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Department of dreams
Norwich ’ s iconic department store , Jarrolds , is staying relevant while celebrating its heritage
Jarrolds is a unique , independent department store located in the heart of Norwich , UK , an ancient city steeped in history . Once the prominent center of East Anglian trade , Norwich is now regarded as ‘ the city of stories ,’ reflecting the commitment to championing local people , communities , and businesses .
Founded in 1770 in Woodbridge and moving to Norwich 200 years ago , Jarrolds has played a key role in Norwich ’ s history , occupying a prominent location within the medieval city , and becoming an iconic destination for the shoppers of Norfolk . Despite its position in the UK ’ s most complete medieval city , Jarrolds is far from an aging scene and has instead evolved to stay fresh and relevant amidst the UK high street ’ s turmoil .
“ We try as often as possible to think like a 250-year-old startup , constantly reinventing and revolutionizing ourselves to maintain relevance and customer centricity ,” begins Nick Steven-Jones , Group CEO . “ We ’ ve expanded not only in terms of our retail offering but into divisions , with a training business , property division , and facilities management company that has evolved over the last 20 years from the St James ’ Place development in Whitefriars .”
Talking about retail specifically , Nick continues : “ In a post-pandemic world , people are looking for an experience when it comes to retail . While online shopping clearly offers convenience , customers are demonstrating a renewed desire to touch , smell , and feel products . Particularly in a challenging era for the high street , it ’ s all about experience .
“ We want people to think of Jarrolds as a place to go when you don ’ t know exactly what you want , when you want to be inspired , or when you want a more luxurious retail experience . We aim to sell curated collections and products that you can ’ t get anywhere else . The team has taken a different approach to merchandising , so instead of being brand specific , our displays are made up of a range of products to emulate looks and feels that attract customers .
“ This concept extends beyond retail too . In our training division , for example , people come to us not just for a training course , but for bespoke , tailored schemes that resonate across the group and monitor individual progress .
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