Something Different, now based in The Brunel, started life in the former tented market before expanding into a full store. Its ten year milestone comes as national figures show independents continue to form the backbone of the UK’s retail sector.
Brothers Lee and Ross Mulholland launched the business after deciding shoppers wanted items they could not find in major chains. Most of their sales still take place in store, despite the growth of online shopping.
Micro and independent retailers account for around 70 percent of all retail businesses in the UK.
Research from the High Streets Task Force indicates that independents support local jobs and increase dwell time. They also tend to rate highly with customers for service and provide towns with character and variety.
Something Different focuses on products not usually seen in larger shops. Its range includes collectables, jewellery, fragrances, toys and well-known niche brands such as Loungefly, Squishable, Joma Jewellery and Nomination.
Ross Mulholland, co-founder, said:
“Our Dad ran a furniture business, was his own boss, and we saw the freedom that offered. So, we decided to set up Something Different.
We worked in a variety of organisations but always found we lacked job satisfaction.”
The business has remained family run. The shop is managed by Lee’s partner, Tazmin, and their uncle, Keith, built the interior and produces some items sold in store. Their dad, Ian, continues to be involved.
The owners say loyal customers are central to the shop’s success.
Lee Mulholland, co-founder, said:
“We have some really loyal customers, who have been coming here for years and we’re on first name terms with many of them.
Despite what’s said in the media, people want to shop in person still, there is huge demand, and it is growing. We are really optimistic for the future.”
Nationally, the British Independent Retailers Association says spending with local independents can circulate up to three times more within the local economy than money spent with major chains.
Laura Hepple, Centre Manager at The Brunel, said:
“We have some amazing independent businesses at the Brunel, and it always makes me happy to see small businesses succeed and grow.
The team at Something Different are very innovative and adaptive with their business, offering thoughtful gifts you may not find in the larger stores, with a friendly customer experience.”
The store’s anniversary highlights the role independents may play in shaping Swindon’s town centre. Their hyper-local model, curated products and relationship-based shopping experience appear to provide the resilience many high streets now rely on.
This conversation is returning to Swindon at a pivotal moment, as the town’s Business Improvement District (BID) is in the process of being resurrected.
Something Different is based on the ground floor of The Brunel. It also operates an online store at www.somethingdifferentuk.co.uk
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