A Cheltenham shop which is renowned for homeware and fashion has announced the closure of its store. Despite this being sad new for shoppers, this milestone marks the beginning of an new chapter for the brand.
MIMMO Studios, based in Montpellier, has closed its doors. However the store is set to transition to a digital-first model, supported by nationwide pop-up experiences to start from the spring.
Since its founding in 2021, MIMMO Studios has achieved success. Online sales have soared by a 1,080 per cent compared to 2021, reflecting the loyalty of customers and growing demand for its products. However, in-store transactions have declined by 36% over the same period, highlighting the shifting dynamics of retail in today’s market.
MIMMO Studios in Montpellier
(Image: James Busby)
Rising costs have also impacted operations, including a 260 per cent rent hike and an £850 monthly increase in business rates, with relief only set to drop in April 2025. Industry-wide pressures have further compounded these issues, with a reports showing 38 daily retail closures across UK high streets in 2024, the company said.
Cheltenham has faced similar struggles, with declining footfall and disruptions from extreme weather. This including severe flooding that forced MIMMO Studios to temporarily close in October, and with it losing two weeks of physical trade.
Co-Founder and Head of Sustainability & Innovation, Katie Brown, said: “The business has to be sustainable for us as individuals as well as environmentally. This new chapter gives us the freedom to explore innovative ways of doing business, which was always our goal. We love thinking creatively about how we can do things differently.” –
As part of its evolution, MIMMO Studios is introducing a nationwide pop-up model. These temporary retail experiences will bring the brand’s collections directly to customers across the UK,
Co-Founder and Creative Director at MIMMO Studios, Lil Gardiner, said: “We always set out to reinvent retail. This next stage is an exciting way to explore that journey. By adapting to market changes while staying true to our values, we can grow our community and share the MIMMO Studios magic with even more people.” –
The closure of the Cheltenham store marks MIMMO Studios’ shift to a online presence, allowing the brand to better serve its customers. While continuing to focus on exceptional quality, creativity, and sustainability, MIMMO Studios is embracing a new pop-up model to offer fresh ways for customers to experience the brand in person.
You can still shop at www.mimmostudios.com, with prices ranging from £3 to £2,500.
Join Gloucestershire Live’s WhatsApp community for top stories and breaking news sent directly to your phone
Gloucestershire Live is now on WhatsApp and we want you to join our community.
Through the app, we’ll send the latest breaking news, top stories, exclusives and much more straight to your phone.
To join our community you need to already have WhatsApp. All you need to do is click this link and select ‘Join Community’.
No one will be able to see who is signed up and no one can send messages except the Gloucestershire Live team.
We also treat community members to special offers, promotions and adverts from us and our partners. If you don’t like our community, you can check out at any time you like.
To leave our community, click on the name at the top of your screen and choose ‘Exit group’.
If you’re curious, you can read our Privacy Notice.
Click here to join our WhatsApp community.