Shoppers queued up to be the first to browse inside the new Longfield store which has opened near Cheltenham.

Eager customers were welcomed into the stylish new shop, next to Morrisons in Up Hatherley, on Friday, November 15.

It is the charity's 20th store, marking a major milestone for the Minchinhampton-based Hospice.

Longfield's director of operations, Ian Cherry, said: "We set ourselves a goal of opening 20 shops across Gloucestershire and we are delighted to have hit that target with this fantastic new Up Hatherley store.

"People in the Cheltenham area have been great supporters of our existing shops in the town and it is wonderful to add another in this prime location by Morrisons.

"Growing the number of shops has been a vital part of our plans over the last few years as they provide a regular income stream for the charity.

"The range of quality items on sale also helps encourage people to reuse and recycle which is so important."

The store was opened by the charity's new chief executive, Simon Bernstein, who helped cut the ribbon alongside Hospice staff and its mascot Cuthbert the Minchinhampton cow.

Customers were quick to praise the range of affordable clothing, homeware, books and toys on offer at the store.

Rachel Ballinger, from Cheltenham, was there on the opening day picking up books and children's toys.

"I walked past the shop all the time and I have been waiting for it to open," she said.

"I like buying from charity shops as it is about giving something back. I mainly buy books, books and more books but also toys now for my young son as well."

Wendy Pegler, also from the town, was more interested in the clothes browsing the range of womenswear in the store.

"We came in for a look around as we were nearby. It's really nice," she said.

"I do go to charity shops now and then and I mainly look for clothes especially jumpers and there's a good range here."

The new store comes on the back of the successful reopening of Longfield's popular Bath Road shop in the town. It also has shops in areas such as Bishop's Cleeve, Cirencester, Stroud, Gloucester, Tetbury and Tewkesbury.