ONE of Britain's most recognisable high street brands will be coming to Cheltenham next month.
Fashion brand Whistles will be opening in The Promenade, at the former home of Country Casuals.
Work has begun at the site, and a planning application to revamp the store has been submitted to Cheltenham Borough Council.
The brand has recently been reinvented by chief executive Jane Shepherdson, who used to be the brand director of high-street brand Topshop.
Whistles is said to be a favourite with the Duchess of Cambridge, and there are currently 36 standalone stores across the country, with 49 concessions within department stores, including Selfridges, Harvey Nichols and Harrods.
Colin Ferguson, from CJF Design Projects, said the store was in the prominent area.
He said: "The site has been chosen for its high-class shopping area with the surrounding outlets being within a similar sector of the market place.
"Store policy is to give customers the option of a handheld device to process the transactions at the till area and goods are folded, packed and handed direct to the customer.
"Free online delivery is also available to all customers should they wish to try on items at home."
Martin Quantock, town centre manager, welcomed the news, and said there was a queue for empty shops in The Promenade.
"Whistles is absolutely the right store to take over from Country Casuals," said Mr Quantock.
"The store was never actually empty.
"As soon as Country Casuals moved out, Whistles were in there working on it.
"It is really great news for the town, and the perfect fit for the rest of The Promenade.
"We have a queue waiting to get into shops on The Promenade now, but it is 100 per cent full.
"This is incredible news, and exciting for the town. Obviously that is the kind of high-end retail we want to keep on that road."
Shopper Lucy Jones, 31, from Montpellier, was thrilled.
"I love Whistles and I'm really pleased to hear that there's going to be a big shop in town."