Jemima Gray turned her university project into £1 million countryside-inspired clothing brand Cotswold Fox – and now she’s opening her first permanent shop in Cirencester just down the road from where her idea began.
While studying for a Masters in Business Management at Cirencester’s Royal Agricultural University, Jemima spotted a gap in the market for a fresh, youthful approach to countrywear that is stylish, practical and affordable, combining traditional British countryside and equestrian influences.
Cotswold Fox has grown from a small start-up into a fast-growing British clothing brand, with a loyal online customer base, a nationwide network of independent stockists, and a presence at some of Britain's most prestigious countryside events, including Badminton Horse Trials, Burghley Horse Trials and The Game Fair.
Five years since launching, Cotswold Fox is on track to turn over £1 million this financial year, and Jemima is opening its first permanent retail store in Cirencester’s Cricklade Street on Saturday 7 November 2026.
Jemima said: ‘When I started Cotswold Fox as a university project five years ago, I never imagined we'd be on track to turn over £1 million a year and opening our first shop just down the road!
‘It's been an incredible journey, with plenty of highs, lows and mistakes along the way, but I've always been determined to build a countrywear brand that feels younger, more fun and a little different from what's already out there.
‘I grew up eventing horses and have always loved the countryside, but I felt there was a gap in the market for a brand that celebrated that lifestyle without feeling too traditional or expensive.
‘Opening our first shop in Cirencester feels like a real full-circle moment. It's where the whole idea began, and I can't wait to welcome everyone through the doors.’
The new Cotswold Fox store in Cirencester is opening at 10am on Saturday 7 November with free gifts for the first wave of customers, bucks fizz served all day, and special offers.
Jemima’s future ambitions for her brand include growing its retail and wholesale presence and entering international markets.
She said: ‘We've got some really exciting plans for the next few years, but opening our first shop in Cirencester is definitely one of the milestones I'm most proud of.
‘I love the idea that someone walking past the shop might be a student at the Royal Agricultural University with their own business idea, just like I was five years ago. Hopefully it shows what can happen when you give something a go!
