Masson Mills Shopping Village is set in six acres located on the banks of the River Derwent


‘Retailers must now identify and highlight their strengths and unique selling points to counteract the challenges that are undoubtedly facing the sector’


Masson Mills Shopping Village is a destination site run by


Edinburgh Woollen Mill along with 26 similar destination sites across the country, which contain all of the Group's concepts and other brands to increase their attractiveness as a retail destination – essential for the current and future prosperity of the site. The Edinburgh Woollen Mill Group has invested in


acquisitions and in recent years has added to its portfolio. It has acquired the assets of Jane Norman, Ponden Mill (Now Ponden Home), Country Casuals, Peacocks, and Austin Reed, a menswear British fashion retailer, with the Jaeger brand being the most recent in 2017. All of these brands can be found in Masson Mills, along


with over 72 different concessions offering a unique day out for all the family – as with many retail institutions, the wide variety of offering ensures it caters for all demographics, which increases the site’s appeal and ensures it can continue to operate successfully into the future in a retail climate that is increasingly volatile and uncertain. Masson Mills caters for all ages and has enough facilities


to keep everyone entertained. There are four floors of shops to browse, featuring all the latest fashions and


accessories on level four, and more traditional and classic options on level three. Level two will provide visitors with ideas for the home and a large gift department that is ideal for gifts for every occasion. Masson Mills also promotes local food produce and


beers – an example of the diverse range of offerings that is becoming a standard and successful model for many retailers up and down the country – and offers some of the best in Scottish whiskies not to be found in supermarkets, giving the offering a sense of uniqueness and originality. The site’s new play area, Tree Top Tumble, is popular


with the under sixes, while those more interested in the history of the building may choose to have a tour of the Working Textile Museum. With the stunning backdrop of the Derwent River, the


Derwent Restaurant offers home-cooked food with a traditional menu and is a popular place for visitors to meet and treat themselves, with an array of menus from breakfast, dinner time specials, afternoon teas and snacks, all of which can be served with hot and cold beverages. The restaurant also hosts many of Masson Mills’ out-of-


hours events such as fashion shows, charity auctions, whisky tasting and gin experience evenings. Masson Mills used to host dances in the 1940s and 50s and, six years ago, the management brought back the popular 1940s swing dances with the Ashby Little big Band and the Ambassadors of Swing, meaning Masson Mills now features social dances for all ages with live big band sounds from the 40s right through to the 60s. The Arkwright Tea Rooms, located in the old mill canteen


area, is available for children’s parties, social events such as ladies day afternoon teas and the Christmas grotto and is also available for free community hire. It is also the venue for Masson Mills’ weekly social ballroom dance classes held between February and November. Retail has changed tremendously over the past few years


and will continue to do so – and this has been intensified and to a large extent necessitated with the advent of online shopping, which has made traditional, physical retail harder than ever. However retailers must now identify and highlight their


strengths and unique selling points to counteract the challenges that are undoubtedly facing the sector. In the case of Masson Mills, it has been at the heart of the local community for the past 235 years


business network December 2018/January 2019 53


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