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

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

Ms Trueman, 26, said: “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.

The former Headington Girls School pupil, who opened Booty in 2008, said she would continue to stage events locally including setting up her own fashion show, having supported similar functions in the past.