A brand new shop has had a boom in trade since opening its doors in Oxford city centre.

Oxford Campus Official opened its store in Broad Street to the public on Sunday, March 17, after just a month of refurbishments.

Previously occupied by the Oxford Outlet Store, the unit has been completely transformed since the closure on Friday, February 23.

Operating since 2001, the shop has served customers under various guises and most recently specialised in selling city-themed keepsakes.

Oxford Mail: Sally Moss outside the city centre shop in February.Sally Moss outside the city centre shop in February. (Image: Newsquest)

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Director Sally Moss is thrilled with the shop’s start to life in the city and has said the business has a stronger focus on university goods and merchandise than before.

“We haven’t even got our sign up yet and we have had customers which is good and we will get that up later this week hopefully,” she said.

“There is still more new stock coming in as we do not wish to be the same as other souvenir shops as we would like to be unique.

“This is aimed at local people too, trying to encompass regulars and provide different designs and products so that we’re not just another souvenir shop.”

Oxford Mail: Inside of the new shop in the city centre.Inside of the new shop in the city centre. (Image: Newsquest)

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The new shop is stocking a wide variety of Oxford-themed gifts which Ms Moss hopes will bring in the locals as well as the tourists.

“We have a really nice range for the Boat Race which did well for that weekend with proper sportswear such as rain jackets and fleeces rather than just hooded sweatshirts,” she said.

“Anything that is connected with Oxford is going to be sold here too so that we have that local angle such as books like Alice in Wonderland and Narnia.”

Suzie Walters became the shop’s manager in the build-up to its grand opening and is pleased with how the new shop is progressing.

“I have been building a new team to make a difference in Oxford as we want to be better than the rest,” she said.

Oxford Mail: Paulina Melkowska now works in the new shop.Paulina Melkowska now works in the new shop. (Image: Newsquest)

“We have had some teething problems because the weather has not helped us but we are finding our feet and we are giving a better service than the other tourist shops.”

Paulina Melkowska joined the team when the business opened and has been loving her role as a sales assistant so far.

“The shop sells a better quality of items which I would describe as more beautiful and posher and a bit different,” she said.

“Every day is much better for business so far but we are still waiting for a big influx.”

Oxford Campus Official can be found in the city centre in Broad Street and is open each day of the week.