Sherfield English Village Shop Case Study – Village Community Grant Scheme
Overview
Sarah Thick is joint owner of Sherfield English Post Office & Stores, with her husband, Rod. She
has been a customer of the village shop since childhood, because she grew up just two doors
away. She took over the shop eight years ago and it is now part of her family home. Already a
successful business, work began upgrading the premises in summer 2008 funded privately and
this is nearing completion.
Background
Sarah lives on the premises and receives help in running the shop and PO from her mother,
Norah Caddy. With strong local roots, Sarah is committed to the business and regards the shop
as a local service of paramount importance to the community in which she has lived all her life.
The well-used PO is a small glassed-in cubicle style facility at the centre of the shop, whilst the
recent new extension, to the left as customers enter, doubled the size of the shop. Sarah enjoys
an excellent relationship with her regulars.
Impact on community
Situated on the main A27 Romsey to Salisbury road, the shop is in an excellent location and
extremely busy, benefiting from both local custom and passing trade. Highly visible from the road,
it has several pull-in parking spaces and retained its PO in the recent round of closures.
The nearest alternative shopping centres or food retailers are 2 miles away at Whiteparish, or the
much larger Romsey (5 miles) and Salisbury (12 miles).
Funding
Having doubled the retail space and consulted customers on what services they would like to be
provided within the shop, Sarah decided to grow the business via new commercial ventures,
such as a photocopier, coffee machine, hot pie machine, a new New Forest Ice Cream cabinet,
and a replacement for an ancient chiller cabinet. All of the above was determined as offering
opportunities to increase passing trade, including local builders, tradesman and tourists.
Sarah applied to the Village Community Grant Scheme after her mother read about it and they
researched it online, originally for funding for the above, plus two air conditioning/heating units
because the shop is very hot in summer and cold in winter and these would improve the premises
for both shoppers and staff. She also requested funding for CCTV, as the shop has been the
victim of a major break-in (with £10,000 stolen from the PO) and can be a target for petty
shoplifters.
Outcome
Sherfield English Post Office & Stores was granted £9,898 for the new chiller and other
equipment mentioned above, but not funding to cover the air conditioning and CCTV application,
as the latter were not technically new commercial ventures. (CCTV has since been installed and
cabling is in place for air conditioning units.)
The shop looks neat and professional throughout, and has space for display racking, such as a
freestanding unit featuring greetings cards. Sarah has made the most of the increased space,
locating the new equipment to allow good walk-around access.
Local eggs, fruit and vegetables – including Hampshire watercress – are for sale, along with
Lyburn Cheese, from Landford, and the popular New Forest Ice Cream.
Feedback
Sarah Thick: “It’s very well supported and we get good passing trade. Having made a significant
investment in doubling the space, the new equipment has enabled us to stock items that have
proved a big hit – such as the hot pies and sausage rolls. We’ve been able to expand the range
of groceries and there is a far greater selection of goods in the chiller. It has given the shop a new
lease of life, and the Post Office remains vital for the community.
“It’s a lot of hard work, but we pick up early morning trade as we’re open from 7.30am, closing at
5.30pm. The Hatchet Inn supports us and we receive great local feedback.”
Norah Caddy: “Sarah’s responded to customer demand and looked at new ways of attracting
business, which have been successful. Trade has noticeably increased. I think the word is out
about the pies! Plus, 10 new starter homes have been built just along the road, now occupied by
young families who come in and use the shop.”
Future
Sarah has added locally sourced produce, and acknowledges that she could offer a greater
amount, but has to balance stock according to what customers are prepared to spend, and to
consider the shelf life, which can be shorter for premium local produce.
There are plans for further improvements and the paved area outside the shop is due for
completion shortly. After that, a new canopy will be added to ensure the entire home and
premises blend in appearance.
Funding facts and contacts
The Village Community Grant Scheme is targeted primarily at villages with fewer than 5,000
residents, with applications welcome from community associations, village shop associations,
parish or district councils and formal voluntary associations. Private businesses may apply if they
have the written support of their parish council. Hampshire County Council, in partnership with
Community Action Hampshire, the Hampshire Association of Local Councils and the South East
England Development Agency (SEEDA), is running the scheme until June 2011. 12 grants were
awarded in year one, 2008/9.
For more information: www3.hants.gov.uk/business/rural-initiatives/villagegrant.htm
Or contact: frances.stokes@hants.gov.uk
Published in May 2009 by HCC Economic Development Office www.hants.gov.uk/business