Frome, in Somerset, has been named one of the best high streets in the UK, and is home to a wealth of independent shops – but some residents are not happy with the situation
Frome in Somerset is frequently celebrated as having one of Britain’s finest high streets, thriving whilst countless other locations struggle to survive. Yet even in this success story, empty shopfronts remain, including a former Shoe Zone where the faded lettering of its sign can still be spotted.
One local complained that residents must now venture elsewhere to purchase footwear. Another source of frustration centres on newcomers from the capital relocating to the area – dubbed FILTH (failed in London, try here) – who attempt to transform the town.
One shop owner, who preferred to remain anonymous, explained to the Express: “We like it as it is. When new people come in they want to change everything.”
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She revealed that these outsiders want to turn Frome into “cafe central” featuring outdoor dining and additional pedestrianised areas. A customer in the shop remarked: “We don’t want any more Londoners. We’ve fulfilled our quota, now we’re feeding them to the pigs. “People born here struggle to stay here,” explained Alice Cleaver, 29, manager of homewares shop The Shop Next Door.
“Rent is absolutely crazy.” Finding affordable accommodation took her two years through personal connections.
“If you try and go through estate agents, you’re f*****,” Ms Cleaver added. The average sold house price in Frome stands at £346,382, according to Zoopla, significantly above the UK average of £282,776.
During the first four months of 2024, 168 Frome properties entered the rental market, with the average monthly rent at £1,123, according to Rivendell Estates. This represented a marginal decline of 0.09%.
Currently, you can expect to pay between £800 and £900 monthly for what the businesswoman describes as “s***holes”. In 2023, Frome Town Council declared a housing crisis as rents spiralled beyond locals’ reach. However, the area’s prosperity benefits independent enterprises.
Ms Cleaver remarked: “There’s a lot of money here… business is going really well. “There are a lot of people moving here all the time from London,” she continued. “It’s totally understandable.”
The manager has numerous friends from London, and she views Frome through their perspective. “It’s a great town,” she explains. “A lovely place to live.”
Yet she noted: “It feels like we’re not the ones that are supposed to be living here. I’ve found somewhere affordable, but this is not the town for us. I don’t really make enough to afford to live here, you just have to find someone you know.”
Despite the town’s comparatively affluent residents, some shops are still finding conditions “tough”, and a monthly market, which draws 12,500 visitors, enhances businesses’ earnings. Garry Yoxall, 60, owner of the Pedestal Gallery and PostScript, a printing service, revealed that local shop owners maintain a Whatsapp group to share advice and alert each other about potential troublemakers.
“You know everyone in the town; there’s a network,” he said. He believes that money from Londoners relocating (DFL) has led to Frome’s evolution as it attracts people “looking to get away from the town”.
“You just have a look around the town. The geography, the architecture, the scenery. It’s just the right size, and not too disparate. Success breeds success,” said the former Shell employee, who is now a fully paid-up member of Greenpeace.
His gallery, which showcases contemporary paintings and sculptures, including works by Peter Hayes admired by Russian billionaire Roman Abramovich, hasn’t experienced a loss-making month since its opening last year.
Owning a gallery has always been his dream, and when the premises opposite his first business became available, Mr Yoxall seized the opportunity.
Before this, he felt the town “wasn’t ready” for such a venture. On market days, Mr Yoxall can earn up to £1,000. He noted that middle-ground purchases, typically made by younger people starting out, are “just not there anymore”.
However, high-end purchases persist, and he can still rely on low-end gifting. The businessman also benefits from low staff costs and “reasonable” rent. Truly Sopel, 46, who operates a dynamic underwear design house in Frome for the past 19 years, has seen the town evolve.
“Over time its sort of independent shops have actually attracted a lot of forward thinking creative individuals who are really passionate about what they do,” she said. “Retail sense, I think that’s what makes it work.”
The area has seen an influx of new residents, their friends and families, Ms Sopel added, with plenty of Airbnbs and good connections to London making it a “tourist attraction”. She said: “Certainly until 2016 or 2015 it was me selling stuff to local people.
“But everyone I’ve sold to today is a visitor. I nearly left six years ago. Thank God I didn’t.”
Andy Le Grange, 64, the owner of Just Ales 2 micropub, attributes the town’s success to its independent councillors, who aren’t tied to any political party. “If you don’t work for Frome, you won’t get elected,” he said.
“That makes a hell of a difference.”
Instead of top down, the town operates from the bottom up, the publican added. But Frome hasn’t always been like this, as John Szymanski, 40, a fashion designer and clothes maker hailed as one of the town’s greatest successes, pointed out.
“I’ve known Frome when it wasn’t like this at all – basically a s******e,” he said. The businessman added that those who rent out shops are reasonable. Mr Szymanski said: “Landlords understand it’s not easy having a small business; they just want to help.” During the pandemic, they adopted a “pay when you can” policy. “If you can’t, don’t worry,” they reassured. He also mentioned
an influx of Londoners. Mr Szymanski stated: “Normally they first come in [to his shop] when they’re looking for a house. “They say, ‘We’ve seen something we like’. I say, ‘Put an offer in. If you don’t, it’ll be gone within three days.”
He added: ” Celebrities live around here as well. That’s the draw.” Babington House – a Georgian manor in the heart of Somerset, complete with bedrooms, a spa and cinema for members, managed by Soho House – also attracts newcomers, the designer said.
He often observes people rushing for the train to London outside his shop window, where he still conducts most of his business, seemingly resisting the trend of online shopping that has affected other UK high streets.
However, he still enjoys success online, including selling his flower bag on TikTok. John said 23 have been dispatched worldwide, including to America, Japan, Hungary, Norway, Switzerland and South Africa.