Famous boutique shoe shop returns to Cheltenham’s Promenade

Much-loved by fashion fans and a fixture on Cheltenham's Promenade for 46 years until it closed its doors in 2021, Keith Scarrott Shoes has announced it is reopening – albeit for a limited time only.

By Andrew Merrell  |  Published
It's back! Keith Scarrott Shoes returns to its home of nearly 50 years on Cheltenham's Promenade.

Just over 18 months since it closed its shop on Cheltenham's Promenade after 46 years of trading, up-market boutique Keith Scarrott Shoes is back.

The family business, run for the last 18 years by the founder's daughter, Sophie Scarrott, grew its online business by 400 per cent through the Covid-19 pandemic, which led to the closure of its Cheltenham shoe shop to become a digital-only business.

But with Cheltenham Festival fast-approaching and many fashionable racegoers turning their sights to what to wear to the famous event, Keith Scarrott Shoes has announced a return to its old home at 8 The Promenade for a three-week pop-up shop.

'I have to admit, this was dad's idea. He still has most of the great ideas,' joked Scarrott, whose business is known for its own design, Italian-made shoes and boots - and has now expanded into trainers to cater for its blossoming online following, too. 

'We always promised we would continue to do pop-up shops. I think since we left The Prom we have done five of those now; three in John
in Cheltenham, which were great.

'They have not been able to accommodate us this time, but we luckily still have a really good relationship with our former landlord, the premises happened to be empty, and the agent, KBW, has been brilliant in making it happen for us.'

She added: 'Operating online is a very different business, but we still have our loyal customers and we know people still like to meet and chat to us and to see what we have in stock, to hold those items in their hands and try them on before they buy as well.

'We have always traditionally had lots of ladies from Ireland come over for the racing and come in to see us, so this will allow us to catch up with them, which we really enjoy as well.'

Asked whether the lure of the High Street was enough to see a permanent return of Keith Scarrott Shoes, she said: ‘Never say never’.

The pop-up shop opens at 10am on Friday 17 February until Sunday 12 March 2023.

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