At Nova of London, we restock our bestsellers because they’re the styles our customers genuinely love. When something sells out quickly, it’s a clear sign that the fit, fabric and overall look just works. Rather than only replacing popular pieces with completely new lines, we’d rather bring back the styles we know people are actively searching for and asking about. It means more customers get the chance to shop their favourites, and it also gives returning shoppers confidence that if they liked something before, they can rely on us to stock it again.
Guaranteed Profit & Smart Buying
One reason we why we restock our bestsellers is because they’re a proven strong seller. In fashion, it’s easy to constantly chase newness, but the truth is not every new style performs the way you expect. When we repeat a bestseller, we already know it works, we’ve seen the demand, we know the customers like the fit, and we know it sells through quickly. That makes it a smart decision for us as a business because it keeps our collections strong and reliable, and it also benefits our customers because we can continue offering styles that feel like a safe purchase. Bestsellers help keep our stock consistent, our pricing competitive, and our range full of pieces we know people actually want to wear.
Brand Identity
Restocking bestsellers also plays a big part in building brand identity. Over time, certain styles become what Nova of London is known for, the pieces customers instantly recognise because they’ve seen them before, bought them in multiple colours, or come back looking for the same style again. These bestsellers become our ‘signature’ shapes, and that consistency is important. It means customers start to trust our sizing, fabrics, and the way our garments sit on the body, because they know what to expect from us. Instead of feeling like every drop is completely different, our collections stay connected, with familiar favourites that represent the Nova look. When customers can spot a Nova bestseller straight away, that’s when a product becomes more than just an item; it becomes part of what makes the brand feel established, reliable, and recognisable.
Trading Suppliers & Consistent Quality
One of the biggest motivations we’re confident in restocking our bestsellers is because we trust the quality behind them. From a wholesale perspective, consistency is everything, boutiques need styles that deliver the same fit, fabric, feel and finish every time they reorder. Our bestselling lines are proven not only in terms of sales, but also in terms of reliability; they arrive exactly as expected, they perform well on the shop floor, and they create fewer issues around sizing, quality concerns or customer returns. Because we work with trusted suppliers and factories we know well as well as designing in-house, we’re confident that when we bring a style back, it maintains the standard that retailers rely on. That’s what makes bestsellers so valuable in wholesale; they aren’t just popular, they’re dependable.
Our Bestsellers, Updated for the Season
Another advantage of restocking bestsellers is that it allows retailers to reorder with confidence, while still keeping their shop floor feeling fresh. In wholesale, it’s important to offer customers regularity, reliable fits and proven shapes, but it’s just as important to introduce enough originality to keep repeat shoppers engaged. That’s why, rather than constantly changing what already works, we often take our strongest selling styles and refresh them with updated colourways, new prints, and alternative versions. This season, we’ve done exactly that across some of our most in-demand lines.
WF5407 – Now Available in New Colours
WF5407 has been one of our standout bestsellers thanks to the elegant sunflower design that still feels effortless and wearable. The style features a lightweight semi-sheer fabric with delicate lace panel detailing, a soft, floaty shape, and a scalloped hem that gives it a feminine finish. The standout feature is the embroidered floral design across the front, which adds texture and a premium feel without being too heavy. This season, we’ve brought back a range of fresh colour updates, including Light Blue, Coral, Navy and Aqua; giving boutiques the chance to reorder a proven seller while offering something new to customers who may already own it in their inventory. It’s a perfect option for repeat purchasing, as colour refreshes keep the style feeling current without changing the formula that made it popular in the first place.
MI3875 – Same Shape, Updated Print
MI3875 is a great example of why bestselling shapes are so valuable in wholesale. This style keeps the same easy-to-wear, relaxed fit that customers already know and trust but brought it back with an updated print to give it a fresh seasonal feel. It features a lightweight breathable fabric with a loose drape, short sleeves and a simple round neckline that makes it effortless to style. The bold oversized leaf print creates a strong statement look, whilst the contrasting decorative border along the hem adds a premium finish and gives the top a more elevated, boutique feel. It’s the kind of piece that works brilliantly for spring and summer collections, offering retailers a standout print option while still relying on a proven shape that consistently sells.
WF5745 – A Longer Version of a Bestseller
Customer feedback is key when developing restocks, and WF5745 is the perfect example of that. While the original cardigan has performed extremely well, we know many customers prefer slightly more length for comfort and versatility. WF5745 delivers that longer fit without losing the strong shape that made it successful. It now has a longer length with an open front, designed with a relaxed fit that layers effortlessly over everyday basics. It features a soft knitted finish with ribbed edging and cuffs, while the statement 3D daisy appliqué detailing adds a playful, trend-led touch that instantly catches attention. Available in multiple colourways, for boutiques, this creates an easy add-on option, ideal for customers who love the look but want more coverage. It’s a great way to expand your size and fit offering without taking a risk on a completely new line.
QED3857 & QED3484 – Stripes & Pockets, Now in New Colours
These styles have become consistent bestsellers due to their strong everyday wearability and the added design details that customers love, particularly the stripe design and practical pocket finish. QED3857 and QED3484 are both made from soft-touch materials with a relaxed everyday fit, making them ideal for casual layering and transitional dressing. These styles are strong performers because they offer comfort, versatility and trend-led detailing all in one, and this season we’ve refreshed them in updated colourways to give retailers a reliable bestseller that still feels new on the rails.
WF5221 & WF5257 – Reliable Repeat Performers
WF5221 and WF5257 are the kind of reliable repeat performers that boutiques can confidently reorder again and again, thanks to their strong commercial appeal and easy-to-style shape. These are the types of styles that build stability within a boutique’s buying plan, easy to merchandise, style and consistently popular with a wide range of customers. These styles feature a soft knitted cardigan design with a loose fit, ribbed cuffs and hem, and an open-front finish that makes them ideal for simple layering. What makes them stand out on the shop floor is the bold 3D daisy appliqué detailing, which adds a statement look while remaining wearable for everyday customers. The design is perfect for transitional dressing, working equally well over basic tops, dresses or denim, and it’s the type of piece that customers are drawn to because it feels both cosy and eye-catching. Restocking lines like these ensures retailers always have access to proven sellers that help maintain strong weekly sales, particularly when paired with new season colour drops or trend-led pieces.
Why These Restocks Matter for Wholesale
In wholesale, restocks aren’t just about repeating what has sold well; they’re about creating stability and consistency for boutiques. Retailers need stock they can rely on, especially in a market where customers are more selective and buying decisions are often based on value, flexibility, and fit. When a style becomes a bestseller, it has already proven itself not only in terms of demand but also in terms of sell-through, customer satisfaction, and overall performance on the shop floor. That makes it a far stronger and safer buying decision than taking a risk on completely untested new lines.
Restocking bestsellers also gives retail businesses the advantage of being able to reorder with confidence. The fit is familiar, the styling is proven, and retailers already know how to merchandise it, whether that’s pairing it with denim, dressing it up with accessories, or using it as a core piece within their seasonal displays. This is particularly important for independent boutiques, where stock needs to move quickly, and buying budgets must be used strategically. A strong restock allows retailers to maintain reliable bestsellers while keeping their product mix balanced with trend-led newness.
At Nova of London, we focus on keeping these restocks fresh by introducing updated colours, new prints, and new variations of the same successful shape. This means retailers can continue to stock styles they know will sell, while still offering their customers something that feels new. It supports repeat purchasing, encourages returning customers, and helps boutiques avoid the common issue of ‘nothing new in store’, even when the core silhouettes remain consistent.
Ultimately, bestsellers are valuable in wholesale because they offer dependability, consistent quality, and repeatable sales. They strengthen a clothing business’ core range, reduce buying risk, and help maintain steady turnover throughout the season, which is exactly why these styles remain some of our most important lines to reorder year after year.
Not Just Repeating, Responding
Restocking our bestsellers isn’t just about repeating the same thing; it’s about responding to what we know works. These are the styles that customers actively look for, the pieces boutiques can reorder with confidence, and the lines that consistently deliver strong sell-through season after season. By bringing back proven favourites in refreshed colourways, updated prints, and improved variations, we’re able to offer the best of both worlds: reliable core stock that drives repeat sales, alongside enough newness to keep collections feeling current. For wholesale, the balance is essential, it reduces risk, supports consistent turnover, and keeps your rails filled with styles your customers actually want to buy. Shop our restocked bestsellers as well as our latest new arrivals here.
