Two hundred years ago, the now famous Jarrold family arrived in Norwich, changing the high street – and our relationship with shopping - forever.

Opening on Cockey Lane (as London Street was then called) in 1823, the flagship Jarrold department store started life as a bookseller and printer, moving into its current location 15 years later.

And while other local department stores lost their relevance and closed, the Norwich institution continued to grow, withstanding two world wars, the dawn of internet shopping, and most recently, a global pandemic.

Today, as it celebrates its 200th year in Norfolk, Caroline Jarrold, one of three Jarrold family members still working within the company, said the business was “stronger than ever”, and looking forward to another two centuries of success.

She said: “We’ve never stopped evolving. One of the strengths of a family business is it can choose to be very flexible.

“You feel the stability of those long-standing roots, but the real secret has been the way we’ve looked forward.

“Each generation has contributed something different, and the responsibility we feel to the people of Norfolk has always been at the heart of that.”

 

HOLDING ITS OWN

But it hasn’t always been smooth sailing for the family business.

In the year 2000, the department store faced one of its biggest challenges in modern times: the arrival of Chantry Place.

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Boasting a modern premises and some of the biggest retail brands in the UK, Jarrold managing director John Adams said the shopping centre posed an existential threat to their business.

However, with five years notice, the company launched one of its biggest revamps in its history, expanding into its corner plot and making over a different floor each year.

And, according to Mr Adams, it worked.

He said: “In any business you need a steady investment plan so that you’re not suddenly caught off guard.

“A lot of businesses get into trouble because they don’t do anything for years, and then suddenly try to fix things all in one go and get into financial difficulty.

“Even after the tough covid years, we still had the confidence to invest to keep moving things on.

"We call ourselves a 200-year-old startup, because that's the approach we take."

For retail buyer Jenifer Dwyer, who’s worked for the company for 16 years, attracting “big, shiny brands” has been a major part of the store’s continued success, and a testament to its reputation.

She said: “It was a huge moment signing brands like Jo Malone, Mac, and Charlotte Tilbury.

“They’re luxury brands and want to protect their image, so you have to really prove you’re a worthy retailer.

“Our standout point is not only are we an iconic store, but we’re a local business, which means we can adapt quickly, unlike the nationals.

“These brands are now exclusive to Jarrold in Norwich, which has helped establish that even after all these years, we are still very relevant.”
 

LOCAL STRATEGY

While the department store may boast many a national brand, Ms Jarrold said giving local businesses a platform was still at the heart of its strategy.

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In 2021, the company launched its online marketplace Store Folk, dedicated to flying the flag for local brands and supporting shoppers looking to buy quality closer to home.

Featuring more than 80 artisans, artists, and makers, Ms Jarrold said the project was a continuation on the company’s centuries old commitment to the local economy.

She said: “Being so locally rooted has been a huge advantage for us.

“Whereas companies like John Lewis have to try and appeal to national tastes, we can focus in on what people want here in East Anglia.

“That is going to remain our priority as we go forwards.”