The James Collection store officially opened on Wednesday (May 13) after a former pop-up store was given a major £100k makeover.

Awaze chief commercial officer Simon Altham - who manages its Hoseasons, cottages.com, Novasol and James Villas brands among others - sees huge potential in Norfolk and Suffolk for increasing its high-end James Villas stays through the James Collection brand.

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The James Collection team outside its first store at 37 High Street, Southwold (Image: Sarah Chambers)

The company has been so keen to get the project off the ground it completed works in record time.

"It's been a real labour of love working around the clock," says Simon.

The refurbished shop at 37 High Street - finished in just three and a half weeks since the keys were handed over in a "back to brick" revamp including electrics and plumbing - is the first of about 20 upmarket stores envisaged by European holiday lettings giant Awaze.

As well as an area to meet and greet holidaymakers and landlords, a linen store has been created to the rear of the site which will also be the hub for cleaning operations and changeovers.

Planning is under way for a second store on the north Norfolk coast.

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"This is shaping up to be a very good summer for everybody - not just for us but for businesses in tourism," says Simon.

The James Collection is aimed at high-end holidays with only premium properties achieving very high customer ratings eligible.

London-based Awaze already has a big footprint in East Anglia - its main office is in Trinity House, Riverside Road, Lowestoft, where it houses its contact centre for the........

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