Fruity Bliss opened inside the Brunel twelve months ago and has quickly built a strong customer base. Shoppers now travel in not only from across Swindon, but also from further afield, including Newbury and Bristol.
The business has grown at a time when renewed focus is being placed on independent traders to help restore confidence and footfall in Swindon town centre. Smaller businesses offering specialist products and personal service are increasingly seen as key to encouraging repeat visits.
Owner Adam Birou, who also operates fruit and vegetable outlets in Slough, Oxford and Hackney, said the Swindon stall has surpassed expectations.
“The stall in the Brunel is my fourth outlet, and it’s been a really positive experience,” he said. “It’s a great location, it’s always busy, and the people are lovely. We have many regular customers who visit several times a week. While lots are local, some travel in from places like Newbury and Bristol.
“My turnover at the Brunel has doubled since opening, which shows there’s real potential here and gives me confidence about opening a second outlet in Swindon.”
Originally from Egypt, Adam has worked as a greengrocer for twelve years and now lives in Swindon. He said the town has become his home.
“I’ve lived in Slough and Southampton since coming to the UK, but Swindon is where I’ve settled,” he added. “The people are friendly and welcoming, and I really enjoy being here.”
Fruity Bliss sources its produce from wholesale markets in London, including Spitalfields. The stall sells a wide range of fruit and vegetables, including produce from Africa, the Caribbean and Asia, alongside everyday items such as apples and tomatoes, which remain the best sellers.
Town centre managers say success stories like this highlight the role independent traders play in creating destinations rather than just shopping trips, helping to increase dwell time and repeat visits.
Tim Knowles, managing director at FI Real Estate Management, congratulated the business on reaching the milestone.
“It’s fantastic to see businesses like Fruity Bliss thriving at the Brunel,” he said. “Stalls that offer quality produce and attract strong footfall play an important role in enhancing the overall shopping experience.”
