Jollys to Reignite Bath’s Retail Spirit: An Iconic Department Store’s Imminent Return

Table of Contents

1. Key Highlights
2. Introduction
3. A Glimpse into History
4. The Revival Plan
5. Economic Impact on Milsom Street
6. Looking Ahead: Opportunities and Challenges
7. Conclusion
8. FAQ

Key Highlights

• Jollys Department Store, a historic retailer in Bath, is set to reopen after its closure last December, marking a significant revival in the retail landscape.
• Managed by Morleys Stores, the reopening will occur in two phases, with a soft launch in March 2026 and a grand opening in October 2026, promising a mix of fashion, beauty, and homeware.
• The reopening underscores broader challenges in UK retail, particularly the impact of online shopping and economic pressures that have led to numerous high street closures.

Introduction

In an era where shoppers are increasingly turning to online platforms, the reopening of Jollys—one of the oldest department stores in Europe, dating back to 1823—comes as uplifting news for the people of Bath. Often referred to as an institution in the community, the store's closure last December marked another blow for high street retail, but it also highlights a growing trend of revitalization efforts in the sector. Why do some retailers dream of a comeback while others are forced to shut their doors for good? This article explores the reinstatement of Jollys, its storied past, and the challenging backdrop of the retail landscape in the UK.

A Glimpse into History

Jollys was originally founded as a seasonal shop by Jolly and Sons and has since undergone various transformations. The store found a permanent home at Milsom Street, one of Bath's most cherished shopping destinations. Acquired by House of Fraser in 1970, it has maintained its reputation through two centuries. The shop became synonymous with the local retail experience, featuring a diverse array of goods that appealed to both locals and visitors alike.

Over the years, Jollys faced a multitude of challenges, reflecting the broader trends within the retail industry, including changing consumer behaviors, the rise of e-commerce, and economic pressures. Despite its rich heritage, the decision to shutter the store was made due to financial constraints exacerbated by the pandemic, leaving many to wonder about its future.

The Revival Plan

The announcement of Jollys' reopening has sparked excitement within the Bath community. Morleys Stores, the new management company, has signed a lease agreement to restore the store to its former glory. Managing Director Allan Winstanley expressed his optimism: “We are thrilled to be bringing Jollys back to life,” signaling a commitment to retaining the store's historic name and essence while modernizing its offerings.

The reopening strategy entails a two-phase approach:

1. Soft Launch in March 2026: This phase will introduce a select range of products and services, allowing customers to reconnect with the Jollys brand gradually.

2. Full Reopening in October 2026: The complete refurbishment will be unveiled, featuring expanded departments in fashion, beauty, and homeware. Exciting new brands—some never seen in Bath—will be introduced, broadening the store's appeal.

According to the management, exciting changes will include a full-service beauty section and a range of food and drink options, catering to the evolving preferences of consumers.

Economic Impact on Milsom Street

As the high street struggles, the reopening of Jollys represents more than just a return to shopping—it symbolizes hope for the revitalization of Milsom Street and the local economy. Kevin Guy, leader of Bath and North East Somerset Council, noted, “Milsom Street has always been a very special shopping destination,” reflecting the belief that Jollys can once again serve as an anchor for the area.

With the local economy still grappling with the aftermath of the COVID-19 pandemic, the reopening is expected to generate new employment opportunities. The council's economic strategy aligns closely with the ambitions of Morleys, aiming to stimulate the local economy and enhance the retail offering in Bath.

Challenges Facing Retail

While the return of Jollys is promising, it occurs within a wider context of turbulence for UK retailers. The high street has been facing an epidemic of store closures attributed primarily to:

• Emergence of E-commerce: The rise of online shopping has permanently altered consumer behaviors. Many customers prefer the convenience of shopping from home, undermining traditional foot traffic patterns in bricks-and-mortar stores.

• Economic Pressures: The cost-of-living crisis and increasing inflation have made consumers more frugal, as they prioritize essential spending over discretionary items. The British Retail Consortium has forecasted that numerous retailers will struggle to maintain profitability, leading to further store closures.

• Rising Operational Costs: With a significant increase in costs associated with staffing and overheads, many retailers have struggled to maintain viable operations. Policy changes, such as the rise in employer National Insurance contributions slated for April 2025, have added more financial strain to the already beleaguered sector.

The Broader Retail Landscape

The grim realities are underscored by recent statistics highlighting the precarious future of the UK retail landscape. The Centre for Retail Research has predicted the closure of around 17,350 retail sites this year alone.

This wave of closures raises concerns about the sustainability of local economies. High streets that once thrived are now marked by vacant storefronts, and these empty spaces become a symbol of decline and missed economic opportunities for many towns and cities.

Real-World Examples of Retail Closures

Retail closures have come in waves, affecting many well-known brands. Recent high-profile casualties include Debenhams, Topshop, and Wilko, each of which faced unique challenges but were ultimately compelled to close.

1. Debenhams: Once a staple on the high street, it shut down after struggling to compete with online rivals. Its brand was later acquired to facilitate online sales only, marking the end of its physical presence.

2. Topshop: The iconic fashion retailer was significantly impacted by changing consumer preferences and eventually closed its physical stores, shifting focus to online platforms.

3. Wilko: The value retailer faced mounting debt and operational challenges, culminating in extensive store closures across the UK.

Looking Ahead: Opportunities and Challenges

The reopening of Jollys offers Bath a refreshing opportunity to breathe life back into its high street. By appealing to both new and loyal customers through a mix of traditional and modern shopping experiences, it promises to play a critical role in revitalizing local commerce.

However, success will require navigating the broader challenges facing the retail sector:

• Adapting to Consumer Preferences: Understanding and responding to shifting consumer values will be crucial. Offering a unique shopping experience that cannot easily be replicated online may be key to attracting foot traffic.

• Leveraging Digital Strategies: Integrating e-commerce solutions with physical retail will become increasingly important. Retailers must create a cohesive omnichannel strategy where customers can switch smoothly from online browsing to in-store experiences.

• Community Engagement: By becoming an integral part of the community, Jollys can foster loyalty among customers who prefer to shop locally. Hosting events, collaborating with local artisans, or involving the community in store expansions may enhance connection.

Conclusion

The resurgence of Jollys in Bath’s Milsom Street is a hopeful sign amid troubling trends in the retail world. It symbolizes both the resilience of local businesses and the potential for retail revitalization in response to changing consumer landscapes. As Morleys Stores prepares to unveil its upgraded offerings, all eyes will be on Jollys to see if it can reclaim its legacy as a beloved shopping destination while navigating the complexities of an evolving market.

FAQ

When will Jollys officially reopen?

Jollys is set to have a soft launch in March 2026, followed by a full reopening in October 2026.

What will be offered at the reopened Jollys?

The renovated store will feature a variety of fashion, beauty, and homeware, including new brands that have not yet been available in Bath.

Why did Jollys close in the first place?

Jollys closed due to financial difficulties exacerbated by the COVID-19 pandemic and the increasing pressures on high street retailers from e-commerce and economic challenges.

What other retailers have faced closures recently?

Some recent high-profile store closures include Debenhams, Topshop, and Wilko, which have all succumbed to financial difficulties and changing consumer behavior.

How is the local council supporting the reopening of Jollys?

Bath and North East Somerset Council has actively worked for 18 months to secure the future of Jollys, viewing its return as critical for revitalizing Milsom Street and the local retail economy.

How do high street closures affect local communities?

High street closures can lead to economic decline in local communities, reducing foot traffic, diminishing local employment opportunities, and increasing the presence of vacant storefronts, which can detract from the vibrancy of town centers.