An independent, south west-founded womenswear brand is launching its latest boutique in Cheltenham this summer.
Describing itself as 'a destination where everything is designed to go with everything else', Busby & Fox is opening its new store at 10-11 Montpellier Walk on Friday 24 July 2026.
The independent brand has grown from a single boutique launched in Devon in 2014, to having 13 UK locations and an online store in 2026.
The Montpelier boutique will be its second in Gloucestershire, following the opening of its Cirencester store in 2025. It says branching out further in the county is a response to a 'loyal local community' which has championed the brand online and across its locations.
Busby & Fox founder, Emma Vowles, said: '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 don’t just want to open a store; we want to create a space where local women can get to know us, find clothes that make them feel incredibly confident, and leave feeling inspired. We can’t wait to join this wonderful community.'
To celebrate the opening, Busby & Fox is hosting an opening party for its first weekend, from Friday to Sunday, where the first ten guests each day will receive a surprise gift and a gift card, and a complimentary glass of fizz and celebratory brownie will be available all day.
Emma Vowles and her store team will also be in-store to meet the local community and share personal styling expertise, and shoppers can explore a specially curated ‘Cheltenham edit’ inspired by the brand's new home on Montpellier Walk.
The store will be open 9.30am till 5.30pm on Friday and Saturday; and 10.30am till 4.30pm on Sunday for the opening party.
