Sassy & Boo was launched by Alison Townshend in the select area of Margaret Buildings in Bath in 2005 and was quickly followed by more stores in Tetbury, Chipping Sodbury, Malmesbury and Winchcombe.  In 2013 Alison launched her own label Luella in response to a need to offer interesting and individual designs at a great price point, as well as to provide new collections on a monthly basis.  This gives Sassy & Boo - as well as Luella stockists around the UK - something new and fresh to offer discerning ladies who are looking for something different each time they visit their local boutique.

More Sassy & Boo stores have since opened in Woodstock, Bradford on Avon, Frome and Cirencester, as well as returning to Bath in August 2019, where Alison's eye for colourful linens and cashmere knitwear have proved to be exceptionally popular

Alongside Luella, Sassy & Boo sells a range of other contemporary brands including Saint Tropez, Culture, One Season, Great Plains, Yas, Cream, Sandwich, Jayley, Robell, Ana Montana, and One Hundred Stars.  This is complemented by various footwear brands and accessories throughout the year, with an often eclectic and diverse choice of one-off pieces as a result of Alison's buying trips to Europe, India, Bali and the Far East. 

Everything a Sassy lady needs can be found in one of Alison's stores.