Trade Talks Tuesday: How Strickland & Holt Has Stayed Relevant for Over 170 Years

Established in 1854, Strickland & Holt has been serving the community of Yarm for more than 170 years. From gifts and homeware to fashion, toys and its popular in-store café, the family-run department store has evolved with the times while remaining a much-loved destination for generations of shoppers.

For this edition of Trade Talks Tuesday, we spoke with Paddy Morton, who has been part of the Strickland & Holt team for 18 years. With experience spanning both multinational retail and running his own independent business, Paddy shares his thoughts on what keeps customers coming back, how the retail landscape has changed, and what suppliers can do to stand out.

About Paddy Morton

Paddy Morton has been part of the Strickland & Holt team for 18 years. Before joining the business, he worked for Nestlé before running his own farm shop and locally sourced vegetable box delivery service. His experience across both large organisations and independent retail has given him a passion for supporting local sourcing, strengthening communities and creating memorable customer experiences.

Website: https://www.stricklandandholt.co.uk/

Strickland & Holt has been part of Yarm since 1854. In your opinion, what allows an independent retailer to stay relevant across generations of customers?

I think part of the answer is in the question. We try to make the business attractive to all generations, both through a broad product offering and by creating a welcoming, family feel that everyone can enjoy.

At the same time, we work hard to preserve the heritage and character of the store, so customers who visited us as children now bring along their own children—and even grandchildren. That's something really special.

You've seen retail evolve dramatically over the years. What's the biggest change in customer behaviour you've noticed in the last decade?

Without doubt, COVID had the biggest single impact on customer behaviour over the last decade.

In a very short space of time it changed shopping habits, shopping times and how frequently many customers visited town centres. It also significantly accelerated the move to online shopping—a change that retailers are still adapting to today.

Many people predicted online shopping would replace the high street. Why do you think customers still value physical retail experiences?

Human interaction is without doubt the biggest reason.

People enjoy speaking with our staff and receiving personal service. Shopping is also a leisure activity and often a social one. Many customers meet friends or family to spend time together while browsing the shops.

That's an experience that simply can't be replicated online.

Your business combines gifts, fashion, toys, homeware and even a café. Do independent retailers need to become destinations rather than simply shops?

Being a destination is certainly something positive to aim for.

More importantly though, I think retailers should focus on customer experience.

If people enjoy the experience, they'll come back.

How do you discover new brands today, and how has that changed compared to five or ten years ago?

We still discover most new brands through trade shows, magazines and industry press, and that hasn't really changed.

We also find it valuable to visit other businesses.

The biggest difference is that there are now fewer agents and representatives introducing new products to retailers. That's a shame because we really value the recommendations and expertise they bring.

When meeting suppliers at trade shows, what makes one brand memorable while dozens of others are forgotten?

For us, it comes down to design, presentation and offering something genuinely different.

Sometimes we've already identified a gap in our product range, so finding a brand that perfectly fills that need makes it especially memorable.

What is the biggest mistake suppliers make when approaching a retailer like Strickland & Holt?

Launching into a prepared sales pitch before understanding whether the product is actually relevant to our business.

It's much more effective to understand the retailer's needs first, then demonstrate how your product fulfils them, rather than trying to sell everything to everyone.

Do customers genuinely want something new and innovative, or do they ultimately buy products that feel familiar and trusted?

We believe they want both.

Customers love discovering new products in-store, but our trusted best sellers continue to perform because people come back for products they already know and love.

Key Takeaways

• Create an experience that welcomes every generation.

• Customer experience matters more than simply being a destination.

• Human interaction remains one of the biggest strengths of physical retail.

• Trade shows continue to be an invaluable source of new brands.

• The best suppliers take time to understand a retailer's needs.

• Successful retailers balance exciting new discoveries with trusted favourites.

From welcoming generations of loyal customers to embracing new shopping habits, Strickland & Holt has shown that successful independent retail is built on more than just great products. It's about creating an experience people want to return to, understanding what your customers value, and building lasting relationships with both shoppers and suppliers.

Want to Reach More Retail Buyers?

Looking to put your brand in front of independent retailers like the ones featured in Trade Talks Tuesday?

Email events@xpofairs.com to book a demo and discover how The Gift Fair UK helps brands connect with qualified buyers all year round.