Cheltenham is gearing up for a vibrant boost with two exciting new store openings scheduled within days of each other. The town’s popular Promenade will soon welcome GAIL’s, a viral bakery chain famed for its craft baking, while the stylish Montpellier district is set to host the chic womenswear brand Busby & Fox.
GAIL’s opens its doors on Friday, July 17, at 100 Promenade, taking residence in the former Russell and Bromley shoe store. Only announced six weeks ago, GAIL’s arrival has been met with enthusiasm from locals. A spokesperson for the bakery highlighted their commitment to the community, noting that the new branch will create several jobs and donate surplus baked goods through their Neighbourly partnerships to help improve access to quality food on the high street.
Just a week later, on Friday, July 24, Busby & Fox will launch its boutique at 10-11 Montpellier Walk, marking its ninth store in the South West and second in Gloucestershire. Known for their effortlessly stylish womenswear designed to bridge day-to-night wardrobes, the brand focuses on intelligent cuts and vibrant colours tailored to real women’s bodies.
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The opening weekend will feature special festivities including surprise gifts for the first guests each day, a complimentary glass of fizz, and celebratory treats. Emma Vowles, founder of Busby & Fox, expressed excitement about joining Cheltenham’s community: “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.”
Together, these new arrivals signal a bright future for Cheltenham’s retail scene, blending quality craftsmanship and style that resonate with the town’s appreciation for culture and community spirit.