Fortune favours the retail brave
In the latest of our occasional features on well-established Lancaster businesses which have weathered several economic storms, LOUISE BRYNING visits Chirnsides.
WITHIN minutes of meeting Chris Chirnside, he's handed over a history of the 140-year-old family business.
"There's not many businesses which have a written history," said Chris.
And he's right.
A tradition started by his great grandfather, Thomas Chirnside, provides a fascinating insight into an independent business which has survived since 1869.
But the memories of each generation of Chirnsides not only reflects the ups and downs of business life but also provides a social history of Lancaster – for the city and Chirnsides family are closely linked.
One of Lancaster's most well established shops has been run by a family who have had a high profile in the community too.
Chris's great uncle was mayor of Lancaster and his own father, Tom, was involved in much charity work and had the Abbeyfield Home in Scotforth named after him.
Chris Chirnside joined the family business straight from school and more than 40 years later is now at the helm.
Anyone who has visited the George Street shop recently will have noticed big changes.
"We have to keep moving forward," said Chris. "We had more space than we needed and could not find a profitable use for the first and second floors so we've developed them into apartments. That gave us the opportunity to modernise the remainder of the store which has been refurbished."
The womenswear, lingerie and swimwear, for which Chirnsides has built up a reputation, is now all on the ground floor, and the latest addition is the Dash concession which is already proving popular.
"You can't afford to sit back in business," said Chris. "Each generation of our family have done their bit to change."
Founder Thomas Chirnside moved from Preston to Lancaster where he saw more potential and soon had business premises in Cable Street. The company became known as T Chirnside & Sons when his two sons joined him.
Both world wars had a major affect on the business, particularly during World War Two when most of Chirnsides army of 27 travelling salesmen were called up. The family closed two of their furniture shops during this time. After the war, Chirnsides continued to expand into West Cumbria and Morecambe.
The travellers' rounds were sold in 1958 and it was during this decade that the decision was taken to specialise more with the merchandise and Chirnsides were responsible for another first in Lancaster – fashion shows.
By 1967, the family had premises in High Street selling menswear, drapery and floor coverings; Penny Street which sold ladies' wear; and Spring Garden Street, stocking young men's fashion. They also had stores in Workington and Whitehaven which eventually closed in 1969.
Most of Chirnsides was brought under one roof in 1967 when they bought their current premises.
From there they have survived economic ups and downs and changed with the times, closing children'swear and footwear when demand fell and introducing the sale of windsurfing equipment in 1980, capitalising on Chris's interest in the sport.
This was so successful a concession was negotiated at Pine Lake in Carnforth, further increasing business.
Although around 70 per cent of Chirnsides' clientele live locally and have shopped there for generations, a fair number travel more than 30 miles for this 'destination shop.'
Many are looking for the personal service missing from most chainstores.
Chirnsides has 10 staff, mostly part-time. The average length of service is about 20 years though one staff member has clocked up more than 50.
It's proved a successful recipe with sales 18 per cent up on last year – despite the recession.
"We seem to be making good progress and are looking forward to our 150th anniversary! " said Chris.
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Saturday 04 February 2012
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