Hundreds of high street shoppers flocked to the latest addition to Swindon's town centre.

Julia's House opened a store on Regent Street last Thursday after taking over the former home of Shoe Zone in April.

Lorraine Scott and Kayleigh Winbow from East Swindon were among the first customers.

Lorraine said: “We’ve bought so many things, we’re actually going to pick them up round the back in the car park.

"It’s nice to know that you’re supporting the Julia’s House charity and local families, and that things are recycled and re-used. We’ll definitely be back, and we’ll bring some donations in too.”

Each of the charity’s shops have been transformed by central Julia's House shop and warehouse manager Dave Hutchings and his dedicated team of volunteers.

Dave said: “Shopping should be an experience, so we start at the beginning of the shop, and we imagine the customer journey and what might make them say, ‘wow,’ and feel warm inside.

“When we first arrived here, this was the biggest, longest, white box I’d ever seen.

"It terrified me for about an hour because I couldn’t get my head around how we were going to make it feel so colourful and welcoming, and not be so echoey. But then the magic happened."

The Swindon shop features William Morris-inspired wallpaper, a comfy seating area, and vintage displays alongside a wide range of clothing, children’s toys, books, bric-a-brac, and pre-loved treasures.

Lorraine added: “I think it looks phenomenal, it doesn’t look like a charity shop. We thought it was a boutique. It’s nice that there’s space for Kayleigh to go round in her wheelchair as well."

Shop income and donations are vital for Julia's House to provide its critical and compassionate care to seriously ill children and their families.

The Swindon store will be open seven days a week, 9am to 5pm Monday to Saturday, 10am to 4pm on Sundays.

Shop manager Nina Colliass said: “This is a new challenge for me and I’m really excited to be part of bringing Julia’s House to Swindon’s high street.

“So far, it’s been amazing and absolutely buzzing. The customers have been coming in thick and fast and we’ve had so much positive feedback. It’s just been a joy to experience.

“We’ve been so lucky to have lots of donations and support from volunteers already, and we’re really looking forward to welcoming more people through our shop doors."

For enquiries about donations and volunteers, ask in-store or email swindon.shop@juliashouse.org