If your crypt could use a makeover, Kate’s Clothing has probably already stocked some of your favourite décor. From ghost print cushions to baroque candle holders to coffin-shaped mirrors, her online store has become the go-to trove for alt-aesthetic homeware and curious giftables. But this legacy wasn’t conjured overnight. In the two decades since launch, Kate has kept things spellbinding while navigating the far less glamorous realities of indie retail, like shifting warehouses four times in five years and wrangling suppliers across the gothic style spectrum.
In this interview, we delve into the moodboard behind her homeware selections, the endurance it takes to single-handedly run a niche business, and how curating the dark and delightful has remained her passion through every logistical nightmare.
Your gothic homewares and gifts collection is vast – what guides your choices when selecting pieces and brands for the website?
I go with my gut a lot. If I spot something and immediately want it for my own house, that’s always a good sign. The gothic aesthetic is broad – from baroque opulence to playful kitsch. So I try to offer a bit of everything, as long as it feels special. I want people to find things they haven’t seen before and think, “Oh, I need that” Whether it’s a coffin-shaped trinket dish or a lavish candelabra, I look for pieces that spark joy but also feel distinctly dark.
With so many alternative brands in one place, how do you spot the items that feel ‘just right’ for your customers and catalogue?
It comes down to knowing my audience like old friends. I’ve been doing this a long time, and I think I’ve developed a good feel for what gets those misfit hearts racing. I lean into products that have personality, a sense of humour, or a beautiful strangeness to them. Alchemy Gothic does a wonderful line in arcane, antique style flair and Gothic Gifts bring so many lovely little touches and inexpensive gems for a spot of retail therapy.
Kate’s Clothing has weathered a shifting alt-retail landscape for nearly two decades. What have been your biggest learnings in staying relevant and completely trusted by your audience?
That it’s okay to be human, people can tell when a business is run with heart – and perhaps a healthy dose of chaos! I’ve learned to show up, stay transparent, and share the behind-the-scenes bits, even the difficult ones. I think people trust Kate’s Clothing because it’s always been a bit of a conversation. They know there’s a real person on the other end of the emails, someone who wears the clothes, decorates with the homeware, and genuinely cares. It’s only fairly recently that I’ve been showing my face a little more, a lot of people are still surprised to learn that there’s a real Kate, I resisted for a long time because I was worried it would do more harm than good, but I’ve had to find a way to differentiate Kate’s Clothing and it seems like people appreciate the connection.
LondonEdge was the UK’s biggest and longest-running alternative fashion trade show, strictly B2B, not open to the public. It brought together edgy, gothic, and punk brands with retailers and buyers, creating space to scout trends, build connections, and source international stock. Now that it’s gone, alt markets across the country seem to be filling the gap – but are they really the same? Do you miss the in-person scope and structure that LondonEdge offered? Has the event’s demise affected how you stock or even connect? Ever considered taking Kate’s Clothing on the road, trading at alt markets face-to-face?
I miss it so much! LondonEdge was where you could feel the industry – see, touch, and talk everything through in one whirlwind weekend. It gave structure to the year and let you build those all-important connections. Now, everything’s a bit more fragmented. Alt markets are fantastic, and I love visiting them with my kids whenever I can. Trading face-to-face, though, I’ve considered it, but it’s a matter of time and logistics. Maybe one day I’ll take Kate’s Clothing on the road and turn up with a van full of Goth goodness.
Your warehouse has relocated four times in five years – not all moves were precisely by choice. What have those moves taught you about resilience, retail realities, and keeping things afloat behind the scenes?
Not gonna lie, it’s been pretty brutal and very costly. It’s forced me to cut my stock holdings down to less than half, but I’m nothing if not adaptable. Customers have been wonderfully patient and so very supportive through all the ups and downs, and I think that speaks volumes. Ultimately, resilience isn’t about never faltering; it’s about packing up the crypt, relocating it, and still getting the orders out even when you can barely see through the tears.
Have contemporary trends in gothic interiors and gifting changed what your customers gravitate toward, or are the classics still reigning supreme?
The classics are still going strong – anything baroque, black, or bat-shaped will always be adored. But I’ve noticed a growing appetite for gothic minimalism too. Clean lines, monochrome palettes, and a kind of sleek darkness are becoming just as popular as ornate vampy drama. Playful pieces are on the rise, too; a fair few of us enjoy a spot of self-deprecating gothic humour. So it’s a blend now: timeless gloom with a twist of fun.
If someone’s furnishing their crypt shortly using your homewares, which brands would you recommend that are sold via your website for setting the tone and maybe turn a few heads?
For drama and decadence, go for Alchemy Gothic; their candle holders, picture frames and decorations bring instant gothic charm. The Alternative Home brand offers some darkly quirky furniture pieces and ornaments. Plus, and you heard here first, I’m working on some exclusive pieces which will come under ANTIbrand. I’m gearing up to get painting again so that I can offer some truly unique prints and homeware items that you just won’t find anywhere else.