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Proud Lion is Cheltenham's premier comic and gaming shop, owned and operated by PL Horizons Ltd.

Proud Lion was founded by Ben Fardon (Managing Director) in 2008. Ben has been a comic collector since he was young, with his early interests including Iron Man, Transformers, Batman Knightfall and Claremont & Lee's X-Men. After working in comic book retail for several years, he decided it was time to open his own shop in the heart of Cheltenham. Proud Lion celebrated its grand opening on Free Comic Book Day in 2008, and has been a hub for fans of both mainstream and indie comics ever since.

In recent years, Proud Lion has grown to become a family business, with Ben's partner Rae Hurley coming on board to expand gaming in the shop. She fell in love with board games with the discovery of Small World, and has been an avid gamer ever since. Now she regularly runs demo days, open play nights, RPG sessions, and tournaments to encourage other gamers to share her obsession.