In pictures: Inside the latest business to open in Harborough's town centre

We now have take off.

The crucial Air Ambulance Service is celebrating opening a gleaming new boutique store in Market Harborough town centre.

The charity operates lifesaving Derbyshire, Leicestershire and Rutland and Warwickshire and Northamptonshire Air Ambulance helicopters.

And it’s hoping that the sky is now the limit after moving from a unit close to the Market Hall to a bigger smarter building on St Mary’s Place.

The impressive new store has a larger ground floor for supporters and shoppers to browse the bargains.

It also boasts a first floor for the team’s stockrooms - offering more space for donation drop-offs.

The charity is encouraging people in Market Harborough to continue supporting it by popping in as income and donations from stores are vital in bankrolling the 24/7 lifesaving frontline service.

The Covid pandemic lockdowns have been devastating.

The charity has lost over £2.2 million in income over the last year.

But the charity has still provided crucial frontline support to the NHS by attending an average of 10 life-and-death missions every day throughout the crisis.

Market Harborough store manager Laura Denney said: “It is great to open the new air ambulance store in St Mary’s Place and welcome our wonderful shoppers back.

“Our store is filled with great items from Ladieswear, Menswear, Childrenswear, to Bric-a-brac and Jewellery.

“So please do stop by, say hello, and support your local air ambulance!”