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Paul Edwards has operated his 1,000sq ft store in the suburb of Oxton, Merseyside, for 20 years, together with his wife Kirsten, who runs the integrated post office.
The shop is managed day to day by Mike Fletcher, who first started at the store as a 13-year-old paperboy more than 15 years ago. The store employs a team of 10 people.
Paul Edwards has undertaken significant store improvements, including Go Local Extra branding, new chiller units and increased shelving.
As the village of Oxton is a conservation area, all the renovations and improvements needed to be in line with local guidelines.
New range additions to the store are designed to generate greater footfall.
They include stocking fresh, handcrafted doughnuts from Planet Doughnut, together with daily fresh cakes, sandwiches and savouries from Bon, the independent bakery next door, which is also owned by the husband-and-wife team.
Paul Edwards said: “We wanted to reinvent the wheel with our new-look store and provide our customers with a facility and service that would knock their socks off, but we also wanted to be sympathetic to local conservation guidelines.
“I’m proud to say that all the hard work has paid off, and we have achieved our goals.
” The store plays an important role in supplying local people with their everyday shopping needs.
“We are building on this loyalty through investment in the store and the level of service we provide.”
The couple chose Parfetts as they felt it offered a wide choice, strong promotions and good value for money, as well as understanding the challenges faced by retailers.
Steve Moore, head of retail at Parfetts, said: “Paul is an experienced, first-class retailer who we’ve enjoyed working closely with to ensure the store is not only high-impact but well equipped to meet the needs of all customers.
“The store has embraced the promotions we offer with real enthusiasm.
“This already has translated into strong sales, and the availability of own-brand produce on the shelf means customers are getting value and great choice.”
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