Combine generations of family expertise with a completely fresh approach to independent retail and what do get? A business like The Fish House in Ludlow, which has taken the art of the traditional fishmonger to whole new levels, by means of customer service, education and “info- tainment”. JACKIE MCCARRICK went to meet the owners, Louise and Andy Hackney.
Louise and Andy were looking for somewhere to settle and start up his private gym business, historic Ludlow was the perfect location. What they found hard to
I
believe though, was that a town that had built a reputation as something of a foodie-heaven, turned out to be completely fishmonger-less. This was an instant challenge
for Louise, who just happens to be a third generation member of the Willis family – well known retail and wholesale fishmongers in the West Midlands. Like many offspring of
independent retailers, she had long since turned her back on the life of a shopkeeper and became a successful IT consultant instead. But in Ludlow, she and Andy
suddenly saw an exciting opportunity to use her inherited trade knowledge, contacts and family network - and package them up in a whole new way. Two years down the line,
and the couple have a stylish shop right at the heart of the town centre, with strong, confident branding, and a range of additional services that underline the fact that the people at The Fish House know their
t’s quaint, picturesque and affluent, a favourite haunt for tourists, day-trippers and second-homers – and when
subject inside out. Ultimately, it is their
knowledge, expertise, imagination and – yes – passion that they’re selling, much more than the fish itself. “Lots of people are scared of
fish,” says Louise. “They don’t know what to choose, or what to do with it when they’ve got it – so that provided a great opportunity for us. We realised that through knowing our subject, we could offer a lot more than just a sales counter. “Generally speaking,
fishmongers are a dying breed, so to succeed you really need to be doing something different” So, as well as offering personal
advice, cooking and filleting tips and recipe ideas at the counter, The Fish House also boasts a unique little oyster bar on the side, where customers can sample not just oysters but lobster, crab and smoked fish along with good locally-baked bread. It’s very simple – just a couple
of barrel tables and chair in the shop, and a few outdoor tables in the summer – but customers love it. It means they can try before they buy, and makes them more adventurous when they do make a purchase. While they were keen to
diversify into areas like the oyster bar – which was always part of their original business plan – Louise and Andy have been wary not to spread themselves too thin. So they won’t get into any
form of cooking and simply serve dressed shellfish or smoked fish, along with the bread from a local baker, wine from a local merchant, and cooked or smoked fish dishes using their produce, prepared by a local chef. They feel it’s important to
stick to what they know and do best – but drawing on the skills of other local independents and collaborating with them works for everybody, because they are all recommending each other.
“Generally speaking, fishmongers are a dying breed, so to succeed you really need to be doing something different”
F&wb Spring 2013 77
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