WHEN department store chain Fenwick revealed its plans to change the name of Colchester's iconic store Williams and Griffin, there was a communal and almost audible intake of breath.

To suggest removing the name of Willie Gees, as it is affectionately known, was something akin to rebranding Selfridges.

Williams and Griffin has been in Colchester for more than 50 years and its roots in the town go back even further to the 19th century when William Griffin set up in the town centre as a linen draper and H E Williams as an ironmonger.

But Williams and Griffin is more than just a name. It is a synonym for a certain standard of customer service along the lines of Grace Brothers from the TV show Are You Being Served?

It stands for a quality of product and a little bit of luxury.

Hugo Fenwick, trading director for the Fenwick Group, understands the enormity of the decision.

He said: "In 2008, when we bought the store, we were happy to retain its name as a strong regional brand.

"We respect its affinity with the area but we do think it is now best to move on.

"A lot of deliberation went into the decision, we took a long time over it."

So why change it?

The answer is the demands of the 21st century shopper.

"We strongly believe in this digital age having a single national brand is becoming increasingly important.

"Having sub-brands is not appropriate, either for the future of the store or for Colchester.

"A Fenwick store, as a national brand, will have a much wider reach.

"It also means you will have more customers coming to Colchester from further away.

"When we have a transactional website and click and collect it is much easier when you have one brand name.

"We totally understand and recognise Willie Gees as a brand has a strong resonance locally.

"I fully understand some Colcestrians will be dismayed.

"We hope they can understand it is in the long term interests of the store and the long term prosperity of Colchester to do so."

Mr Fenwick added: "The style of the business will not change, it will continue under the mantle of Fenwick.

"We have no concerns at all if Colcestrians still continue to call the store Willie Gees and we will still have George, the chimp."

In any other context and when discussing rebranding of a major store undergoing a £30 million redevelopment, this comment would have been odd.

But not in Colchester.

There was near revolt when it was thought the aged toy, which has spun on a trapeze in the toy department for generations, had been ditched. Thankfully it was only a temporarily arrangement while he received some TLC.

Mr Fenwick understands the significance and is acutely aware of the store's - and the town's - history.

He facilitated the Colchester Archaeological Trust dig at the back of the High Street store before work on the £30 million redevelopment began.

The finds, beautiful gold armlets and rings, will form part of an exhibition at Colchester Castle this year.

There is also to be a Williams and Griffin archive which will go on display in the store's offices at Greytown House next to the store.

While the new facade will have state-of-the-art glazed panels, the development will also incorporate the existing Tudor, Victorian and 1920s frontages.

Caffe Nero will move into what was once Jacklins, the much-loved tea rooms and sweet shops which closed about 20 years ago.

And the site of an old iron foundry will be recognised with a piece of art, probably a bronze statue, in the newly-named Foundry Alley.

"We respect Williams and Griffin has become part of Colchester's heritage and we are seeking to preserve that," said Mr Fenwick.

"While the store is being redeveloped, we will still be keeping its idiosyncrasies so it will not just be a High Street store.

"I think department stores are so much more interesting if they have unusual spaces.

"They give character. Williams and Griffin has always had a great character and we certainly will retain that."

But the decision to develop, to invest in the long term future of the store, also meant the rebranding was inevitable.

Mr Fenwick said: "We took the decision Colchester has huge potential and investment of this scale would be viable.

"It is a long term investment because we expect to be here in 30 or 50 or even more years.

"It is only companies which look to the long term which are able to do this level of investment.

"Fenwick is a recognised and respected national brand.

"We do believe changing the name of the store will attract customers from even further afield which can only be good for Colchester."

Fenwick now has 11 department stores across the country.

All will bear the Fenwick name apart from Bentalls in Kingston upon Thames in leafy Surrey.

"There has been no name change since the 1840s," said Mr Fenwick.

"We have not done a refurbishment of that store, as we have in Colchester. However, in this digital age, we will review it."

Times, as they say, are achanging.

 

 

Halstead Gazette:

 

HUGO Fenwick made a stinging attack on plans for an out-of-town retail development at Tollgate, Stanway.

Mr Fenwick said it would "suck the life out of the town centre" if plans for Tollgate Village were allowed to go ahead.

He added: "We are still vehemently objecting to the Tollgate application.

"We believe an out-of-town retail park of the scale of 300,000 sq feet would be devastating for the town centre and will drain it of its life blood."

He added: "We are so fortunate in Colchester to have all these smaller shopping boutiques in Eld Lane and Head Street as well as the larger stakeholders such as us and Culver Square and Red Lion shopping centres.

"We will be having an exhibition in Greytown House called Colchester Presents which will show the initiatives going on in the town centre.

"All this would be put under huge strain if the planning application for the Tollgate Village is agreed."

The Tollgate Partnership wants to develop 20 acres of land it owns, including on the former Sainsbury’s site and land opposite Curry’s/PC World.

If it gets permission, the firm’s directors Daniel Watts and Jayne Gee, say it will create 1,000 jobs and create a community space.

It also claims it will provide a significant financial boost to the area bringing an estimated £13.7 million to the local economy.