Popular clothing shop Tilly Whims in Swanage, Dorset, has freshened up its look and moved into new premises, replacing the homeware shop Country Corner which has closed down.
After lots of hard work and decorating, the fashion store at The Square in the High Street, reopened on Saturday 21st March 2026 with its rails packed with bright colours for the new season.
Di Standley in the newly decorated Tilly Whims
“Scale down due to economic pressure”
Tilly Whims is owned by Di Standley and Michaela Hutchings, who also own the outdoor clothing shop Coast and Country and used to own Country Corner, also in Swanage.
In March 2025, the shop Coast and Country and all its £30,000 worth of stock was damaged by smoke after a fire broke out in the takeaway Dino’s next door. Fortunately the store was able to reopen after a complete refurbishment in July 2025.
Now, the Tilly Whims shop, just next door to the original Tilly Whims has got a refresh.
New signs in pink and teal
The shop is still located in the centre of town opposite Surprise ‘N’ Store and close to the fish and chip shop The Fish Plaice
“You’ve got to be nimble and agile”
Di Standley said:
“We were looking to scale down due to economic pressure and the lease on the original Tilly Whims store was up for renewal, so we decided to close down Country Corner and reopen a slimmed down version of Tilly Whims in its place.
“When we first owned Country Corner there were only about five other gift shops in Swanage but now there are nine or 10, so it made sense to focus more on clothing.
“You’ve got to be nimble and agile in retail. Some of our brands changed so we’re now able to offer new styles. We always look at our customer base and aim to provide items that are different and designs they will love.
“We also offer a wide range of price points with items that aren’t expensive but are still good quality.”
Tilly Whims, which takes its name from the nearby scenic caves, has been able to incorporate a bit of the Purbeck stone look into the new shop
Vibrant clothing ideal for a beach holiday
Menswear at Coast and Country
The original Tilly Whims shop offered both women’s and men’s fashion but the new Tilly Whims shop will only offer women’s clothing, handbags and shoes.
However menswear will still be available at Coast and Country across the road.
Coast and Country opposite Tilly Whims will remain as a stockist of menswear
The old Tilly Whims store is now available to let via Corbens
Michaela Hutchings (left) and Di Standley (right) working hard to get the shop ready for opening day
“Our staff have been amazing”
Di Standley added:
“Thankfully, we have pretty much recovered after the disaster last year at Coast and Country and are looking forward to the summer.
“Our staff have been amazing while we have been reorganising the shops, even volunteering to help at times. They believe in the brands and what they sell and their customer service is brilliant!
“We really appreciate all that they do.”
Plenty of dresses, tops and trousers available, as well as shoes although the number has had to be reduced due to less storage space in the new shop
Bring summer to Swanage!
Further information
- More about Tilly Whims and Coast and Country
