“It’s Pants Out There,” Cries Indie Brent Milburn Of Newframes in London’s Soho, With Takings Down 93%

This time last year, millions of tourists would be flocking to the Carnaby Street area, a veritable honeypot in London’s West End retailing epicentre. Added to this, the streets would be buzzing with the thousands of workers in the multifarious businesses in this trendy part of the capital. Not so this year. You can hear a pin drop it is so quiet and can have the pavements to yourself.

“It’s pants out there,” exclaimed a frustrated Brent Milburn, who has owned Newframes, a greeting card and framing shop located very close to Carnaby Street for the last 20 years, but is now having to cope with turnover that is 93% down on what it should be as there is no customer traffic, with the lack of tourists (both domestic and overseas) and people working from home.

Above: The welcoming fascia of Newframes in London’s West End.
Above: The welcoming fascia of Newframes in London’s West End.

Brent felt compelled to contact PG Buzz to amplify Cards Galore’s co-owner Rumit Shah’s plea on BBC News for customers to return. (https://www.pgbuzz.net/cards-galore-owners-send-out-a-cry-for-help-on-the-bbc-2/)

Even on so-called ‘Super Saturday’ (July 4 when pubs and restaurants could re-open), footfall analysts Springboard tracked how there were 75% fewer people around in the centre of London with other cities also down by 67%.

While Brent is happy for his indie retail counterparts located in city suburbs, provincial market towns or areas supported by a local community who are managing to adapt to the new normal, for those like him in city centres he says it is dire and feels something drastic needs to be done to support them.

Above: Carnaby Street is open for business, but far fewer than usual are taking up the invitation.
Above: Carnaby Street is open for business, but far fewer than usual are taking up the invitation.

“We are experiencing the same as Rumit (Cards Galore). Our turnover is 93% down. The footfall is not there in Central London and probably it’s the same for other city centre locations. Many stores that did open on June 15 have now closed, placing notices on doors saying they will not open until footfall returns,” Brent told PG Buzz. “I am really not sure what can be done to encourage shoppers who are certainly reluctant to use public transport and are now worried about losing their jobs.”

To Brent’s mind, the current situation with Covid-19 has “highlighted many problems in the retail landscape and in society as a whole.”

Above: Brent Milburn with Tache’s Pennie Bryant at PG Live during happier times.
Above: Brent Milburn with Tache’s Pennie Bryant at PG Live during happier times.

Here, he shares part of his manifesto for change:

“For too long the rents, rates have forced changes on the way we shop.

  • Rates, the system is outdated and unfair. I believe all commercial premises (retail, offices, warehouses, industrial) should have a standard rate per square foot/metre, including the same rate for the whole premises, without internal zones. This would be easier to calculate and would take away the bias in favour of online businesses. The rate could even be set by the local council. Each business location should also be allowed to vote in local elections to give us a voice on policy.
  • Large companies need to stop paying premium rents to obtain ‘flagship stores’ which distorts the true value of the rents achievable in an area, as the landlord uses this higher rate to push the other rents up to the same level. This has served to encourage out of town shopping and retail parks.
  • Out of town shopping centres should not be allowed in the future (Bluewater etc) to bring retailing back into towns and cities.
  • No new retail parks should be allowed to be developed. And those that do exist should be encouraged to change use to housing.
  • Ni and employers’ NI should be scrapped and included in PAYE. Income tax should be based purely on income, getting rid of all the loopholes, tax concessions etc. Keep it simple, otherwise people will always find a way round not paying.
  • VAT should be due monthly as should rents.
  • Everything should be done to encourage the return and use of traditional high street shopping areas.”

Brent, is waiting to see how landlords deal with the current situation regarding retail and office rental costs. “Certainly in central city locations I do not expect a return to office environments as in the past, with more home working. Therefore, current rents are not sustainable for businesses.”

In the meantime, Brent’s added wish is for businesses with a rateable value over £50K to also receive a grant

As he sees it: “Life will never be the same again and as a retailer we need to adapt. I really hope our landlord reduces our rent permanently to enable us to be viable. In the mean time we looking to see what opportunities there are in other locations. Onwards…and hopefully, upwards!”

Above: Canns Down and Icon designs that are being sold online as well as in store by Newframes.
Above: Canns Down and Icon designs that are being sold online as well as in store by Newframes.

Changing retail hotspots

Leading general retail media, Retail Week recently shared the findings of the latest Vitality Index compiled by Harper Dennis Hobbs that ranks the health of 1,000 retail areas, which shows the gains some suburbs and provincial towns have made over major city centres during this Covid-19 period.

Harper Dennis Hobbs Post-Covid Vitality Index
Post-Covid position Retail centre 2019 Rank
1 Wimbledon Village 7
2 Marlborough 10
3 Reigate 12
4 Berkhamsted 14
5 Cobham 17
6 Sherborne 26
7 Bristol – Clifton 27
8 Ilkley 29
9 Sevenoaks 30
10 Marlow 36
11 Muswell Hill 38
12 Tenterden 39
13 Hampstead 43
14 St Ives (Cornwall) 45
15 Holborn – The Brunswick 52
16 West Hampstead 56
17 Blackheath (London) 59
18 East Sheen 62
19 Beaconsfield 64
20 Yarm 65
21 Lymington 73
22 St Andrews 76
23 Seaton 77
24 Barnes 78
25 Petersfield 79
26 Ringwood 90
27 Stamford 91
28 Wimborne Minster 99
29 Knutsford 104
30 Bowness-on-Windermere 105
31 Peebles 106
32 Sheffield – Ecclesall Road 108
33 Totnes 111
34 Keswick 114
35 Hoddesdon 115
36 Holt 116
37 Clitheroe 118
38 Edinburgh – Morningside 122
39 Dartmouth 125
40 West Bridgford 126
41 South Woodford 129
42 Saffron Walden 132
43 Harpenden 139
44 Heswall 140
45 Monmouth 141
46 Didsbury 144
47 Pocklington 145
48 Fulham – High Street 146
49 Great Malvern 147
50 Pinner 148

(Source: Retail Week)

Top: Newframes’ Brent Milburn.

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