England’s ‘smallest toy shop’ helps Thrapston high street thrive

Published on: 24th May 2018

Jollys Toys, which is thought to be the smallest toy shop in the country, turned five this month.

Its owner, Charlotte Croser, is one of a group of independent traders determined to maintain Thrapston’s status as a treasured gem in a sea of towns.

Charlotte, herself a shopkeeper’s daughter, opened Jollys in 2013 in a quaint building after moving from London.

Charlotte had always harboured dreams of opening her own shop. When her daughter went to school five years ago, Charlotte decided that Thrapston was the ideal venue for her first solo retail venture.

She commented: “My parents were booksellers so I grew up in a retail environment. I love what I do, I’m totally passionate about it. I was a bit nervous but I had lots of contacts from my time in London. The space is small so I’ve had to be quite creative with it. I knew Thrapston was the ideal location because there are a lot of young families here.”

Within six months of opening the shop, Charlotte began meeting with other local shopkeepers and business owners to come up with ideas to boost the high street in the face of mounting competition from out-of-town retail parks. Charlotte and three other shop owners came up with the idea of starting a regular event to popularise Thrapston on Saturdays. The monthly farmer’s market emerged from their plan, and the group decided to run it themselves.They each put in £100 and began the event in September 2014.

It has run every first Saturday of the month ever since, and draws crowds into the town centre which creates passing trade for other businesses.

Charlotte added: “It raises footfall and brings people into Thrapston. We did lots of research before starting it and decided to run it as a voluntary group. We were quickly able to recoup our small investment and it’s grown from there. It’s really brought the community together.”

Other businesses have also arrived in Thrapston in recent years, showing that small is sometimes better when it comes to retail.

Charlotte added: “We can give a really personal service. We try to stock things that are difficult to find elsewhere and we do birthday wishlists for local children. Thrapston really is thriving. We’ve got lots of destination shops and there are so many things on offer that aren’t available elsewhere.”


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