Cheltenham may not be the most obvious place to examine the challenges facing the British high street. Unlike other areas, it does not have visibly abandoned storefronts or deserted roads, and there is not an overwhelming presence of betting shops and charity stores. Additionally, stores with “pound” in their names are not prominently displayed.
In contrast, the attractive streets of the town center are lively, and it appears that business is doing well, if not thriving. Therefore, it is easy to believe on a sunny Wednesday afternoon that everything is going well in the world – or at least in this wealthy area of Gloucestershire.
Unfortunately, the only exception to this is the presence of “closing down” sale signs that adorn the storefront of Cavendish House. This popular department store has been a staple of Cheltenham’s retail scene for 200 years. Located on the prestigious Promenade, it has long been a symbol and destination for affluent locals. However, the store will permanently close its doors in April.
Kate Ashby, who worked in the accounts department of a shop in the 1960s alongside her sister Rose, fondly recalls the establishment. The shop boasted a hairdressing salon, a charming food hall, and stunning displays in the window. During that time, there were clear distinctions between staff and customers, and the personalized service provided was often poked fun at in the 1970s TV show Are You Being Served?.
Display the image in full screen mode.
Rose recalls that the store was quite pricey and had many customers with accounts. Additionally, there was a lovely eatery located on the second level.
However, with the breakdown of social structures during that time, several department stores have struggled to rebrand and adapt. If one were to visit Cavendish House now, it would appear rather dim and somber.
According to Mary Portas, a retail expert and broadcaster, large department stores are now seen as “big tombs of merchandise” and have not successfully distinguished themselves. While stores like Selfridges and Liberty have succeeded by creating unique and appealing shopping experiences, others have struggled due to a lack of creativity and direction, leading them towards failure.
In Cheltenham, many believe that Cavendish House’s downfall can be attributed to wealthy entrepreneur Mike Ashley. In 2018, Ashley purchased the parent company, House of Fraser, which coincided with the opening of a nearby branch of John Lewis. In this town, he is even less respected than he was in Newcastle, where he previously owned the football club. However, House of Fraser was already in financial trouble when Ashley acquired it. He has since successfully revived the company, now known as Frasers Group, which includes popular brands such as Sports Direct and Jack Wills.
Portas says that it’s simply intelligent individuals who are succeeding with profit margins and calculations, but at the cost of sacrificing the essence and significance of the brand for consumers.
She holds the belief that in order for the high street to regain its identity and purpose, businesses must consider their broader social influence and contributions to the community, rather than solely focusing on what they can gain.
Similar to many people walking by Cavendish House, Sharon Williams, who is employed in the retail industry, expresses her disappointment about the closure of the department store. However, she no longer frequents the store herself.
Feeling mournful about the end of something does not necessarily mean wanting it to continue existing. It can be argued that, for a lot of people, the current shopping process involves feelings of longing, insincerity, and lack of effort.
Who doesn’t mourn the closure of a cherished neighborhood store, while we sit comfortably in our chairs and find deals online without having to worry about paying for commercial rent and fees?
According to Portas, e-commerce has been the most significant change in our lifestyle and shopping habits in the 21st century. While it has affected traditional brick-and-mortar stores, resulting in financial struggles for many, it has also eliminated some of the large chain stores that had homogenized high streets into what Portas refers to as “clone towns”.
According to her, these chains did not have any loyalty towards the towns they left. They lacked a sense of belonging or uniqueness. These are the characteristics that need to be rekindled in high streets.
Display the image in full screen mode.
According to Portas, there is a reason for hope: the decline of excessive consumerism, which involved the purchase of inexpensive clothing without considering its impact on the environment. She notes that the current message promotes recycling, upcycling, and vintage shopping as more thoughtful alternatives. This trend has been accelerated by the financial struggles many consumers are facing.
She envisioned a department store that featured a floor specifically for vintage and secondhand clothing, with another floor devoted to vinyl and music. Additionally, there would be a designated area for childcare and restaurants where parents could leave their children. She believes that these types of businesses lack innovation.
When people are asked about what they would like to have on a busy street, they often mention hardware stores and fishmongers. The main reason why there are not many of these shops is because they are expensive to run. The typical yearly rent for a square foot of retail space in the UK is approximately £25 (although in popular areas it can be up to 10 times that amount). Generally, business rates make up about half of the total rental cost. This means that a medium-sized store could potentially spend £75,000 just on rent before considering any other expenses, such as salaries. That’s a significant amount of money that could be used for buying shrimp and screws.
Revamping the system for commercial rates and implementing some form of rent regulation could be beneficial if it prioritized the needs of the community and discouraged excessive numbers of estate agents on a single street.
In the past, department stores were designed to offer a wide range of products and compete with smaller, specialized shops. However, studies show that modern consumers prefer personalized shopping experiences. This explains the growing popularity of artisanal food stores and community farmers’ markets.
According to Alexandra Shulman, ex-editor of British Vogue, there is a potential shift towards the traditional notion of a bustling high street due to a combination of factors such as increased awareness of the environmental impact of driving to out-of-town shopping centers, and the failure of multiple online fashion companies. However, making this idea a reality will require creativity and determination, along with backing from local government and effective planning.
Alex Chalk, the member of parliament for Cheltenham, is advocating for the transformation of Cavendish House into a versatile space that combines retail, recreational activities, and high-quality accommodation in the town center.
According to Portas, the formula is ambiguous. However, listening to the wants and needs of the local community could greatly increase the likelihood of getting it correct.
Source: theguardian.com
