The mayor of Bedford Borough, Tom Wootton (Conservative), officially opened Deichmann’s brand-new Bedford store this week, marking a major retail investment in the town centre.
Dressed in full mayoral regalia, the mayor cut the ribbon at the store on Midland Road on Wednesday (17 April), ahead of a weekend of in-store celebrations.
Located at 7–11 Midland Road, the £750,000 investment by Europe’s largest shoe retailer has created 10 new jobs in the area and promises to bring affordability, quality, and big-name brands to Bedford shoppers.
Deichmann’s new 580 sqm store features men’s, women’s and children’s footwear, including well-known labels such as adidas, Nike, Skechers, Puma and Fila.
The retailer operates a best price guarantee across all branded shoes, offering to match or refund the difference if customers find an identical pair cheaper elsewhere.
Speaking at the opening, Mayor Tom Wootton said: “As the Mayor of the Borough, I’m delighted to see Deichmann choosing Bedford as its newest home.
“This is a fantastic addition to our high street, offering quality, affordability, and great style to local shoppers. This isn’t just about opening a shop – it’s about creating jobs, offering more choice to local shoppers, and helping to bring even more life and vibrancy to our town centre.
“It’s encouraging to see businesses recognising the potential of Bedford and playing a role in our continued growth and prosperity.”
Deichmann UK director Simon Wilson said: “We’re really pleased to be opening this new store and bringing our great value offering to Bedford.
“We have an extensive range of brands and footwear for the whole family, and we’re looking forward to customers discovering all that the new Bedford store has to offer.”
Celebrations this Saturday
To celebrate its arrival in Bedford, Deichmann will host a day of giveaways and family fun at the store on Saturday, 19 April, including:
- Free shoes for the first 25 customers (up to £30 value)
- 50% off selected footwear
- A ‘spin the wheel’ game with exclusive discounts and giveaways
The store is also offering digital foot measuring machines for in-store use and online printable gauges for children’s sizes, making it easier for families to find the right fit.
Shoppers can also take advantage of Deichmann’s Click & Collect and Ship to Store services for added convenience.
