A new store is set to open at a popular Suffolk seafront business park, specialising in 'high end' fashions, including big brand names.

House of Eada will be opening at Felixstowe's Beach Street shipping container park and will stock some familiar names, including Gucci, Versace, Stone Island, Hugo Boss and Calvin Klein.

The family-run store is being launched by Emma Alexander and her husband Dean, who live near Saxmundham, on Saturday, May 27.

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Emma has previously worked as a sales assistant at well-known London stores, including Harrods, Harvey Nichols and Selfridges and had always wanted to open a high end fashion store of her own.

Having lived in Suffolk for three years after moving to the county from Essex, Beach Street was recommended to her by an acquaintance and she loved the vibe of the venue, as well as the fact that it welcomed hundreds of thousands of visitors during the summer.

East Anglian Daily Times: Emma and Dean Alexander with their childrenEmma and Dean Alexander with their children (Image: The Alexander family)

She added: "I loved the vibe and the social aspect of the place and because it is so family-orientated. It is dog-friendly and just really compliments the way we work as a family."

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During her time with the London stores, she worked with celebrity clients, including former footballer Paul Gascoigne and actors Samantha Janus and Michael Caine.

However, her plans to open a store of her own had to be put on hold because of the COVID-19 pandemic and the arrival of children.

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The couple have four children- Will, 14, Sarrah, four and Primrose and Roma, both three- and Emma said she wanted to create a 'really special experience' for anyone visiting the store, which will have a family feel.

The name House of Eada is a conjunction of the owners' names Emma and Dean Alexander.