The second store follows the success of the original shop and the launch of the retailer’s own label, also called Sassy & Boo, last September.
The new store will feature a similar shopfit to the Bath branch, but will target Tetbury’s slightly younger demographic by stocking brands such as Baby Ceylon, Libélula and Day Birger et Mikkelsen.
Owner Alison Knowles said: “The Bath shop is located right in the centre between The Circus and the Royal Crescent. It has been so successful and such a joy to run, and we wondered where else we could open a store that would attract similar customers. We looked at Marlborough in Wiltshire and Cheltenham in Gloucestershire, but decided on Tetbury. The town is a big antiques destination and that fits in with our vintage offer, which also includes small furniture and gifts. Our shoppers in Tetbury will be a bit younger than Bath’s 30- to 50-year-olds.”
When asked about current trading at the Bath store, she added: “The past few weeks have been quieter, but we always do quite well. The women that shop at Sassy & Boo are not affected by a few percentage changes in mortgage rates. The minute we get some warmth, people will want to buy new clothes to show some flesh, so it will be alright.”
She added that vintage sunglasses and 1960s jewellery had proved very popular in recent weeks.
The Sassy & Boo own label is based on original 1920s dress patterns. It includes three styles – Original, Egyptian and Vamp. As well as selling the label in store, the company also wholesales it to UK independents and to customers in Romania and France. Wholesale prices are between £125 and £145.