UK RETAIL: Window shopping with a difference at Oki-Ni.

Oki-Ni's limited stock and gallery-style shop makes the online retailer a new concept in fashion. Ruth Mortimer discusses the brand's offering and consumer appeal

Oki-Ni doesn't sound like your standard British brand. It isn't just the Japanese name, which is a casual greeting or 'thank you' in the Osaka dialect. This fashion design group doesn't run an ordinary retail business. It has created a company that fuses large brands with exclusivity, internet shopping and a presence on the high street. Could this become the future of retail?

The Oki-Ni brand, which achieved sales of #1.2m last year, offers co- designed ranges of limited-edition fashion. It partners with global companies such as Levi's, Adidas, Paul Smith and Evisu to design exclusive items that cannot be found elsewhere. It has also moved into electronics. It offers televisions through a deal with manufacturer Sharp and its speakers are a collaboration with British acoustic company Bowers & Wilkins and Japanese fashion label Evisu.

Paddy …