Meet the Founder of Cheshire Country Store: Kitty Ratcliffe

Meet the Founder of Cheshire Country Store: Kitty Ratcliffe 

Cheshire Country Store has swiftly become a cherished and go to destination for country living enthusiasts since its official launch in 2024. Situated in the idyllic Cheshire countryside, the store offers a hand-selected range of high-quality products which embody the charm and practicality of rural life. In this exclusive Q&A the founder- Kitty shares her incredible journey, from growing as a country girl in Gloucestershire to becoming a determined and successful entrepreneur. You’ll hear about her challenges, triumphs and goals for the future of her store. 

Q and A with Kitty

Q: Can you tell us a bit about your background and what led you to start Cheshire Country Store?

A: I’ve always been a country girl at heart, growing up on a farm in Gloucestershire where I’ve been riding horses since the age of four.

My journey in the country industry began in 2016 when I took on the role of Events Manager at Bredon Hill Shooting (now Bredon Hill Country) near Tewkesbury. Over the years, I helped manage our presence at around 30 equestrian and agricultural shows annually, showcasing many of the brands that are now proudly featured in my own store.

In early 2020, I joined Ariat Europe as a Training, Merchandising, and Events Manager. This role took me across the UK, Ireland, and parts of Europe, allowing me to visit numerous equestrian and country stores and gain valuable insights into different retail environments.

In 2022, I moved to Cheshire to be with my fiancé (and now business partner), Joe, and it quickly became clear that there was a significant gap in the market for a destination country store in our area.

While owning my own country store had always been a dream, I never imagined it would become a reality—especially given the number of country stores in Gloucestershire, where I had lived most of my life and thought I’d eventually settle.

Q: What inspired you to create a store that focuses on country living and lifestyle?

A: This definitely stems from my deep-rooted passion for country lifestyle and my career in the industry. Its what I live, breathe, and love! I love the rustic look which sits so well with country! 

Q: What are some of the most popular items at Cheshire Country Store, and why do you think they resonate with your customers?

A: One of our most popular pieces has to be, of course, the Schoffel fleece gilets. Not only are these worn by both males and females they can be worn at any age, from a teenage girl to a 90-year-old man. They’re practical, warm, comfortable, high quality and a staple piece for the country lifestyle.

Q: How did you go about selecting the products you offer in the store?

A: My selection process has been pretty straightforward thanks to the knowledge I gained in my previous roles. Quality is my top priority, followed closely by style. I like to pick items I would wear myself or see my friends and family wearing.

Q: What do you love most about running Cheshire Country Store?

A: I love everything about it! I love meeting and chatting to customers – We’ve had some really lovely comments and feedback from customers since we opened and it honestly means so much to hear it and makes my journey here all the more worthwhile.  I also love going to all the buying meetings and seeing all the exciting new things coming -  almost a year in advance. Picking products that I can see our customers loving and then getting to share it with them when it arrives. There’s also the added bonus of trying on and updating my wardrobe on a regular basis…..

Q: What challenges did you face when starting the business, and how did you overcome them?

A: There were many!!...

• Finding the right location – I visited a few different places in the area but I knew straight away when we were shown around Park View Business Centre – This was it
• Financial Risks – It was a huge risk – I used every penny of my savings and Joe put in a huge amount but zzSo far – it's been worth the risk!
• Building awareness – Social media is how we got our name out there! It’s a powerful platform I probably slightly under estimated!
• Balancing time and roles between Joe and I – this was tricky in the beginning as I was still employed full time with Ariat and worked away a lot and Joe was busy with his own business.
• Standing out in a competitive market – I wanted a destination store that had everything under one roof with easy convenient parking.
  

Q: How has Cheshire Country Store evolved since its founding?

A: Since September 2024 We have expanded our product range quite a bit by introducing Guinea London, Natilly Dressed and Beaumont & Bear and hope to expand more this year! We also held our first events – late-night shopping evenings in December.

Q: What values are most important to you when it comes to your business and the customer experience?

A: Quality! and good customer service/shopping experience for sure! I want shopping at Cheshire Country Store to be more than just purchasing items, it’s about building relationships and creating memorable experiences. Every Brand/Item is carefully picked by myself to ensure we only stock premium/high-quality items. Nothing I’ve bought for the store I wouldn’t buy for myself, friends, or family.

Q: How do you stay connected with your customers and ensure they feel a part of the Cheshire Country Store community?

A: I try to do as much as I/we can on social media whether that’s Facebook, Instagram or TikTok though this is something I’d like to be doing even more of!

Q: Can you share any exciting plans or new developments for the store in the coming months?

A: I can't share just yet but hopefully some exciting new brands which I think you will all LOVE!

Q: What advice would you give to other entrepreneurs looking to start their own business?

A: It does help hugely if you’ve got a good support network around you. I don’t think I could of done it without Joe and my family!! I’m SO thankful for Joe believing in my vision and taking the risk with me! If you’ve got a passion for something, I’d say do your research, start small, focus, trust your instincts and just go for it!! You might have what feels like a lot to loose BUT you could also have so much to gain!

Q: How do you balance the demands of running a business with your personal life?

Theres definitely been sacrifices made along the way – the biggest being that I gave up riding and sold my horse to start up the store.  Something I hope to come back to at some point but I wouldn’t change anything …its always been a dream to have my own store.

Q: Is there a particular moment or memory that stands out to you from your journey with Cheshire Country Store?

A: This is without a doubt our friends and family soft launch evening and The Grand Opening on September 7th, 2024. After months of hard work - leaving my full-time job, diving straight into buying meetings, building fixtures, painting, and getting the store set up, to standing back with a glass of fizz in hand and saying, 'We did it,' was an unforgettable moment.

The soft launch was particularly emotional for me. I attempted to give a speech to thank everyone who helped bring my vision to life, but I struggled to get the words out through tears. It was such a mixture of emotions - exhaustion, relief, gratitude, and immense pride. That evening will always hold a special place in my heart.

Q: What do you envision for the future of Cheshire Country Store? 

A: I’d love to grow the size of the store offering more choice and do regular in store events.

Q: What would you like customers to know about you and your store that they might not already? 

A: Joe and I get married this year… We are planning a rustic, western theme wedding - a similar feel to the shop. You may notice many of our shop props will temporarily disappear for the big day.

Q: What is your favourite item in your store currently? 

A: Has to be the Holland Cooper Tori Knit – I have it in several colours …I love the fit and its kept us lovely and warm all this winter! –  I loved it that much I got the rest of the team one as uniform!

The story behind the Cheshire Country Store is one of an unwavering dedication to the country's lifestyle and the community. Kitty’s carefully selected products prove her commitment to providing high-quality brands and a superb shopping experience to all her customers. As Cheshire Country Store continues to flourish, its evident that Kitty’s dream is more than just a shop. It’s a celebration of country living at it’s very best.

Whether you’re a local simply passing through, be sure to visit and discover all that Kitty and her store have to offer.