Keep It Rugby, CIC, community powered shops and services.

Keep It Rugby CIC was set up with one powerful goal: to rescue independents, stop empty shops, and make our town centre vibrant again. We’ve already supported Rugby Unwrapped, La Belle Boutique, and Rugby Bicycle Library, proving what’s possible when the community comes together.

We know first-hand the struggles independent shops face and so we need your help to continue to reinvest in providing our valuable services and products.

We now have the chance to save Rugby's much-loved children's clothing shop Eliza Doolittle. Sadly, the owner is retiring, and so we could keep this heritage alive as a CIC.

A Community Interest Company (CIC) is specifically designed to benefit the community rather than for private profit.

For over 30 years, Eliza Doolittle has been part of Rugby’s story, from a market stall to an established children’s clothing shop. Generations of families have bought their little ones’ first outfits there, and it holds a special place in the town’s story.

By securing funds we will have the opportunity to reopen Eliza Doolittle as part of the CIC. Funds raised will support Keep it Rugby CIC in securing the lease and covering the initial rent for Eliza Doolittle. If the takeover does not go ahead, funds will be redirected to support our wider town centre projects.

Keep it Rugby CIC began when our founder Mark passed by La Belle Boutique before its closure in 2024. In that moment, he knew that he could not see another fantastic independent disappear. These chance moments of realisation inspired the creation of Keep It Rugby CIC, because it is heartbreaking to see empty shops.

Shortly after Rugby Unwrapped, a unique zero-waste refill shop, was ready to change hands. Keep it Rugby CIC adopted it, giving it a new home and a fresh start.

At Keep it Rugby CIC we believe that the high street should be the beating heart of local life, where people meet, connect, and celebrate their town. A place for buying locally, employing locally, and keeping our high street alive for the future.

Your donations will help to show that with vision and care our Rugby town high street can be rescued, renewed, and reimagined.