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Fifth generation takes on 122-year-old family firm

Harriet Heywood
BBC News, Cambridgeshire
Tom Jackson
BBC News
Reporting fromHuntingdon
Elphicks of Huntingdon A old black and white photo of the original Elphicks on the High Street. It has a round front and the letters 'E.W Elphick' painted above the door. There are signs in the shop windows for dye, carpets and cork linos. Elphicks of Huntingdon
Elphicks was originally set up on Huntingdon High Street (as pictured) before it moved to George Street in 1911

A 122-year-old business has been passed down to its fifth generation of family members.

The great, great grandson of Edward William Elphick, Jonathan Elphick, said it was a "great pleasure" to take over the Cambridgeshire furnishing shop, Elphicks.

St Neots born Edward founded the Huntingdon-based family business in 1903 after he completed an apprenticeship at Bowman Bros in London.

Despite a decline in the UK's high streets, managing director Jonathan said their customers - some of whom had shopped there over five generations too - were a "testament to our presence".

Tom Jackson/BBC Jonathan, Sue and Kim are all sat on a blue couch inside the store. They are smiling and looking at the camera. Jonathan wears a navy blue blazer, light blue shirt and faded blue tie. Next to him is Sue. She wears a grey blazer, cream cardigan and white blouse. She has brown shoulder length hair and wears a silver necklace. Kim is wearing a navy blue jumper, light blue shirt and has his hands clasped in front of him. He has a watch on his left wrist. Tom Jackson/BBC
Sue and Kim (right) have passed the store down to their son Jonathan (left), who is now the fifth generation to run it

Each generation of owners has faced different challenges, something that has pushed the shop to develop with the times.

Jonathan's father, Kim, said there had been "major changes" since he began working there - one of which was being the move from paper notes to digital systems.

He said: "Technology has taken over and made a big improvement.

"It is important to stay relevant and we offer a great service, look after our customers, have a lot of knowledge... and you can touch, feel and see the fabrics. It's the benefits of bricks and mortar.

"You have to develop the business to be a bit of both [online and physical store], but the reality of coming in is that specialised treatment."

Elphicks of Huntingdon An old black and white image of Joe Elphick's daughter, Brenda, serving customers. There are three women at the front of an image looking down at some material. Elphicks of Huntingdon
Edward's granddaughter, Brenda, served customers in the shop's haberdashery department

The shop moved from Huntingdon High Street to its current location on George Street in 1911.

Elphicks became well known for its unusual window displays. One in the 1960s explained the process of wool carpets by having real sheep in the shop window.

Since its move in 1911, the shop has retained some original features like one of its front doors.

Tom Jackson/BBC The shop as it is today. It has a white store front and big windows. The store name is printed in large green letters. Tom Jackson/BBC
Another change to the business included extending the store in the 2000s

Jonathan told BBC Radio Cambridgeshire he felt like a "custodian" and although it was a "daunting task" taking over the business, he knew a lot about it.

"I don't really know anything else," he said.

"As a child I would run around here, play hide-and-seek and scare customers.

"It's been a nice challenge. We had a customer come in with their child and say, 'Here is your new customer.'

"His family had shopped here for five generations... it's a testament to our presence here in Huntingdon."

Tom Jackson/BBC A timeline, inside the store, of all the Elphick's who have taken over the shop and how it has developed through the years.Tom Jackson/BBC
Elphicks has won several awards during its many years in Huntingdon

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