A brand new store has opened at Swindon Designer Outlet after the recent departure of a similar retailer at the site.

Hallmark became the latest store to join the Outlet ranks after opening its doors on Wednesday, September 27.

The card shop has no other locations in the town and move into the shopping centre following the exit of Paperchase.

Paperchase announced in January that it was collapsing into administration, spelling the end of the Outlet branch.

Swindon Advertiser: The new Hallmark store opened its doors this week.The new Hallmark store opened its doors this week. (Image: McArthurGlen)

This has left the Outlet without a similar store in the meantime but Hallmark will look to plug the gap in the market.

A Hallmark spokesperson said: “If you want to say something special, celebrate an occasion or surprise a loved one, Hallmark will help you do just that in the most memorable way.

“Our cards and gift wrap are lovingly crafted by our team of designers in the heart of Yorkshire, with the sole aim of making sure that we help you make a lasting impression with someone, whatever the occasion.

“Our Hallmark store at Swindon Designer Outlet offers up to 50 per cent off high street prices on cards and gift wrap and also stocks a wide range of gifts and stationery.”