As more move to spending online, the high street has unquestionably had several knock-backs, but it sure isn’t going without a fight. Ladies and gentlemen, meet Cheltenham’s high street saviours, who are set to turn shopping on its head.
The sound of frantic footsteps travelled through the high street as heels, trainers and boots met with the brick beneath their feet. Chatting from various voices echoed as crowds navigated their way past each other. At their legs bursting bags rustled, filled with their new delights from Cheltenham’s surging scene of independent fashion.
Starting with the departure of our dear Woolworths, there’s no doubt that the high street isn’t what it used to be. As masses move to the comfort of online shopping, convinced by convenience and speed, physical stores are feeling the effects. New Look currently closing 60 stores, it seems fashion retailers are next in line but not all shops are suffering, in fact, Cheltenham’s independent clothing community is thriving. So, have we finally met our high street saviours?
Located in the heart of town, one of the area’s most successful independent stores sits on Pittville Street. Olive began as a passion project for husband and wife Rohan and Ji Seon Moore back in 2010, after wanting to share their love of Korean fashion. Talking to Harriet Langsbury, Olive’s Store Manager, she explained why independent stores are growing in popularity.
“High street fashion has become so readily available through online shopping that consumers are now seeking something a little bit different, something that sparks individuality”.
Known for turning their backs on mainstream trends, independent stores flourish with a fresh environment and strive for standing out from the crowd which makes them more enticing, inviting and intriguing. “We try and create a friendly and unique atmosphere” mentioned Langsbury, just step inside Olive and you’ll understand. The rustic log cabin-esque interior matched with the simplistic Scandinavian furnishings transports you into a tranquil state. “We want customers to feel relaxed and comfortable when shopping with us, a different experience to shopping in busy chain retailers” she contiued.
“We’ve had customers take detours to Cheltenham to shop with us because of it, people from America, South Africa, and Australia, someone even took a day trip from Paris to find us!”
Olive’s online presence, however, is their applauded attribute, their accounts double
as a virtual gallery exhibiting their independent world of wonder to customers across the globe. “Our social media has become a huge success for us” Langsbury enthusiastically explained after Olive successfully reached 500,000 followers across their Instagram and Facebook platforms. “We’ve had customers take detours to Cheltenham to shop with us because of it, people from America, South Africa, and Australia, someone even took
a day trip from Paris to find us!”
But Olive isn’t Cheltenham’s only success story. A few steps up the street, at their new spot on Chambray Place, lies the recently renovated menswear store, The Union Project. Friends Chris Capewell and Max Shaw, started the project in 2013 after wanting to offer a product and style that wasn’t currently available in Cheltenham. “Our ethos is built upon the idea of
buying fewer things, but buying good things; things that are well designed, well-made and make you feel good” Capewell revealed.
The Union Project doesn’t just stick to selling clothes. The friends aim to change the traditional retail rules by turning your busy Saturday high street shop into a more personal and indulging encounter. “We encourage people to hang out, have a coffee, read a magazine and talk to us before parting with their hard-earned money” an experience which is neglected when turning to online shopping. “Conventional retail has become a victim of the internet over the past decade, that’s what’s spawned the demand for a business like ours” Capewell continued.
According to the British Independent Retailers Association, in the first quarter
of 2017, there was an immense increase of 414 independent shops nationwide. Catering to their ever-growing community, independent stores are savouring in their success, and The Union Project is no different. In April, they expanded their store and moved to a much larger location. “We’re super proud! We worked crazy long days and nights, not to mention the four years of building our business to even get to this point”. The Union Project’s old location is also now the ground for their sister store, Design and Home. “It’s something we’ve wanted to do for ages” Capewell expressed. “It’s the same inherent values as our clothing store just in a different context, so to stand back and be stoked on what we’ve created is a great feeling”.
In reality, the high street probably won’t disappear completely. The sound of frantic footsteps will still be present. The constant chatting from various voices will always be as loud as ever. Bursting bags will forever be brimming with perfect products, especially if our independent store saviours have anything to do with it.
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