In 2009, the store's owner, Dannii Paston, was the first retailer to move into a unit in the refurbished Grade II-listed Imperial Buildings at the top of the High Street. Since then, Dannii and husband Chris have worked tirelessly at the specialist in fun fashion, alt style and pop culture, expanding and relocating in town at the same time as launching an online store and taking on new challenges such as their Over The Rainbow café a few doors down.