Cheltenham is buzzing with excitement as two sought-after chains prepare to open their doors within days of each other, bringing fresh energy to the town’s vibrant shopping scene.
First to arrive is the acclaimed GAIL’s bakery, opening this Friday, July 17, at 100 Promenade—the space formerly occupied by luxury shoe brand Russell and Bromley. Known for its artisan breads and pastries, GAIL’s promises to be more than just a coffee shop. Opening bright and early at 7 am, it’s already been welcomed enthusiastically by locals eager to experience its offerings.
A GAIL’s spokesperson expressed enthusiasm about the upcoming launch, highlighting the creation of various craft baking, barista, and management roles. The bakery will also donate surplus baked goods through its partnership with Neighbourly, reinforcing its commitment to community support and access to quality food.
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Not far behind, independent womenswear label Busby & Fox will unveil its newest boutique in Cheltenham’s chic Montpellier Walk on Friday, July 24. This marks the brand’s ninth store across the South West and signals its deepening roots in Gloucestershire, complementing its existing Cirencester location.
Busby & Fox is celebrated for its intelligently designed clothing that effortlessly transitions from day to night and work to weekend. With a focus on flattering cuts and a distinctive use of color, the brand offers a curated ‘Cheltenham edit’ inspired by its new home.
To celebrate the opening, Busby & Fox will host a launch party from July 24 to 26, featuring surprise gifts for early guests, gift cards, complimentary glasses of fizz, and celebratory brownies.
Founder Emma Vowles shared, “Cheltenham has been on our wish list for a very long time. It’s a town that truly appreciates independent spirit and culture, making it the perfect home for our next chapter. We want to create a space where local women feel confident and inspired.”
With these two exciting arrivals, Cheltenham is clearly looking up, embracing new flavors and styles that enrich its unique community character.