BROWNS Department Store was officially opened on Wednesday by the Mayor of Gainsborough, Coun Lesley Rollings.
The retailer is the latest name to join the line-up at Marshall’s Yard retail park in the town.
Members of the Brown family welcomed shoppers who were eager to see inside the new store.
More than £600,000 has transformed the former Carpet Right unit into a dazzling two storey shopping space.
“Marshall’s Yard deserved the best when it came to fitting out our fourth store,” said owner Nicholas Brown.
“We believe this will become a flagship store for Gainsborough and will attract people from across the region.”
The new store has created 45 new jobs in the town, headed up by manager Wendy Stephenson.
Marshall’s Yard centre manager Jackie Helliwell said: “It’s exciting to think we are now home to such well known brands - especially in cosmetics which our customers have been telling us for some time they would like to see here.”
“We hope this will not only encourage our existing customers to keep coming back, but also bring new shoppers in to the town.”