A 'head shop' in the Norwich Lanes is celebrating 20 years of business in the independent hotspot.

Ali Bongo, a shop that specialises in cannabis-related goods, opened in St John Maddermarket in 2004 after beginning life on Beccles Market in 1992.

Husband and wife owner duo Simon and Catherine Hambury have credited the success of their business to how they have consistently stayed true to the roots of their niche market.

Owner Simon Hambury says he couldn't have done it without his wife and business partner Catherine or his team (Image: Ali Bongo) "Twenty years as an independent retailer is a huge achievement," Simon said. "The difficulties of this niche market aren't for the faint-hearted. 

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"I couldn't have done this without my wife or our team. It's a small team of about 12 but everyone plays a key role.

The shopfront currently boasts a mural of Ali Bongo memories from the past 20 years (Image: Ali Bongo)

"My ethos of creating a good business is treating every customer as an important one - whether they are spending just a quid or £400."

The store first hit Norwich in 1996 as a stall on Norwich Market but has since become an established landmark of the lanes.

The store sits inside a 400-year-old building in the Norwich Lanes  (Image: Ali Bongo) Locals will know the business for the atmospheric electronic music that can always be heard inside, with even the phone's hold music matching the subcultural theme.

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"I grew up loving electronic, dance and house music," the 55-year-old added. "We used to sell tape packs from the rave scenes at Snetterton Sunday market. It became part of our theme."

The shop also sells clothing and accessories (Image: Ali Bongo) Ali Bongo will be celebrating the milestone achievement with live DJs, games and giveaways in store with more than £1,000 worth of prizes up for grabs until December 8.