European fashions set to change the face of shopping in Cheltenham

European fashion is beginning to have an effect on what is available on Cheltenham’s golden street of shopping. The up-market French clothing store, The Kooples, is to replace what used to be the Crabtree and Evelyn Store, on The Promenade. The shops are unisex and specialise in bringing fashion with a sense of style which is borrowed from fashion icons, and a certain vintage style, to the high street.

Martin Quantock, the Town Centre Manager for Cheltenham, has said how well the brand would fit in with the surroundings. He went on to say how upmarket the brand is and how pleased he is to have such a prestigious addition to The Promenade. The elegant ‘Franco-British’ brand already has many stores in the UK, selling a wide range of clothes from party dresses to clothing for urban living.

The brand has several stores in some of the most fashionable, and expensive, parts of the country, including Carnaby Street, Kensington, Mayfair and Oxford Street. The nearest stores are in Bath, Birmingham and Bristol, with outlets often found in Selfridges. Shop fitters are currently working on the premises, although the company was not able to give an official opening date.

It was about 18 months ago that the French label came to the British market, when they opened eight stores within a very short time of each other. The Kooples was founded by the Elicha brothers, Alexander, Laurent and Raphael. Real-life couples model the clothes in the brands’ advertising campaigns.

Despite heavy rain on Thursday and Monday of the bank holiday, the Promenade had some of its busiest trading to date with the help of an international market.