On the face of it they appear to be perfect partners - a Gloucestershire-based clothes maker and the county's premier outlet shopping centre.

Three months after it was first announced that Tewkesbury-based Weird Fish were opening at Gloucester Quays, the store is now up and running in time for the Christmas rush.

Launched in Cornwall in 1993 but now based on Severn Drive in Tewkesbury, Weird Fish have garnered a reputation for fashionable clothing perfect for adventure.

Richard Lancelot, Head of Retail at Weird Fish said "We're delighted to bring Weird Fish to Gloucester and introduce shoppers to our unique, high quality clothing, designed to become instant feel-good favourites.

"Gloucester Quays is the perfect location for our latest store thanks to its stunning Cotswolds location, set on the historic quays and superb footfall and sales figures."

The latest signing follows a host of recent tenant announcements at Gloucester Quays, including H&M, Saltrock, Barbour, Hotel Chocolat and Five Guys.

Weird Fish will join an array of leading brands in the centre such as Cath Kidston, Radley London, adidas and All Saints, to Joules, Calvin Klein and Ted Baker at the centre run by Lifestyle Outlets.

Lifestyle Outlets continues to defy the national retail trend with soaring sales and new store openings.

The company has reported a 14 per cent increase in sales, in contrast to slowing high street sales, which rose by only 0.6 per cent according to the British Retail Consortium.

Rachel Scott, Head of Leasing at Lifestyle Outlets, said: "We're thrilled to welcome another fantastic new tenant to Gloucester Quays.

"Weird Fish is a well-loved locally based brand which continues to focus on creating quality comfortable casual clothing.

"We're confident that they'll add to the tenant mix and bring new visitors to the centre."