A young fashion retailer is closing her Oxford store and taking her business online.

Louise Trueman has called time on Booty in St Aldates after seeing her online business from outside the area take off.

Ms Trueman, 26, explained: “I am feeling very positive about the business. Everyone is shopping online in the run-up to Christmas.

“I could have stayed open but I did not start the business to run a little shop and I admit I get bored quite easily. I need a new challenge.”

The company’s website has now been relaunched as bootybea.com stocking a wide range of designer labels as well as its own bootybea brand which is currently being developed. A Facebook store has also been set up.

Ms Trueman said the business would continue to be based in Sandhills, Oxford and would continue to stage events locally including setting up her own fashion show, having supported similar functions in the past. It will also develop its “Booty at Home” bringing clothes and accessories into clients’ homes.

The former Headington Girls School pupil also aims to set up a photographic studio and other fashion-related activities and her clothes are set to be featured in some upcoming TV fashion shows.

Although she had “definitely felt” the effects of the continuing economic troubles, Ms Trueman said trade had remained steady.

“We have always had a steady flow of people but we found we were doing more business online than we were in the shop itself.”

Ms Trueman opened the shop in 2008 having started in the industry working as a Saturday girl for Kookai.

At 18 she left school and gradually worked her way up to become manager of Oasis in Basingstoke.

At the time of opening Booty, she said she wanted to provide an alternative to the fashion chain stores which dominate Oxford’s retail scene.