Designer shoe firm Soloro is the latest firm to move into Stamford and has taken up residence in Red Lion Square.
The town's traders and shoppers enjoyed champagne and nibbles during the store's opening on Friday, last week.
Soloro, which also has a store in Leicester, has spent £40,000 on transforming the former Thresher's store over the last two months and was a little late in opening its doors on Friday due to adding the finishing touches.
The store stocks men's and women's shoes from a variety of national and international brands including Vivienne Westwood, Calvin Klein and its own Soloro make.
Marketing executive Caroline Bennett said the firm's ambassador, Miss England, Laura Coleman, is due to visit the Stamford store soon.
She said: "We received a very positive reception from the people of Stamford. Everyone said they really loved the shoes and that the store was what Stamford needed.
"It went down very well with men and women. It was a successful night all in all."