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Penelope Chilvers Opens 4th Store, in Stow-on-the-Wold

British heritage brand Penelope Chilvers, have recently opened their fourth (and first out of London) store in the Cotswold market town of Stow-on-the-Wold. Cotswold Style attended the launch of the new store and spoke with founder Penelope about all things Cotswolds.

BY ARCHIE CAWTHRA

21 September 2024

Penelope Chilvers, Stow-on-the-Wold

Penelope Chilvers is a British heritage brand that designs timeless footwear, founded in 2002 by Penelope Chilvers. Born and raised in England, Penelope Chilvers originally trained as a painter at the Byam Shaw School of Art in London, and was granted a scholarship from the Spanish Ministry of Culture, to complete an MA at Complutense University in Madrid.

Her love affair with Spain and local craftsmanship began long before. As a child, she spent every school holiday in the province of Girona where she first came across rustic, handmade alpargatas. She has been trying to make the perfect raw edged, bullhide moccasin that only exists in her childhood memories ever since! 

Penelope lived for a few years in the city of Barcelona, as a painter and designer where she collaborated with artists and artisans. She worked with woodturners, designed for the textile industry and worked on interesting projects e.g. the restoration of the Picasso Museum. While living in Barcelona, she enjoyed riding in her lunch break in the national park of Collserola in the hills above the city wearing traditional Spanish riding boots.

She pursued the idea of bringing the Spanish riding boot to England and commissioned a small number of traditional artisans in the hills of Spain to make the perfect equestrian boot – our Long Tassel boot - to her own specifications. This boot remains a firm favourite in the collection, most famously worn back in 2004 by Prince William’s then girlfriend, Kate Middleton. HRH Catherine, Princess of Wales continues to wear her boots to this day, most recently on a royal engagement in County Durham to visit Manor Farm.

Stow on the Wold, a hidden gem, in the heart of the idyllic Cotswolds is now the new home for Penelope Chilvers’ fourth shop in the UK. Whilst the mainstay of the business remains footwear and accessories, this new store will become a meeting place or rendez-vous. Their ambition is to offer their customers aftercare for their products, sharing the belief in buying less and buying better. Caring and mending is encouraged at Penelope Chilvers, ensuring years of life for their footwear to come. And unique to this store, they will be offering a bespoke service of the Andalusian ‘boto’, a hand made riding boot, available in different calf measurements, in a selection of leathers and suedes that customers can add their embroidered initials, making them the perfect gift to someone who enjoys a country lifestyle.

This store is to be a destination, visited by the local Cotswold customers, weekending Londoners, and international visitors in search of the bucolic experience that this quintessentially English store will offer - A concept store representing the authentic Penelope Chilvers brand in it’s rightful and natural environment. Penelope Chilvers is a truly special, essential and intimate experience. As Penelope says ”Discovering the collection for the 1st time is like stumbling into an enchanting store, down a quiet street, and finding the best kept secret stash of footwear”.

Penelope Chilvers shares a historic building with the old Organic Shop. Built of golden Cotswold stone, with mullioned stone windows and the original polished flagstone floors, and exposed beams, it is an idyllic place to relax and shop in a cosy atmosphere. There is a charming secluded courtyard at the back, for refreshments in the summer months. We worked with interior design company, Aldridge & Supple which was co-founded by Scarlett Supple & Saffron Aldridge in September 2020 with the vision to create an interior design studio that integrates beauty, function & form.

Photo by Rebecca Pearson for Cotswold Style

Having returned to the UK, Penelope began to work from her kitchen table, selling over 100 pairs of the Long Tassel Boot in a short space of time to a leading fashion boutique in Notting Hill, called The Cross. From that moment on, she got to work, designing her first comprehensive collection to launch at Paris Fashion Week in 2002. The collection has since grown to include iconic styles, such as the Incredible Boot, the highly sought after après ski boot, the crepe soled Neon Safari boot and a solid offer of Goodyear welted outdoor boots and footwear for experience and adventure. During the opening of the Stow store, we spoke with Penelope Chilvers about all things Cotswolds!

This will be the first store out of London, why the Cotswolds?

“With 3 great locations already in London, I’ve always dreamed of having a country store. While the footfall is greater in London, all our stores are destinations. For international visitors in search of the bucolic experience this quintessentially English store will offer that and more - A concept store representing the authentic Penelope Chilvers brand in its rightful and natural environment.”

Why did you choose Stow-on-the-Wold in particular for your 4th shop location?

“Our new store sits in the heart of Stow-on-the-Wold, within its large Market Square, once the centre of the town’s wool trading past which could hold up to 20,000 sheep ready for sale. As you approach the Market Square, you will notice the surrounding high-walled alleyways, known as ‘tures’, which were intentionally built to funnel sheep into the square to be sold.

Penelope Chilvers shares a historic building with the old Organic Shop. Built of golden Cotswold stone, with mullioned stone windows and the original polished flagstone floors, and exposed beams, it is an idyllic place to relax and shop in a cosy atmosphere. There is a charming secluded courtyard at the back, for refreshments in the summer months.”

How do you see Spanish boots being used in the Cotswolds?

“The Cotswolds is horse country, as well as being renowned for nature and beauty with fabulous walks and footpaths. Im sure a lot of our collection will be used throughout in day to day life, as well as making it onto safari packing lists!”

Penelope Chilvers & Rebecca Pearson

What are your favourite spots in the Cotswolds?

“There are many areas I love to spend time in, but some highlights are the Slad Valley for walks, Daylesford, The Bull, and Chastleton House.”

How would you describe the Cotswolds in three words?

“Community – Bucolic - Green”

Penelope Chilvers, The Square, Stow-on-the-Wold, Cheltenham GL54 1AB

penelopechilvers.com