Traditional Stratford-upon-Avon sweet shop has been completely rebranded

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Press Release

Published on 7 August 2020
Archived on 7 September 2020


A traditional sweet shop in the heart of a medieval market town and tourist destination has been rebranded and become an independent store.

Wilfred's of Stratford has officially opened its doors and welcoming in visitors to the town - albeit with a brand new name.

Wilfred's of Stratford

Formally known as Mr Simms Olde Sweet Shop, the High Street-based business has been completely rebranded and has moved from a national franchise to a locally-owned independent store.

Lisa Edwards, manager of the store, said that although the name may have changed, nothing has changed when it comes to service.

"The name change happened during lockdown, it was always planned to go ahead, but we don't want any of our customers and visitors to the town to be confused.

"Wilfred's of Stratford has the same team here that everyone knows and we are giving the same quality of service that we always have.  It's just that the shop has now become an independent rather than part of a franchise, so we want people to know that we're here and to continue to support us.  Nigel, the shop's owner, came up with the new name as it's dedicated to his grandson, so it gives it a nice family connection."

Filled with a whole host of treats, there is everything from all the traditional favourites to American-style sweets and much more.

The team are in the process of getting a presence of on the internet up and running, with a new website and social media very soon.

"People should keep an eye out because social media is being planned to launch soon and we're hoping to have a new website up and running at some point as well," added Lisa.

"After the past few months, we are just glad to be back up and running again and we have measures in place to keep everyone safe.  We look forward to seeing customers old and new dropping over the coming weeks."

Joe Baconnet, Director of Stratforward Business Improvement District, said: "Wilfred's is a great local business and very much a staple in the town that is always popular with visitors.

"Stratford-upon-Avon and Stratforward is proud to host so many independent businesses in the town centre, and it is great to see that Wilfred's joins that list.

"We would encourage visitors to Stratford to head down to High Street and show their support."

Businesses are now being supported by Stratford District Council to promote the safe reopening of the High Streets in response to Covid-19 through the Government's Reopening High Streets Safely Fund which is funded by the European Regional Development Fund (ERDF).

The project has received £116, 036 of funding from the England European Regional Development Fund (ERDF) as part of the European Structural and Investment Funds Growth Programme 2014-2020.

The Department for Communities and Local Government is the Managing Authority for ERDF. Established by the European Union ERDF funds help local areas stimulate their economic development by investing in projects which will support innovation, businesses, create jobs and local community regenerations. For more information visit https://www.gov.uk/european-growth-funding


Contact details

Stratford-on-Avon District Council
Elizabeth House, Church Street,
Stratford-upon-Avon, Warwickshire,
CV37 6HX
Tel: 01789 267575

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Last updated on 10/08/2020