"Proud of how Foundation began, and passionate about what we do!"
Foundation is the brainchild of Husband-and-wife team (James & Gemma Wiseman), former designers for firms as diverse as Mulberry and Nokia - Designing everything from clothing and accessories, to furniture and on-screen displays!
On their many travels in the UK and overseas, they realised how frustrated they'd been by the unfriendly, condescending attitudes to 'service' in so-called 'designer boutiques'. They decided to open a shop that not only sold the sort of soulful, beautiful, wearable and covetable products they'd always been drawn to, but equally importantly, to do it with a smile, and with great customer service!
The first Foundation store opened in Stow-on-The-Wold, in the 'heart of The Cotswolds', in early 2003. The aim was to offer a striking, 'hand-picked' selection of interesting clothes, homewares and accessories, by smaller, up-and-coming designers, with the emphasis on style, and above all wearability! Luckily, the shop soon became a 'cult' favourite, and since then, many famous, not-so-famous, and above-all wonderful(!) customers have become Foundation's 'friends'!
A second, larger store, opened in 2005 in Cheltenham's bohemian Montpellier area. The same year, Foundation was a finalist in the 'Best New Business' category at the Drapers Awards, the UK Retail Fashion Industry's 'Oscars'. In November 2009, Foundation took over the whole of the beautiful Regency building in Cheltenham, and opened an additional showroom on the first floor ('Upstairs at Foundation') showcasing even more clothing, shoes, homewares as well as furniture, fabrics and wallpaper.
The following year, the whole Foundation 'team's' hard work was recognised when Foundation won 'Womenswear Retailer of The Year', at the 2010 Drapers Awards. Foundation has also been recognised and mentioned many times in the press - See our Press Page for more info!
This webstore was launched in March 2012, and is designed to showcase just some of the many products we stock in-store. We pack items beautifully, and we ship worldwide, but equally we'd be happy to welcome you to one of our stores, where you'll get great service from knowledgeable staff.
Should you have any queries, or need any advice whatsoever, do not hesitate to call us on: +44 (0)1242 232777
Thank you, and hope to see you soon!
Gemma & the Foundation Team