The Fashion Parade Building

The Fashion Parade Moves to New Store Following Expansion Plans

Businesswoman makes her mark on the town of Uttoxeter

The quaint market town of Uttoxeter is home to a handful of independent businesses that the community flock to for quality goods and a personal touch. One of these is a women's fashion department store, The Fashion Parade. The store has recently made the move to a much larger 19th century shop on the main high street. 

Stumble into The Fashion Parade and you will find the same kind of beautifully tailored and unique clothes as you would in a high-end designer store - but without the high-end price tag. With the help of her team of experienced retail staff, dedicated businesswoman Elaine Croft runs the store. 

The Fashion Parade Shop Interior

Opening up again as a clothing retailer reflects the buildings heritage as a 'Gentleman's and Boy's Tailoring and Outfitting' store. Opened by George Ormes in the mid 1890's this shop focused on men's tailoring as opposed to the modern store focusing on women's fashion. 

When Elaine first ventured into the renovations of her new property many original features were brought to light that over the years had been boarded up and forgotten about. The awe-inspiring skylight situated above the grand sweeping staircase has now been rediscovered and refurbished. Wanting to preserve the history of the building Elaine has taken great care in the renovations. Armed with a background in interior design the store now merges modernity with rich history. 

Elaine first founded The Fashion Parade in 2014 as an online boutique. Feeling that the fashion industry focussed more towards the younger generation or the high-end designers. Creating her own label, and working with a dedicated team, The Fashion Parade was born. 

The Workroom Where all The Fashion Parade's Designs are Made

Following the success of the online store Elaine was able to open a boutique store at 9 Market Place, Uttoxeter in 2015. Due to the popularity of the Uttoxeter based boutique Elaine has taken the opportunity to open up a much larger store at 4 High Street Uttoxeter. The Fashion Parade is now able to offer a much wider range of designers and introducing new ones such as lingerie, nightmare and swimwear to their repertoire. 

The arrival of this new, larger store fills a much-needed gap in the Uttoxeter town centre. Elaine Croft states that it is The Fashion Parade's aim to "offer everything under one roof for the women of Uttoxeter and surrounding areas". Falling in love with the town and its residents, Elaine wants to see the revival of this once butting market town and hopes that the larger store will see more people visit the town centre and other quality stores come to Uttoxeter. 

Speaking about why the move to a larger store Elaine states: "I try to offer a little something for everyone and cater for different tastes, budgets and ages. With this larger store there will be more variety for customers". 

Should you venture to Uttoxeter take time to visit The Fashion Parade Ltd in its new location. The friendliness of the staff, the architecture of the building and the high quality products make the trip worthwhile. 

The Fashion Parade Staff in the New Shop