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Gloucestershire Business News

Cheltenham fashion retailer set to expand

Expansion plans by Cheltenham fashion retailer &Sons have been given the go ahead.

Launched in 2016 by photographer Phil James, the brand designs and sells "vintage inspired clothing for the modern-day pioneer".

The Americana style workwear is aimed at craftspeople, artisans and creatives and was born from Phil's own experience of trying to source cool workwear that would withstand him lying or kneeling down in rough terrain to shoot photographs.

He opened the brand's only shop in Clarence Street, Cheltenham in 2021 based on a reuse, repurpose, recycle. ethos. It offers customers the chance to buy repaired and altered stock along with the old season and discontinued items from the archives at a reduced price.

The company has now been granted permission to take over a two-story storage and distribution warehouse on the Battledown Industrial Estate and transform it into its new headquarters.

An application submitted by McLoughlin Planning on behalf of the brand said: "The proposed change of use at Unit 5 King Alfred Way would allow the company to move from their existing office at The Old Bakery on Montpellier Retreat, which they have now outgrown.

"In addition to its primary function as an office, their new commercial unit would also be used for photoshoots before new clothes are added to their retail unit on Clarence Street and their online store."

The estate has undergone a renaissance in recent years with a boxing gym and high end bakery La Boulangerie Artisan now sitting alongside the car dealership and building supply storer and planning permission given to redevelop some of the units into new houses.

Cheltenham Borough Council granted permission for the change of use on August 30.

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