Fairfax & Favor, a British luxury fashion brand, has opened a new store in the town as part of its retail expansion.

The store, which is situated in a former bank, is one of two new stores opened by the brand, with the other being in Southwold, Suffolk.

The brand, which specialises in luxury fashion and rural vogue, says the new stores align with its commitment to securing characterful stores that reflect its heritage.

The Shaftesbury store will join the brand's other locations in Helmsley, Stamford, Stow and Marlow.

Angus Harper, associate director at Newmark, the firm that advised Fairfax & Favor on securing the new stores, said: "We are delighted to support Fairfax & Favor in securing two new locations.

"Whilst most expansion strategies start in major cities, we focused on staying true to Fairfax & Favor's rural DNA by acquiring sites in characterful market towns.

"Many of Fairfax & Favor's customers will travel significant distances so it is important that these destinations are of a quality that are worth the journey.

"Each Fairfax & Favor store sits within a beautiful historic building within a quintessentially British town.

"The brand's unique approach to expansion has proven highly successful, and we look forward to further work together as the brand continues to grow its retail presence in charming locations throughout the UK."

Fairfax & Favor has said it remains committed to further expansion, with more store openings planned as part of its long-term retail growth strategy.

Felix Favor Parker, founding director at Fairfax & Favor, said: "We are extremely grateful for the support and services Angus at Newmark provided in finding us such incredible sites.

"Our tours of the country have been a lot of fun and there are moments when you arrive in a town, and you just know.

"A great example was after driving across the stunning Yorkshire countryside we stumbled upon the picture postcard town of Helmsley with the old NatWest Bank overlooking the Town Square.

"Each location has an incredible community of which we love playing a small part."

Newmark has worked closely with Fairfax & Favor since 2020, acting as the brand's sole retail property consultant.

The firm has supported the brand in securing key locations across the UK.

Newmark's London-based retail consultancy is an advisor to retail and leisure occupiers, operating in the UK, Europe and the US. It has supported retail markets for 30 years.