15th June 2017


Ascot Racecourse was delighted to open the doors of its two new on-site shops for the first time on Saturday 13th May.

The shops were opened by ITV’s Matt Chapman on The Opening Show on ITV4.

Following a two-year project to define, develop and launch the retail and licensing programme at Ascot, the new shops reflect the racecourse’s world-class sporting heritage, royal association and strong fashion links to create a unique, elegant and vibrant retail offering.

“We’ve designed a bigger range with much more space so our guests have a more comfortable shopping experience in between the races” said Juliet Slot, Commercial Director at Ascot.

The flagship Cedar Tree Shop is the largest at 300sqm, with the widest selection of products and a ‘shop and drop’ area so that you can leave your shopping in a safe place whilst you enjoy the rest of your day. The smaller Parade Ring Shop has more of a boutique feel, with a stylish product selection. For the Royal Meeting, there will be a third shop within the Windsor Enclosure.

The new collections, featuring both Ascot and Royal Ascot-inspired products, are available on site at Ascot throughout the summer season and will feature in licensees’ standalone, concession and web stores as well as in high-end high street retailers.

Renowned British brands Links of London, Christy, Christys’ Hats, Milly Green and Oliver Brown have supported the collection.

Find out more about the new Ascot Shop and how to purchase raceday vouchers