Small shops were once ‘at war’ with shopping centres across the country but now many of them are making the best of the recent exodus of chain stores and shoppers’ revived love for the little ‘indie’ store next door 

THE rise of the supermall and the crushing march of chain stores on our High Street have seen the demise of many independents over the last decade – not least in Swindon.

But after some tough times, the wind is changing at last and ‘indies’ are reclaiming their territory by taking on big retailers on their own turf at the Brunel Shopping Centre.

While entrepreneurs were once at all-out war with shopping centres the nation over, many are now capitalising on the recent exodus of chain stores and shoppers’ revived love for the small boutique next door. And the Brunel has been more than happy to welcome them into the fold.

Over the past two-and-a-half years, a growing number of indies has replaced chains at the shopping centre, filling units, alone or with other start-ups to cut cost, and made ample use of its marketing know-how, security team and refurb services.

“We’ve always had some independents but the number has been growing over the last two-and-a-half years,” says Brunel deputy general manager Jane Stewart.

"You see chains concentrating their stores which leaves gaps in High Streets and shopping centres and leaves opportunities for independents to fill these gaps.

"What attracts them is the knowledge and expertise we can offer. We have an open door policy and we’re more than happy to help.”

Still a relative minority, independents represent just 22 per cent of overall shops at the Brunel, or 25 units out of the 113 available at the centre. But their number is only growing and Jane insists they are becoming an integral part of the shopping centre’s business model.

“The retail industry has changed a lot recently and it is probably one of the fastest-changing sectors,” she adds.

“The consumer is looking for something different and unique; every piece of research we’ve done with consumers has highlighted that they want to see more independent stores so that’s what we need to give them.”

This new influx of independents has forced the centre to adapt in many ways and assume a more hands-on approach to cater to newcomers’ needs.

“Welcoming new independents has been challenging,” she admits.

“They don’t have the same resources as big chains and while some are innovative, we have a marketing team here they can utilise.

“We help them with their digital marketing, design and posters. We help them with practical things like shop fitting. They are the businesses of tomorrow and we want to nurture them.”

The ongoing threat of demolition hanging over the Tented Market has proved a boon in many ways for the Brunel. In recent months several local traders have turned to the centre as a lifeline.

One of them is Lee Mulholland, who owns collectibles and cosmetics boutique Something Different. Two months ago he partnered up with another Tented Market business, Mekaal Boutique, to take over the former pet store on the first floor of the Brunel plaza. Not only have his sales figures skyrocketed since, but the attractive location has allowed him to secure new suppliers and boost his brand.

“The Brunel offered us this opportunity and it’s really helping with our brand image,” he says. “The Tented Market is run down and tired and a supplier didn’t want to trade with us while we were there because of it. I believe in brand image and if it looks good, it’s half sold.

“I was a month away from closing the door in the Tented Market – now our sales are four or five times higher.”

Image and marketing are recurring themes when speaking to newcomers at the Brunel, as is footfall.

The prospect of attracting even a small fraction of the 22 million customers strolling down Regent Street each year has been an undeniable draw for small start-ups.

David Hodgetts and Sezan Walker launched coffee shop Triple Two two months ago. After initially testing out their homemade cakes and fresh coffee in the middle of the arcade, they are now planning to move into a much larger unit at the Brunel and build on their food offering.

“Location is important,” says Sezan. “We are surrounded by pretty good stores which brings more footfall.”

Trading within sight of a large Starbucks would be daunting for most fledgling entrepreneurs but David believes the product knowledge and dedication small independents like him bring to the table cannot be rivalled by chains. “There’s definitely room for independents,” says David. “We saw a big gap in the market for quality coffee with nice fresh food. We know what we’re talking about and we like to think we work with the best quality coffee. It makes a difference.”

Mark Kalinka, of supplements store Monster M Nutrition, could not agree more. The former Tented Market trader relocated to the Brunel two months ago. An avid sportsman who practices what he preaches, he is steadily building a clientele at the shopping centre.

“I offer people advice and share my experience,” he says. “I’ve been doing sports for years and I use the supplements. I’m not just a sales assistant. I have a passion for what I do. It’s my business, not just a job. In big High Street shops people don’t know what they’re selling.”

One of the longest-standing independents at the Brunel, The Forum, has seen off competition from household sports and clothing chains since 2002.

Anchoring the store to its community and the local street scene has been instrumental in its success.

“You have to be true to who you are and contribute to the community as an independent store, to build loyalty,” says senior salesman Kay Singh.

“It’s worked for us for a long time. We have done events and we’ve had a pop up art gallery. We are part of the street culture; we’re a scene. It’s not just about selling clothes and trainers. You have to be more than a shop.”