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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 homewares. 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...!

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.

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.

Cheltenham Shop

Our Cheltneham shop is situated in the Montpellier area of the town alongside a wonderful range of boutiques, bars and restaurants making it a perfect place to explore what the individual shops have to offer and treat yourself to bite to eat. Many of the buildings in the area are listed and you will even see Caryatids (Greek style columns of female figures) dotted around. The Montpellier area of Cheltenham has a real village feel yet is only a short distance from the town centre. You'll find Foundation opposite the Montpellier Gardens on Montpellier Walk.

Stow on the Wold Shop

Stow on the Wold is a small market town with and important shopping sector including many antique shops, art galleries, bistros, tea shops and more. Our Foundation shop is situated on the market square which was renowned for the huge annual fairs that used to be held here. Stow on the Wold is a lovely day out for shopping in a stunning location and our shop is nestled in one of the many beautiful Cotswold stone buildings in this quintessential town.

Marilyn Moore Clothing

This London label creates gorgeous collections of clothing that stand the test of time. The best quality fabrics and materials are used and the designs have a bohemian styling to them. Marilyn Moore draws inspiration from swatch cards she was given has a youngster in Wiltshire and the clothing range is classy yet easy to wear with a unique style and vintage accents.

European Culture Clothing

This brand is based in Italy and is renowned for elegant and modern garments that are everyday staples for your wardrobe. Not only beautiful but durable as well the European Culture clothing is a firm favourite with our customers.

Libelula Clothing

A brand by talented designer Sophie Cranston who has absorbed her experiences from Saville Row, working for McQueen and setting up Temperley to create wonderful clothing that truly flatters our shapes in stunning fabrics. The expert use of colour and cut really makes these garments stand out in a crowd.

Becksondergaard Accessories

A Danish accessory brand that harnesses amazing colours and prints into playful scarves and bags that bring outfits to life. The Scandinavian styling brings simplicity together with striking and yet classy elements making these scarves and bags a very easy choice.

Accessories For The Home

As well as gorgeous clothing we also stock some lovely home wares that can be gifts for loved ones or maybe just a treat for yourself. Our ranges include the Rifle paper co. accessories and prints, Paddywax Eco Green body and bath goods, Apothecary, Boheme and Great Outdoors candles, Niki Jones cushions and Magpie Beasties kitchenware and more.

Rifle Paper Co. Stationary

This collection of gift wrap, greeting cards, notebooks and prints feature whimsical designs from hand-painted illustrations with a nostalgic touch. The Rifle Paper co. started in Florida with Anna and Nathan Bond who grew the business into the international brand it is now. These accessories are a joy to give and receive.