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Zagger Menswear in Chelmsford, Essex

Chosen by Simon Tennant, UK sales manager, John Smedley

Zagger has five stores in Chelmsford split between womenswear and menswear, and is managing to dominate the town’s high street at a time when other indies are being pushed out of town centres.

A lot of City workers commute into London from Essex and Zagger Menswear has catered for them on their home high street so they don’t have to travel back into London at the weekends to find the brand mix they want.

Paul Dafforn, the manager, looks after the store beautifully. He’s always travelling to Italy and London, looking at what the retailers are doing and sourcing brands. The buyers are never scared to look at unusual new product and to push the boundaries by going for brands that aren’t just a safe option.

The store’s layout is restricted by the age of the building, but that is part of its charm. There’s a small serving area in the middle of the shopfloor and it’s easy to access the collections. It really is a brave and innovative offer for a town like Chelmsford.

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