A new family fashion retailer on Britain’s high streets has opened a branch in Boston.
Pep&Co launched the shop in the former Clinton Cards unit in the Pescod Square Shopping Centre on Wednesday.
Local mum Lindsey Murrell was chosen as the store’s ‘Face of Pep&Co’ in Boston for the occasion.
Lindsey and her four children began a day of celebrations by cutting a ceremonial ribbon alongside the Mayor of Boston Coun Richard Austin.
Store manager Fiona Bimpson said: “We had a fantastic launch, with a crowd of people waiting to get inside our store as soon as the door opened at 10am.
“Lindsey and her children were lovely and we had a great morning kitting them out in Pep&Co attire, before they officially opened the store.”
The Mayor of Boston Coun Richard Austin said he ‘welcomed’ the new addition to the shopping centre.
He said: “Boston is very fortunate in having fewer empty shops than most other market towns in England.
“I believe this is a very important image that the town must uphold, therefore I’d like to thank Pep&Co for maintaining this record.
“It was my great pleasure to cut the ribbon and I wish the new venture every success in the future.”
The Boston store is part of ambitious plans by the fashion chain to open 50 new stores and create more than 500 jobs across England, Wales and Scotland by September; the first was in Kettering at the start of July.