A new independent clothing store has opened in Leamington, offering contemporary menswear and womenswear with a focus on 'quality and creating a welcoming shopping experience.'

Ground officially opened its doors on Tuesday (28 July) on Warwick Street.

The business was launched by Ryan Haynes who brings around 20 years of experience in the fashion and retail industry to the new venture, and his wife.

Having previously worked in a variety of sales and buying roles, Haynes spent around 10 years as head of buying at the designer retailer Coggles.The decision to open Ground was partly driven by a desire to work closer to home and put his experience and industry contacts into creating something of his own.

Haynes further noted he and his wife want the store to have a strong family and community feel.

Speaking about the vision for Ground, he said: "We want it to feel like a long-term local neighbourhood spot.

"We're really focused on the in-store experience, so we want people to just have a great experience when they come in."

Rather than relying on technology to create an 'experiential' shopping environment, the store has been designed around making customers feel comfortable.

The shop features seating, a coffee machine and bowls of sweets for children, with the team aiming to create a relaxed environment where customers can browse at their own pace.

"For me, that experiential thing is just taking it back to how we can present a nice environment where people feel comfortable, you get good service and we're knowledgeable on the product. We're here to make a comfortable, relaxed shopping experience for people" Haynes expressed.

The store's interior has also been designed to reflect the name Ground, with natural materials used throughout.

Among the features is a large wooden tree trunk sourced from the Haynes' in-laws' garden after a tree was cut down.

Fresh flowers are also regularly used throughout the shop, alongside other natural elements intended to create a less corporate atmosphere.

Haynes noted a lot of time was spent getting the small details of the store right, with the shop's design intended to match the quality of the clothing on offer.

Ground stocks both menswear and womenswear, with prices ranging from around £45 for t-shirts and tops to up to £1,000 for items such as leather jackets.

The business is intended to offer a broad range of prices while maintaining a focus on quality and longevity of products.

Speaking on this, Haynes shared: "For me, one of the key metrics of clothes is cost per wear.

"We would put in good quality clothes that hopefully have a long shelf life for people. It's not super fashionable, it's just nice, easy clothes that you can wear season after season, even year after year."

Visit Ground on Warwick Street from Tuesday to Sunday.