Бренд Mystique вернул свое имя в Шрусбери, открыв собственный магазин на Маркет-стрит

A lingerie name that was part of Shrewsbury for forty years before it disappeared from the town’s shop fronts is back, and this time above a shop of its own. Mystique opened at 6 Market Street on Saturday, fifty yards from Carvèll on the Square, the two-floor independent where it spent the past two years as the ground-floor lingerie department, and which has now closed. Carvèll on the Square traded at 13 The Square until Thursday 27 August and has now closed, and the Carvèll name has been retired. Mystique opened its doors at 6 Market Street on Saturday 5 September, a walk of about fifty yards from the old door and within sight of it. - Advertisement - What has reopened is one department of the two. Mystique carries an expanded and more luxurious collection of lingerie, post-surgery and swimwear – the part of the business customers have always come for and the part built on bespoke bra fitting, alongside a carefully chosen edit of sustainable and pre-loved designer fashion. The wider designer womenswear floor that Carvèll on the Square had run since 2023 has not continued and was cleared before the move. The same four-strong team has made the journey. Owner Debbie Carvell, a former primary school teacher who was a customer of the shop long before she owned it, bought Mystique Lingerie and Swimwear with her husband Paul in April 2019. It traded then from Abbotts House at 13 Butcher Row, the Grade I listed Tudor building dating from 1459 on one of Shrewsbury’s most photographed streets. In November 2022, the couple bought a second independent boutique, Carol Grant, at 13 The Square. Both were rebranded in September 2023, with Carol Grant becoming Carvèll on the Square and Mystique becoming Carvèll Lingerie and Swimwear, at a launch event where the High Sheriff of Shropshire cut the ribbon and Tony Christie made a guest appearance. In 2024 the lingerie business left Butcher Row and moved in above and below the fashion at The Square, creating a two-floor independent department store. That rebrand is what took the Mystique name off Shrewsbury’s streets almost exactly three years ago, after four decades above the door. Customers, however, largely carried on using it. At Market Street the rails carry Marie Jo, PrimaDonna, Lise Charmel, Aubade, Chantelle and Anita, with the Déjà Vu pre-loved designer edit alongside them. Bespoke bra fitting runs from 30AA to 50K in new, larger fitting rooms, and post-surgery fitting is available by appointment. The shop is open Tuesday to Saturday, 10am to 5pm. Debbie Carvell, owner of Mystique, said: “We are fifty yards from the old door and still in sight of it. What has changed is the focus. Lingerie, post-surgery and swimwear is what we are best at and what people have always come to us for, and the new shop is built entirely around that.” “Bringing the name back was the easy decision. We changed it on the sign in 2023 but nobody in Shrewsbury ever changed it in conversation — people still say they’re popping into Mystique. When a town has held on to a name for forty years, the sensible thing is to put it back above the door.”