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More brands added in Feva expansion

Cheltenham premium womenswear indie Feva has almost doubled in size from 900 sq ft to 1,600 sq ft and is introducing nine new brands for autumn.

The store, on the town’s Regent Street, has taken over the whole of the building it occupies after a design company which was previously above the shop moved out.

Feva, which is owned and managed by Jan Clift, is bringing in daywear and casualwear brands Aventures des Toiles, Kalì Orea and La Feé Maraboutée, eveningwear and occasionwear brands Kate Fearnley and Unique Boutique, footwear from Beyond Skin, Love From Australia and Chie Mihara, and accessories from Mary Frances. It is staggering the introduction of the brands over the autumn season.

As part of the expansion, Feva now has three areas in the store, each of which is merchandised by look, with daywear and footwear on the ground floor, eveningwear and prom dresses on the first floor and daywear and occasionwear on the second floor. The third floor features a private studio for personal styling, which will be the new base for local stylist Michelle Blake. It can accommodate up to six clients at a time, and Feva will also use it to host regular style evenings with local experts.

The eight-year-old store turned over £380,000 in the year to the end of September and made an undisclosed profit. It also stocks Charli, Save the Queen!, Bernshaw and Marcelino, but only buys a limited selection of each style to reassure customers of exclusivity.

The expanded store continues the theme of the original shopfit, using a black and white palette and nodding to vintage styling. Product is arranged by look and brand, with matched footwear and accessories on shelves nearby.

Feva celebrated its expansion with an event last week which included demonstrations by local stylists, hairdressers and make-up artists.

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