Fashion and lifestyle retailer White Stuff will open the doors of its newly relocated store in Truro today.

The new 2,960 sq. ft store on King Street, which is 50 per cent bigger than the previous location, will be officially opened at 10am on Friday, August 23.

It features a new design and will stock White Stuff’s collections of menswear and womenswear.

To celebrate the opening, customers will be treated to 20 per cent off full-price products, complimentary bubbles, and an exclusive preview of the Autumn collection.

Truro’s famous town crier will open the store at 10am, with events throughout the weekend.

Traditional Cornish music group, Bryher’s Boys, will perform sea shanties in-store on Saturday, between 12.30pm and 1.30pm.

(Image: White Stuff)

Jacqueline Powley, area manager for White Stuff, said: "We are incredibly excited to open the doors of our new and improved Truro store to our Cornish customers, with a weekend full of music, bubbles and exclusive discounts.

"As one of the busiest shopping destinations in Cornwall, King Street is the perfect location for us.

"With a much bigger, redesigned store we are pleased to showcase our most popular items alongside a sneak peek of our new Autumn collection to our customers."

The Truro relocation is one of seven planned openings for White Stuff in 2024, part of a strategy to reach more city centres, shopping malls and retail parks across the UK.

White Stuff operates 123 shops and 54 concessions across the UK.

The brand serves more than 1.3 million customers a year through its stores and website.

As part of the opening weekend celebrations, White Stuff will conduct a Street Style shoot of local Truro customers.

Those involved could feature on White Stuff’s social media channels, wearing their chosen items from the latest collections.

For more information about White Stuff, visit whitestuff.com