The New Archive wins Launchpad!

Independent Norfolk fashion brand The New Archive is set to open at Chantry Place after owner Amelia Wykes won a public vote to secure a six-month residency at the shopping centre. Known for its chic capsule womenswear, the brand will bring its timeless, versatile designs to shoppers in Norwich.

As part of our Launchpad initiative, offering one local business six months rent-free in the centre, Amelia saw off competition from a strong and diverse range of businesses all vying for the coveted retail space.

Amelia says: “We are absolutely over the moon to have the opportunity to bring The New Archive to life in a store. We have so many exciting things coming up for the Chantry Place customer and would love our store to become a destination as well as a beautifully curated space to see our products in real life. See you soon, Norwich!”

The shop fit-out will now begin, transforming the unit into a welcoming and chic space for anyone who values effortless styles and well-fitting pieces. Known for bringing an air of exclusivity to classic, day-to-day outfits, The New Archive aims to bring something not currently found in Chantry Place, filling that gap between high street ‘fast fashion’ and designer.

General Manager of Chantry Place, Jo Bates, comments: “Amelia’s early application stood out as being incredibly strong, and following a presentation to our panel, we knew she had to be a finalist. She has built a strong brand and has an incredible drive and passion to succeed, so we are thrilled that she can now bring her business ‘offline’ to Chantry Place and bring more of an experience to The New Archive.

“We’d also like to wish our very worthy runner up, Dr Evanthia Samota from Piotis Naturals all the very best for the future.”

The New Archive will open on July 1st on the upper ground floor, between Flannels and Sports Direct.