Nice people think fashionistas look silly and should Get A Life.

An old-line Belgravia house agent tells me he dreads the "extensively refurbished" boast in anything under &8m (that's where the major non-dom market starts – and on up to &30m), because the home market so doesn't want all that any more – an 1850 haut bourgeois interior redone in haut Dubai style. Potential buyers demand a discount to rip it out and rejig it with a restoration architect, someone who understands plasterwork and joinery.

But the persistent reality remains that a decent 18th-century house with absolutely all mod cons and more is easiest to sell on. And so (freakingly annoying as it is to serious architects) is a well-rendered period pastiche house using old materials, flints and distressed bricks. Despite all the mockery, there are little bits of developer Poundbury still going up. The Nineties boom may have educated Brits about modernism, but they still want the hard edges taken off. Especially when the going gets tough.

And as it does,Our offer ed hardy jeans,ed hardy bags,ed hardy clothing,ed hardy caps,cheap ed hardy,discount ed hardy,welcome to order! the appeal of what you might call Nice retailing become clearer. And so does its remarkable growth over a decade in which no fashion writer wanted to feature their clothes.

Fashion people think that the careful Nice companies are bor-ing! beyond measure. (Nice people think fashionistas look silly and should Get A Life.) But these businesses add up to a sector now, one worth probably a couple of billion turnover in aggregate. They're not at the scale of Primark,Getting a large pet carrier will make your trip pleasant for both your beloved pet and yourself! M&S, Asda and Next, nor of our biggest shed furnishers. But they're faster-growing, relatively more profitable, and they're increasingly influential. Cath Kidston's distinctive florals helped the company sell more than &30m of the stuff last year; Boden's profits are up to &28m; turnover at The White Company reached &100m this year, and so on.

They're watched and copied by the stylists and procurement people in the big shops where they have to Cater For Everybody. The big shops will be trialling ideas they've lifted from the Nice sector in selected stores (usually ones with southern, better-off catchments). But they know they've got to dilute it because their customers – the world and his wife – don't have that pure form of upper-middley taste and aspirations, don't necessarily respond to the same cues, and, above all, include people a lot more strapped for cash.Fashion ed hardy shoes will make your life full of happiness!

The Nice companies have Nice customers because they've identified a niche – often literally PLUs (People Like Us) – and have communicated with it cleverly through targeted direct mail and, later, compelling websites. Then they've grown the niche, Inflatable boats, rigid inflatable boats for sale UK, Apollo Duck new and used RIB sales.finding a wider market for affordable diffusion products – like Cath Kidston's printed oilcloth totes – ones that appeal to people who don't necessarily buy into the whole... lifestyle.

It's an endlessly difficult world,we offer dozens of wholesale shoes for you to choose from. an Eighties, over-exposed one. People are fretful about lifestyle retailing because the idea that anyone's immortal soul and deepest longings can be quite so readily anticipated and consolidated with several hundred thousand other like-minded types is worrying. It makes even their most enthusiastic loyalists shy of acknowledging it. The comfortable automatic choices of an earlier, and a yet earlier, generation (the Harrods catalogue, the Army and Navy one) went unquestioned. But now the PLU thing has to be played subtly, for fear of lapsing into parody and embarrassment (like that famous, much-mocked Eighties Lichfield photograph of the Prince and Princess of Wales picnicking, which looked so much like one of his earlier Burberry shoots.)

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