”

Customers initially placed orders over the phone for the store’s retro pieces, while others travelled considerable distances to visit the shop.

“Back then, we were taking orders over the phone,” Mr Primett said. “We built up a book of customers and people would travel some distance to our store in Bedford.”

The company later began selling online through eBay before launching its own website and adopting the 80s Casual Classics name.

Mr Primett said: “We rebranded ourselves as 80s Casual Classics because that was really the revival that was coming back. The rest is history.”

The business now works closely with heritage brands, securing exclusive products and opportunities to develop its own designs.

It also encourages brands to bring back classic styles with modern technology and greater comfort.

Mr Primett said: “I think, post-Covid, a lot of customers did want that comfort. We’re doing very well with the runner-style trainer, which seems to offer more comfort.

“Before, the old 80s football trainer might have been fine for a young lad playing football down the park, but it’s not always the ideal pick for a comfort trainer these days. We’re learning and evolving with the times whilst still keeping our retro twist.”

Music nostalgia has also helped keep interest in retro fashion alive, particularly following the Oasis revival.

“The whole scene around music has always been loyal to retro. The Oasis revival is pretty huge at the minute. People who follow music in a nostalgic way often feel the same way about clothing.”

The retailer has also supplied wardrobe for productions including A Town Called Malice and Marching Powder.

The recognition in these series has helped keep the 80s Casual Classics brand thriving, and growing after almost 20 years.

After using eBay during its early online expansion, 80s Casual Classics has now moved away from the platform to become the first business launching on ShopGB.

Shop GB is a marketplace that brings together UK-based businesses across categories including fashion, beauty, gifts, food and drink, gardening and home products.

Mr Primett said the new marketplace offered an opportunity to reach an audience suited to the company and its products.

“When ShopGB came up, we realised it could be a good target demographic,” he said. “We’re always keen to try other avenues.”

The company is joining the marketplace as demand continues to run ahead of its forecasts.

Many of its exclusive designs are planned months in advance, meaning the business must carefully anticipate how much stock customers will want.

“If you imagine 500 tops are coming, you can’t suddenly make it 600,” Mr Primett said. “When they sell out, they sell out, and it can take five months to produce more.”

The business is considering further expansion and brings in additional workers to support demand around Christmas.

Reflecting on its current performance, Mr Primett said: “We’re certainly not suffering at the minute. It’s the opposite.”

He credited exclusive products and long-standing customers with helping the company reach its 20-year milestone.

“Some of the exclusive products we do have helped, and I think a lot of it comes down to loyalty,” he said.