Javelin fashion and lifestyle store takes sales offline to concentrate on 'bricks and mortar' shops in Bury St Edmunds and Sudbury

The owner of a popular fashion and lifestyle store has decided to stop selling items through the shop’s website - to focus on his two shops instead.

Jeremy Clayton, who runs Javelin, in Abbeygate Street, Bury St Edmunds, closed down the sales section of its website last week.

Instead, he wants to focus on his two 'bricks and mortar' shops in Bury and Sudbury -and personal face-to-face service.

“We've been pondering whether to do this for the last few months,” said Mr Clayton.

“Since the end of the lockdowns, we have seen how much people enjoyed being out and about and be able to come into Bury, and Sudbury, exceeding our expectations.

“The shops have been performing very well and we felt running the online business can distract us from our core business in the bricks and mortar shops.

“Customer service has really been the foundation of our business and creating a welcoming environment making customers feel special.”

Javelin celebrated 30 years of trading in 2019. Jeremy and wife Joanna opened the Bury store in 1989 and its Sudbury store in 1998.

They also ran a store in Cambridge between 2000 and 2008. The two current shops employ 40 staff between them and the move hasn’t led to any job losses.

“Staff had a dual role before, working in the shop and helping online, and they all liked the idea of concentrating on face-to-face customer service,” said Jeremy.

“All of the comments we have received so far from the public have been one hundred per cent positive, too.

“Selling online was vital during the pandemic but I think people appreciate face-to-face interactions. Also, with fashion, it is also important to view items for size, texture and colour.”

Jeremy hopes the move will also help boost the two towns.

“People visit us from across the region, and as far as London,” he said.

“But we feel very much part of the community in Bury and Sudbury and that’s also been a factor in the decision. Focusing on our stores also helps with stock management and reducing our carbon footprint, through deliveries and waste in terms of packaging materials.

“We still have our social media channels and some items are available on our Instagram page.

"Overall, I am excited about focusing on our shops.”