A popular charity shop offering designer and boutique clothing for prices below £5 is closing all of its stores except Swindon - but says it will aim to rival the Designer Outlet.

The Emporium of Loveliness, which also had stores in Marlborough, Malmesbury, Stroud and Bristol, is focusing its energy on just Swindon in the hopes of making the store a ‘selection of the very finest items on offer’.

Founder of the business, Joanna Heaven, revealed that the Emporium has just renewed its contract on The Parade for another three years, and hopes that consolidating all the stores into one shop will make it bigger and better than ever.

“A lot of people come in and don’t even realise that we’re a charity shop,” said Joanna, who is retiring this year after her 61st birthday.

Swindon Advertiser: All energy is being poured into The Parade store in Swindon.All energy is being poured into The Parade store in Swindon. (Image: Newsquest)

“We have always had really gorgeous clothes because we’re not like other charity shops and we always make sure that only the best quality goes out.

“If it’s not suitable for a gift then it doesn’t make it to the shop floor.

“We’ve got brands like Marks and Spencer, Burberry, Jigsaw, Hobbs, but all for under £5 usually.

“We could really give the Designer Outlet centre a run for its money with our offerings,” she laughed.

Swindon Advertiser: Children's clothes from Marks and Spencer are reduced to as little as 50p.Children's clothes from Marks and Spencer are reduced to as little as 50p. (Image: Newsquest)

The Emporium of Loveliness, which specialises in homeware and boutique clothing, first started its life at car boot sales before moving to pop-up shops and eventually a Swindon store.

“After years of expanding, I’ve been gradually closing down the five shops as I get closer to retirement and now we’re just left with our original shop so it’s come full circle really,” said Joanna.

As the final Marlborough store closes its doors, Swindon’s Emporium will gain a new larger homeware section as well as a ‘posh room’ full of bridal, prom and evening wear.

Swindon Advertiser: The charity shop offers top end brands and 'fancy wear' at reduced prices.The charity shop offers top end brands and 'fancy wear' at reduced prices. (Image: Newsquest)

The newly expanded Emporium of Loveliness in Swindon will open on Saturday, January 13.

The charity hopes that by consolidating all of their stock into one Swindon show room, they can offer ‘the finest picks from their selection’, all while raising money for Empower the Gambia.

“I know people say the town centre is dying, but there are some amazing hidden shops in Swindon out there if people would just go to see them,” added Joanna