Amid concerns over the future of the High Street, Malmesbury is bucking the trend as a third shop in as many months has opened in the town centre.

With a new greengrocers, children’s wear shop and a soon-to-open Italian restaurant making their way to the centre of Malmesbury, the recently opened Marmalade Market – a vintage, retro and collectibles shop – is proving the High Street still has appeal for shoppers.

Paul Buckley and Jill Kendrick, who live off Cross Hayes, are optimistic about their new venture.

“People have been brilliant and really supportive in Malmesbury,” said Ms Kendrick.

“We live here; we like it here; it’s a great town and it has lots of things going for it.

“We are really pleased with the way things are going so far. There is lots of interest and we have had some great comments.

“This is probably the best place in England for an antiques shop. It has been very good.”

The couple previously traded at flea markets before finding their own shop, a former bridal wear shop, in Market Cross, next to The Whole Hog.

“I think once people do know about us being here they will want to come and have a look around because we sell very interesting things,” Ms Kendrick said.

“Antique shops are struggling but we are selling pre-loved collectibles – that is the difference.”

The couple also restore vintage items. Some of their most favoured items in the shop include an art deco Dulceola Gramophone, a pre-war pond ship for restoration and a Victorian painted table.

Ms Kendrick, who has degrees in art and archaeology, plans to make and sell paintings of the area. Since May the town has seen the launch of Roots, Fruits and Shoots vegetable shop in the High Street, and Amano Kids in Gloucester Road.