Mother and daughter team Shama Parveen and Lubna Saleem at SP Collections, have grown their business at the Portsmouth Pop Up shop and have now taken up permanent premises in a larger shop in Portsmouth’s city centre.
SP Collections, a vibrant Asian fashion brand founded by Shama Parveen, began its retail journey through the Portsmouth Pop Up shop initiative. This Portsmouth city council-led programme, managed in partnership with Flude and Cascades, is designed to help local entrepreneurs test their ideas and develop experience in a high street setting.
For Shama, a talented dressmaker with a passion for modest fashion, the Portsmouth Pop-Up was more than just a space, it was a chance to connect with the community. “We started with what we liked,” she says, “but quickly realised that understanding our customers was key.”
That insight has transformed SP Collections from a small family-run idea into a thriving business.
Listening, learning, and expanding
Initially, SP Collections offered a curated selection of sarees, abayas, and lehengas. But customer feedback soon shaped the brand’s direction.
Lubna, Shama’s daughter and business partner explained that “Customers are asking for maternity wear, twinning sets for families, and even menswear. We have realised there is a real demand for variety, and in our new shop we are excited to meet it.”
The business originally started from home in 2015. Shama saw an article in the Council’s Flagship magazine about the Portsmouth Pop -Up shop scheme and decided she wanted to try.
The pop-up shop had its limitations. There was no space for changing rooms or tailoring, and the brand struggled with visibility. “People called us the Asian pop-up shop,” Lubna recalls. “They didn’t know our name.”
But the experience was invaluable. It taught them how to manage inventory, build customer relationships, and market their products, skills Lubna further developed through the Portsmouth Business Boost programme, a free business support initiative run by Portsmouth City Council.
A permanent home in Cascades
Fast forward to today, and SP Collections has moved into a larger, permanent unit in Cascades Shopping Centre. The new space has transformed the customer experience. With changing rooms and on-site tailoring, Shama can now offer same-day alterations, a service that was impossible in the pop-up. “I stitch the dresses myself,” she says proudly. “Now I can do it right there for the customer.”
SP Collections have become a destination for shoppers across the region, from Waterlooville, Southampton, Chichester and even Kazakhstan. One customer from Qatar, visiting his daughter at the University of Portsmouth, bought their entire premium collection in a single visit. European customers have also embraced the brand, drawn by the sparkle of Indian jewellery and the convenience of a local store.
Advice for aspiring entrepreneurs
SP Collections’ journey is a testament to resilience, adaptability, and community support. Their advice to others thinking of starting out?
- Go for it. Don’t wait for the perfect moment.
- Keep going. There will be tough days, but persistence pays off.
- Understand your customers. Let their needs guide your decisions.
- Cater to all budgets. Offer a range that’s accessible to everyone.
Why you should consider the Portsmouth Pop Up shop
Past pop up shop businesses Goly Natural and SP Collections are living proof that with passion, adaptability, and community support, a pop-up can become a permanent success.
If you’re a local entrepreneur with a dream, the Portsmouth Pop Up shop could be your stepping stone. It offers a low-risk, high-impact opportunity to test your business in a real retail environment, connect with customers, and build your brand.
