Trail ensures town’s independent shops are not hidden gems

Mary Portas may be the nation’s high street champion but even she can’t be everywhere.

Countless retailers across the country have gone to the wall during the recession, and with few signs that the situation will improve soon towns are forced to think laterally about the devastating effects of the faltering economy on their high streets.

Even before the downturn there were many that were struggling due to out-of-town shopping malls with free parking sucking the lifeblood away from once-busy shopping streets.

While the affluent East Yorkshire town of Beverley is not yet blighted by scores of boarded-up shops, the community of varied small independent traders are concerned about both the turnover of retailers whose business fails within around 18 months of opening their doors, and the fact that so many shoppers seem unfamiliar with what’s on offer beyond the big-name chains that mostly populate the high street area. A further worry is that in a couple of years’ time an out-of-town shopping centre will open, doubling the number of shops in Beverley.

Independent traders say they have nothing against the new centre, but they feel it’s time to up the ante. They’ve joined forces to start the website www.independentbeverley.co.uk, which is designed to celebrate and promote the diverse range of shops in the town.

So far, 34 of the town’s 50-odd independent retailers (also cafes and restaurants) are participating and the number is growing daily. As well as contact information about businesses, the free-to-join site features a walking trail around the town centre that will take people to the door of every participating business, making sure that even Beverley’s so-called hidden gems will be discovered.

The idea came from Amalia Booker and Antony Barton, the husband-and-wife owners of gift and furniture shop, Amanti. Amalia, who designed the site, says: “Even in a town like Beverley that appears to be successful and affluent, trading can be hard. We wanted to shout about the importance of visiting and using local, independent shops. Most of us don’t have big marketing budgets so the obvious thing was to come together and start promoting one another.”

“So far, Beverley has been able to avoid becoming just another clone town, but we need to make sure that we keep a diverse range of shops here because it’s good for the town and good for the local economy. When we count the number of independent shops that have closed since we opened six years ago, it’s very worrying... I think one of the problems for smaller shops is that rents are high in town, so they take premises beyond the main drag, and then they may underestimate the money needed to buy stock and stick it out until you become known and find regular customers. It’s a difficult time.”

But, says Amalia: “We know that many of our customers want to shop local and the website will make it easier for them to find what they’re looking for.

“At the same time, visitors will be able to make sure that they’re seeing all of Beverley’s shops – not just those in the main tourist areas.”

The retailers participating in the site are hoping to find funding to produce leaftlets spelling out the indie retail trail around the town.

Lisa Barrow, florist and owner of Fleurs de Lisa said: “I think the trail is a fantastic idea, the website looks great and there was absolutely no fee or charges to become involved.

“Beverley is a creative town with so many diverse products on offer. There are countless news reports on towns suffering at the hands of retail giants but the Independent Beverley website and trail gives an indication of what can happen when we unite.

“Too often, small independent businesses are referred to as ‘best kept secrets’ – but we don’t want the shops in Beverley to be a secret.”

Councillor David Elvidge, chairman of Beverley and Rural Community Partnership said: “The independent traders in Beverley are, I believe, the backbone of our local economy. They are at the heart of our thriving community, indeed they are an integral part of our town’s unique character, something that attracts visitors from far and wide.”

The website also provides details of places of historical interest to explore in between shopping and drinking coffee or lunching.

“We and others find that even local people come in and say ‘Are you new?’ when we’ve been here six years,” says Amalia Booker. “We’re making it easier for them to find and support us.”