Shoppers will have to look elsewhere for The White Company as it closes its doors at Gloucester Quays later this month – despite recording a 23 per cent rise in sales.
The store will close on February 22 and is currently being run down in preparation for its final day of trading at the premises.
Store bosses say they want to focus on their larger stores while staff at the store have put up signs in the window informing customers of the closure.
The store’s sales had leapt by 23 per cent year-on-year and a 40 per cent growth had been predicted for this year.
The White Company is well known for selling items such as luxury duvet covers, towels and childrenswear. It had occupied one of the larger units at the Quays.
Ginny Pitfield, from the White Company, said: “The lease of our Gloucester store expires at the end of February, and this presented a natural point to review our representation in the context of the significant growth of our property portfolio over the last year.
“The White Company store presence now includes Oxford, Cheltnham, Bath, Bristol and Cardiff, which all reflect the company’s strategic plan to focus on larger stores that showcase The White Company’s full lifestyle proposition.
“The White Company has recently added nine properties to its ever-growing store offering, and we are excited about the new stores we have lined up for 2014.”
The company currently operate around 50 stores nationwide, with the nearest being in Cheltenham.
Gloucester Quays bosses say they are still hoping to persuade The White Company to change their policy of withdrawing from outlet centres.
Jason Pullen, managing director of Peel Outlets, owners of the Quays complex, said: “We understand their policy of focusing on full price, larger stores but we will continue to chat to them about what is a very successful store here at the Quays.
“Although we would be disappointed if they exited the centre, we have already made provisions for their replacement.
"We are moving onto bigger and better things in 2014 and our retailers are reporting record growth in sales.”
He added that while The White Company was preparing for closure, there were plenty of successful openings to point to. He said: “We’ve also had a flurry of new store openings and there will be more exciting announcements this year.”
Shoppers had previously called on the store’s bosses to renew the lease at the premises.