Marion Bourne was inspired to set up her online fashion business by the problems of her 18-year-old daughter Charlotte (pictured, left, with her mother), who could not find anything to wear.

The dresses have been selling so well that Charlotte is planning to spend her gap year working for the online boutique, called Clothes Lounge.

She and her mother set up the business on their dining room table in Shiplake. Mrs Bourne said: “Charlotte is always wanting something a bit different — and all her friends are the same.There are lots of websites you can look at, but the 16-35 age group want slightly different ideas. I discovered that there is a whole untapped world of young British designers whose clothes are not that expensive.”

Charlotte sends out the clothes, while her mother, who has a masters in business administration, takes care of the website and promotion. She also trawls trade shows and websites, seeking out small labels with interesting products.

“So far it has exceeded our expectations. It always amazes me that some people will buy a dress without seeing it. I knew that online fashion was growing, while high streets struggle, but I am still surprised. Half my sales are international and that makes it very interesting."

She added: “I think it is because you can offer something slightly different. Lots of people e-mail and telephone and I think if you are a big company they get put off. They like to speak to a person, because with the Internet the biggest issue is trust. You say that you are going to sell it, but will it be what they expect and will it be good quality and arrive quickly?”

She has also been amazed by the fact that designers can produce clothes so quickly on demand, changing their ranges every couple of months, and says Britain has a headstart in producing edgy fashion.

“It is a different world with a fast turnover. It is quite different from haute couture fashion where they are now looking ahead to 2017. With fast fashion you look at now. In two month’s time there will be a different line. It suits that age group," said Mrs Bourne, 48.

They set up the business in November and since then sales have doubled each month. Start-up costs were low, and Charlotte handles the orders, packing them up at the dining table and taking them to the local post office.

She and her friends also model the clothes, photograph them and post them on to the website.

Suppliers include Emily and Fin, set up by art student Emily Whittle and sales manager Ffion Armour-Brown, Jarlo London, Arzu Kara and Rare. There is also a selection of vintage clothing and accessories.

Clothes Lounge has also signed up 18 AND EAST, a collection inspired by the vibrant music, fashion, blog and film scenes in and around East London, with prints ranging from delicate birds and bold florals to more abstract prints.

"It works perfectly," said Mrs Bourne. "I do the website and the promotion and Charlotte knows about fashion and what people her age want and what sells.

“It took only a few hundred pounds to set up. I did npt want to invest thousands because I did not know if people were going to buy.”

Contact: 07539 276513 Web: www.clotheslounge.co.uk