A Cotswold town is celebrating a retail renaissance with a raft of new businesses opening their doors on the high street – and says it's all been made possible by a new masterplan.

Wotton-under-Edge is claiming to have pulled a U-turn on a downward retail trend that saw a high number of empty premises on the town's Long and High Streets from the period of the Pandemic to the beginning of 2023.

So far this year, 12 shops and businesses have arrived in the centre of the town, including: a new bistro dining venture, a parlour for pampering your pooch, an estate agency, a DIY and general store, a homeware and décor venture, a florist offering home-grown flowers, a nails and lashes parlour, a hairdressers, an ear clinic, a health and healing store, a mobile pizza van and the creation of a new butchers, embedded within the town's destination Falcon Steakhouse restaurant.

In addition, Victoria Fabrics, a popular haberdashery business based in Market Street which that was earmarked for closure with the retirement of its owner has now been rescued after new management stepped in.

A former craft shop, a florists and a gun shop are also in the process of being refurbished with news awaited on their future use, while a flooring business is also being readied close to the town's Tesco Express.

Concern for the town's retail wellbeing in 2023 prompted a brainstorming project between Wotton Town Council and Stroud and District Chamber of Trade and Commerce (SCTC).

Dubbed Bolster Wotton High Streets, the project consulted with retail stakeholders in the town to identify their needs and act as a forum for ideas which would help stimulate new directions and encourage a revival in trade.

According to Tony Davey, President of the SCTC, the project proved Wotton could think on its feet - and achieve a remarkable turnaround.

Mr Davey told Punchline-Gloucester.com: "The picture of this high street just 12 months ago is quite different to that we see today. As we opened 2023, there were a notable number of business premises closed or scheduled to close, with confidence in filling vacant units not terribly high.

"Bucking a trend now widely seen nationally, we are seeing positive change here, with business people investing in the town and opening new businesses. Some are filling gaps left in the market, others offering new options and a new balance of retail and services."

Crucially, businesses are also evolving, he said, by changing their offering and moulding to the changing consumer demand.

Wotton's Bolster campaign coincides with insght from retail consultants Stellar on the future of our high streets which underlines the crucial need for traditional shops to reframe their offer.

Amid the difficulties of Pandemic's wake, the report said "experiential retail" was a lifeline.

Stellar said: "This innovative approach transcends mere transactions, aiming to transform stores into vibrant hubs of discovery, connection, and entertainment.

"Why the shift? Today's shoppers, empowered by information and diverse options, crave more than just predetermined choices. They seek authenticity, spontaneity, and a chance to connect with brands on a deeper level. While online shopping offers undeniable convenience, it lacks the sensory engagement and unique discoveries that physical stores can provide."

Town Council Clerk Andrea Durn told Punchline-Gloucester.com: "There is a buzz about Wotton with new and varied businesses trading and coming in; the fabulous Falcon also hosting a quality butchers; the Good Food, Kitchen and Bar being fully booked for weeks; an artisan pizza catering van in partnership with the Royal Oak, offering quality food... you can feel the difference when you walk around the town.

"Our Bolster Wotton project identified that we need to raise awareness of the breadth of quality businesses within Wotton both to locals and those within a reasonable travelling distance. We are urging people living in the area to take time to explore their town and discover what Wotton has to offer today."

Wotton Town Council said that SCTC's input had been vital to the turnaround: so far, its Bolster campaign has focused on traders' insight and views, but the next stage of consultation will seek the punters' views.

Ms Durn said: "On May 26 we are hoping to do a Bolster Wotton High Streets consultation with the public event which will be tied in to the marvellous Town Hall Teas held every Sunday at the Town Hall on Market Street. The aim will be pinpoint what the public identify that would encourage them to shop, use the town's facilities, attend events and volunteer."