Cheltenham Shop Closes After Flooding, Shifts to Online and Pop-Up Sales
MIMMO Studios in Cheltenham has closed its physical store, moving to online and pop-up sales after facing significant challenges.
Cheltenham, UK, MIMMO Studios, Retail, Flooding, Online Sales
Cheltenham: A beloved shop known for its homeware and fashion has shut down. It’s a bummer for local shoppers, but it’s also a fresh start for the brand.
MIMMO Studios, located in Montpellier, has closed its physical store. But don’t worry! They’re going digital and planning pop-up events starting this spring.
Since launching in 2021, MIMMO Studios has done really well. Their online sales skyrocketed by 1,080% compared to their first year. But in-store sales took a hit, dropping by 36%. It’s clear that shopping habits are changing.
Rising costs have hit hard too. They faced a whopping 260% rent increase and an £850 jump in business rates, with relief not coming until April 2025. Plus, the retail scene is tough, with reports showing 38 shops closing daily across UK high streets this year.
Cheltenham isn’t alone in these struggles. The town has seen fewer shoppers and faced disruptions from extreme weather, including severe flooding that forced MIMMO Studios to close for two weeks in October.
Katie Brown, Co-Founder and Head of Sustainability & Innovation, shared, “We need to be sustainable for ourselves and the planet. This new chapter lets us explore creative ways to do business, which has always been our goal.”
As part of their new direction, MIMMO Studios will roll out pop-up shops across the UK. These temporary spots will let customers experience their collections up close.
Co-Founder and Creative Director Lil Gardiner said, “We aimed to reinvent retail. This next step is an exciting way to continue that journey. By adapting to changes while staying true to our values, we can grow our community and share the MIMMO magic with more people.”
The closure of the Cheltenham store marks a shift to an online presence, allowing MIMMO Studios to serve customers better. They’re still committed to quality, creativity, and sustainability while offering fresh ways for shoppers to connect with the brand.
You can still shop online at www.mimmostudios.com, with prices ranging from £3 to £2,500.