Alarming scenes took place on Friday when multiple ambulances and police descended onto the town centre to respond to an incident at the Survivor charity store in the Brunel Centre.
While the reason for this wasn't known at the time, Wiltshire Police have now confirmed that a woman who was inside the store at the time collapsed and tragically died at the scene, despite the best efforts of paramedics to save her.
Emergency services rushed to the area at around 4.00pm and seemed to congregate at the Survivor store, run by Swindon Domestic Abuse Support Service, with police officers standing guard outside and the shop being closed to the public.
There were three ambulances there, with two leaving after 'well over an hour' according to one witness. The final one stayed until another hour after that, leaving at 5.42pm.
An Adver reporter at the scene spoke to some of the other shops in the area, which all remained open during the incident, but no one was able to say what had happened at the time.
A police spokesperson said: "It was a non-suspicious death of a woman who suffered a cardiac arrest."
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