The Forum, which specialises in premium streetwear, menswear and footwear, announced on Monday that it is opening a new store in the city.
The retailer said:
“The time has come for us to move from a town to a city and take The Forum into its next chapter.”
The announcement following an interview made by owner Andy Knight to Swindon24 a couple of weeks ago discussing his ambitions for the future of the business.
View this post on Instagram
Speaking before the Bath move was announced, he suggested The Forum could benefit from being based in a destination city where visitors were already providing passing trade. Andy said:
“Maybe a destination city… somewhere where we’re not just a destination store in a town where we need to pull people in.
The Forum was established in Swindon in late 2002 and currently trades from 31-32 Brunel Plaza, inside The Brunel Shopping Centre.
Over more than two decades, the independent business has developed a following well beyond the town and stocks a range of international and independent fashion brands.
View this post on Instagram
The store has also worked on collaborations with brands including Carhartt, Nixon and Farah, alongside other projects involving Audi and independent businesses. Andy previously described The Forum as a destination shop, with some customers travelling into Swindon specifically to visit. He said:
“We are definitely a destination shop.
“I think it was almost a bit funny to say that three, four years ago, and people say, ‘I just come to town for you’, and we would laugh it off.
“But now people say, ‘No, literally, we come to Swindon for you.’
“So that I’m super thankful for. But part of me feels a little bit sad about it.”
Andy said Swindon town centre had changed significantly following the pandemic and the departure of major retailers. He said:
“Post-pandemic, I think the town centre has definitely changed. It’s a shame that a lot of the key anchor stores have pulled out.”
Despite the changing retail landscape, The Forum has continued operating with the support of its established customer base. Andy said:
“I think key cities with huge catchment areas are flourishing. I think small market towns with niche gift shops and independent coffee shops are doing really well.
“I think the small working-class towns (like Swindon) in between that are massively, massively feeling the pinch post-pandemic.”
View this post on Instagram
The Forum also underwent a significant transformation during the Covid lockdowns, when the business moved heavily into online retail.
“We went online in lockdown, so between lockdown one and lockdown two, we took the business online and we completely revolutionised the business,” Andy said.
The retailer used social media to maintain contact with customers while its physical store was closed and also provided free deliveries within a five-mile radius. Andy said:
“Shop shut, no website. Our hands were tied, so by going live (on instagram), it did really good for our algorithm. It did really good for our community. It showed people that we cared.”
View this post on Instagram
He added:
“You can always look back and be proud of what you did at that specific time, and I think it had a massive impact on our business.”
The move to Bath also follows a change in ownership, with Andy taking full control of The Forum after buying out his business partner. Speaking about their time working together, Andy said:
“We worked fantastic together, and we got The Forum to where it is today.
“But I got to a point in my life where I’m like, I want to be in control of my own destiny.”
View this post on Instagram
The retailer has now confirmed Bath as the location for its next chapter.
Announcing the move, The Forum said:
“We’re incredibly proud to announce that we’re opening a new store in Bath.
“The time has come for us to move from a town to a city and take The Forum into its next chapter.
“This is a huge moment for us, one that has taken years of hard work, determination and support to reach.”
The business also paid tribute to Swindon and the customers who have supported it since its early years.
It said:
“Swindon will always be a massive part of our story. It’s where The Forum grew, where we built our community and where so many of you supported us from the very beginning. We’ll never forget that.
“Now, we’re ready for a new challenge: a new city, a new store and an exciting future.
“Bath we’re coming.”
The Forum has not announced the location of its new Bath store or when it is expected to open.
No closing date has been announced for the existing Swindon shop. The company described the decision as a move “from a town to a city”, rather than confirming Bath as an additional branch.
