A luxury homeware brand has opened its first-ever physical shop.

Inside Story launched its branch in Bluewater Shopping Centre, Greenhithe, following an influx of new stores.

The brand focuses on creating a “timeless yet aspirational space” – products such as hand-crafted cushions, scented candles and beautifully designed decorative accessories.

The parent company TFG London already owns three well-established brands at Bluewater: Phase Eight, Hobbs and Whistles.

All have traded for the past 20 years.

The 1,827sq ft store opened on Friday, December 6 and is located on the Lower Guildhall, next to HUGO.

A spokesperson for Inside Story said: “Having only launched online in 2023, we are thrilled to have now opened a flagship store in Bluewater.

“This retail opportunity allows us to share our passion for beautiful products and importantly showcase our full range of stylish and vibrant homeware and perfect gifting solutions.

“With new locations planned for the next 12 months, together with further product launches, this story is just at the beginning.”

James Waugh, centre director at Bluewater added: “We're delighted to have welcomed Inside Story’s first physical store to our retail lineup here at Bluewater.

“This is a fantastic addition to our retail mix, offering something that cannot be found at any other shopping destinations and further strengthens our position as a leading shopping destination.

“Alongside the recent openings of Kent-first brands such as Bershka, Pull&Bear and Sephora, this demonstrates our commitment to offering guests a diverse and exciting range of fashion, beauty and homeware brands.”

Other companies that have joined the retail line-up include fast-food chain Bagel Factory, as well as Gravity Arcade gaming experience.

The influx of new branches opening in the well-known shopping destination marks a new era, following the closure announcement by House of Fraser.

After 25 years, the department store will be leaving Bluewater by the end of the year.