Spalding’s flagship designer store has been renamed as part of a company-wide expansion.
Hills Department Store’s name was officially changed to Coneys a year after it was saved from the brink of extinction.
Scott Crowson has reached an agreement to buy the Broad Street store at the end of 2020 before reopening in spring 2021.
Now, 12 months later, its name has been changed to fit its other stores in Boston and Lincoln.
As part of an ambitious expansion, the company will also open a new store in King’s Lynn aimed primarily at menswear. Its doors will open in May.
Of the Spalding store’s renaming, Mr Crowson said: ‘We wanted to take our time settling into the department store before we rebranded to Coneys.
He added that the company wanted to see what people think of it, making sure it didn’t alienate any former customers and felt comfortable ahead of the name change.
By modifying it, it is now more in line with the rest of the franchises of the brand.
Mr Crowson wants to offer high-end products all year round rather than have a typical department store mindset, and the Spalding branch will now be limited to two designated sales periods each year.
“We are constantly looking for new and improved brands throughout the store,” he said.
“Our main goal has been to create a great experience, as you can shop for cosmetics, clothing, homewear and even enjoy a glass of Prosecco all under one roof.”
He added that a successful first year in the city gave the company great confidence.
Having been hampered by Covid restrictions to begin with, the staff hope that as long as they get a clean run this year, next Christmas will be a watershed moment.
Following Hills’ takeover by Coneys last year, a flagship Prosecco bar was added to the store.
Cosmetics brands such as Molton Brown are now on the shelves, while designer clothes from companies like Gant can be bought.
With an increased focus on formal menswear, the store will also offer three-piece suits and alterations for a total of £200.
Mr Crowson believes the Prosecco bar was one of the driving forces behind the success of Hills, and now Coneys.
“It’s been a good talking point and there’s nothing like it at Spalding,” he said.
“The wine tasting events we have run have proven to be extremely popular, selling out consistently with lots of positive feedback.”
With people now starting to travel from Peterborough, Cambridge and King’s Lynn to visit Coneys, Mr Crowson believes the store can also benefit downtown.