A quick examination of its stock revealed why: dowdy dresses, garish sweaters and jackets that any reasonably fashion-conscious woman under 60 would surely spurn.
Nevertheless, the expression to taut ones flat soon become a byword amongst fashion-conscious people and, in a rather imprecise way, it combined both these approaches to interior design.
It's brimming with fashion-conscious technologists, creatives and entrepreneurs alike and it's a one-stop shop for inspiring style, hiring talent and closing deals.