A new chapter is getting underway in one of Exeter’s main shopping areas. The Guildhall Shopping Centre is making some major changes as it adapts to the ever-changing face of retail.
Like many shopping centres and high streets across the country, the Guildhall felt the impact of pandemic as many major retailers chose to downsize or close altogether. For Nikki Fairclough, there have been fair few challenges since she started her role as Marketing and Customer Experience Manager in January 2020.
“Coming out of Covid has changed everything,” she said. “Some shopping centres in other cities have really struggled. In Exeter, we’re in a very privileged position where we have bounced out of Covid better than ever before. I think the approach was that we need to have spaces that serve our community. I went to Bristol not too long ago and was shocked by the amount vacant units.”
It’s no secret that the Guildhall does still have its fair share of vacant shop units, with some having been empty for longer than others. The former Argos store is still displaying ‘to let’ signs on its shopfront, more than four years after it closed for good. Nikki explains that it is up to Sainsbury’s what will eventually happen with the unit.
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As for other vacant shops, plans are already in place to get them back up and running. The former Inspired Rooms furniture store is set to become a homeware ‘pop-up’ store, meanwhile House of Tweed is also a temporary feature at the other end of the shopping centre.
Following the relocation of Grape Tree to the former Game store, the now empty unit is undergoing a refurbishment. It is due to go back on the market in just a few weeks time and, while a new permanent retailer is sought, it will become temporary home to a string of independent stores.
Nikki said: “We don’t count Argos as a vacant because it is actually part of Sainsbury’s so it’s up to Sainsbury’s to make a decision as to where they want to take that.
“Unit 4, where Grape Tree used to be, is having some work done to it at the moment. We would like to see retail go into unit 4 again so it is available for retail enquiries. It’s probably about six weeks off going back onto the market. The first point of call will be hosting independent, two week pop-ups in there until somebody goes in there.
“There will be a homewares, short-term pop-up and then we have another pop-up in unit 25 which is a one-year House of Tweed pop-up. They’re great for us because at Christmas, they really ramp up.
“The focus is to make sure the lights are on, there’s something for people to go and see. The short-term activations mean that the lights are on so when potential long-term tenants come past and see it, they are enticed into seeing what it could look like and then take it on long-term. There is the focus on getting long-term but getting the right long-term.
“We are very realistic as to the brands that will fit. We are very lucky to have a landlord that is conscious of the citizens that they serve. They’re constantly looking and making sure that there’s not unnecessary duplication and are conscious that, if there’s a service that’s missing, that is the focus rather than bringing another brand that does something similar.
“This is an ecosystem and it relies on the sum of its parts to be successful. Exeter City Council is the most in-touch, relevant landlord you could have for a shopping centre like ours.”
The shopping centre came very close to suffering a big blow last year when Wilko collapsed into administration, . Nikki says it was “heart breaking” to watch cherished staff members lose their jobs but says the Wilko brand was so important that she had faith it would eventually make its return.
Nonetheless, she has reminded shoppers that it really is still ‘use it or lose it’ for all kinds businesses, big or small. She has urged people to “put your money where your mouth is” if they want to keep city centres full of the brands they love.
She said: “It was so sad [when Wilko closed], it was such a great brand and the staff were so lovely that watching them lose their jobs was heart-breaking for everyone. There was always an understanding that this country understood the importance of Wilko and somebody would believe it to stop it from happening. We always knew, because that was such an important brand, that it would be filled with that or something similar.
“The biggest challenge as a city is footfall. Summer is generally a bit tougher because we’re so close to the beaches that when the weather is beautiful, people tend to go to the beach.
“Online sales will also always be tricky for shopping centres. If you have any love for a brand, even if its nostalgic love like your grandmother used to take you there for a coffee, if you don’t go and take your money and spend it there, it will be gone. You’ve got to put your money where your mouth is and spend in the brands you love. High Street, independents, all of it.”
As consumer habits change, Nikki says the Guildhall has adapted its focus. The space has had a big makeover, with a new colour scheme, art installations, signage and lighting. There is also now a focus on their food businesses, particularly the street food market which Nikki says is thriving.
The Guildhall’s main customer base is young families, especially with the indoor garden and Little Exeter play space and café upstairs. More family-friendly initiatives are in the pipeline, including a monster trail and the release of a new children’s book.
Nikki said: “We felt that it was time for the Guildhall to take a step into a more modern look. We have some incredible designers who came up with these concepts and these compliment the space. It’s big, open, friendly and inclusive. Our signage has also been improved.
“We’ve got new lighting going up and this year we’re celebrating street food. Our street food market is full which is amazing and is doing incredibly well, as are our Queen Street brands.
“There’s a big focus on under 10s and their families. We have great brands that work well with under 10s and young teens like WHSmith, CeX, Wilko, Primark.
“Little Exeter has been open for a year and a half now and I think it’s seen 32,000 visitors which is incredible. We’re now starting to really ramp up our charitable giving through Little Exeter so we’ve just funded a children’s mobile oven to go into a local school.
“That’s what Little Exeter is there to do and it’s there to provide a really nice space and in the summer we provide things like discos in there. We keep the prices the same so it’s not like we have an event and we push the price through the roof.”