Shop our summer sale up to 70% Off
New Season Ottodame 30% Off Becksondergaard online at Foundation


About Foundation

Award-winning independent retailer Foundation is one of the leading independent womenswear and home accessories boutiques in the UK, based in the glorious English Cotswolds. As well as this webstore, Foundation have 2 lovely, friendly retail stores: One in the beautiful Gloucestershire market town of Stow-on-the-Wold, the second store occupies a beautiful regency building in Cheltenham's Montpellier area - the town's chic but very laid-back independent shopping 'quarter'.

Owned by former Mulberry designer Gemma Wiseman, from the outset the aim of Foundation was to showcase the most beautiful, unusual yet wearable clothes and accessories by established & emerging designers, coupled with one-off pieces and truly interesting homewards. Above all, this was to be presented in an inspiring, relaxed and friendly store with helpful, honest customer service. Come as you are - you won't be judged! Wellies welcome...!

Current designers include Marilyn Moore, Samantha Sung, European Culture, Cash Ca, Levi's Made & Crafted, Libelula, Bombshell, Humanoid, Hartford, Becksondergaard, Ally Capellino, Rabens Saloner, Village England, Miller Harris & many more.

We see personal styling / wardrobe advice as standard (not an 'extra'!), have great coffee / tea / magazines to keep grown-up companions entertained, toys for little shopping companions and a lovely, friendly (& fun) team on hand in both stores. We aim to recreate the Foundation experience online and are at the other end of the phone / email if you need a bit of extra guidance.