Bouji Store sets a new clothing trend in Wellington

Wellington's town centre has gained a new destination for younger shoppers. Bouji Store, which specialises in trendy clothing for the under 45 age group as well as children, has moved into a permanent home on Crown Street.

Owner Karissa Hughes built the business up from scratch and had been testing her products online before deciding she needed a permanent High Street base. She researched which clothing outlets were already available in the town before applying for support.

The move was made possible by a Pride in Our High Street start-up grant from Telford and Wrekin Council. The shop is a nicely styled unit with a double frontage and plenty of space to display the clothing, and Karissa was pictured there with Councillors Giles Luter, Paul Davis and Graham Cook.

"I feel that my business is bringing something unique to Wellington, a modern, trendy clothing vibe as well as a wide range of children's clothes, shoes and other accessories," Karissa said. "Currently there isn't a business like it in Wellington so I'm hoping this will bring a different kind of footfall to the high street."

She thanked the council for the grant, which enabled her to set up a permanent base, and was pleased to be able to open in time for Christmas trading. Karissa continues to sell online for customers who live outside the area, and hoped to take on a part-time member of staff.

Council leader Lee Carter said Bouji Store brought something different to Wellington, and that drawing in customers from different age groups could benefit the wider town economy by bringing more people to the High Street. Pride in Our High Street grants are one of several schemes the council offers to help businesses set up in its town centres.

For Wellington, a market town with a growing independent scene, a shop aimed squarely at younger shoppers and families adds welcome variety. Alongside its market and established traders, it gives people one more reason to spend time in the town centre.

Bouji Store is on Crown Street, Wellington, open Monday to Saturday from 10am to 5pm.