Iconic Coventry shoe shop Charles Ager still standing strong after five generations

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Iconic Coventry shoe shop Charles Ager still standing strong after five generations

Postby dutchman » Tue Mar 28, 2023 11:02 pm

Charles Ager has been in Coventry for more than 180 years

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Anyone walking down Corporation Street can't miss it: the iconic Coventry shoe shop that has been open for over 180 years in the city. Its bright red sign and stacks of shoes outside the doors are hard to ignore: it is, of course, Charles Ager.

The store, in the busy heart of the city, has seen generations of people pass through its doors. One thing the firm prides itself on is its bond with Coventry and its people - and customers who popped in as children with their parents now bring their own kids to the store.

I decided to pop down to find out more about the shoe shop and what its history is. And we were really surprised to learn about its origins.

The shop was established in 1840 by brothers Charles and Walter Ager, who started off life as farmers in rural Northamptonshire. Looking to start a business and try their fortune in the city of three spires, they made their way to Coventry.

Charles, who was a cobbler, set up Charles Ager in the West Orchard area of the city - and things quickly picked up. Carriageloads of customers would come to buy a pair of the best shoes, and as the shop's reputation grew, they moved to much bigger premises on Smithford Way, which was levelled during the Second World War.

As I walk into the shop, I am greeted by the current owner Chris Hart who is Charles's great-grandson. He joined his parents in 1989 as the sixth generation of the shoe firm.

The current store on Corporation Street has been open since 1945, just after the war ended. It was then run by Chris's grandfather, followed by his father in later life. Now he runs the shop.

Charles Ager is currently one of the oldest retail companies in Coventry and has had many successes and challenges throughout the years. This is something that Chris says he enjoys about the job.

''Every day is different," he said. "Every day is a challenge and it gets more and more of a challenge as the years go on. You might be at the same store every day but the days can be totally different''.

When asked about the customers, Chris says that a lot are very loyal and have been coming to the shoe shop for many years. A lot of parents now come into the shop who used to come and get shoes for their children.

Now they bring their own children into the shop'. Chris says this feels 'nostalgic', as it's part of the history of the shop: serving one generation and then the next.

During the pandemic, there were concerns the shop would not make it out of lockdown. They had to change the store to accommodate social distancing with perspex screens for children's shoes and hand sanitiser stations at the entrance.

''You just don't know what is going to be around the corner with all the things that have happened over the last few years,'' he said. The biggest problem the shop faced at that time was people buying online and not shopping locally, which made trading harder.

The shop is looking at having a revamp later this year. It has a healthy online presence, but still retains its traditional charm.

They think that whatever lies ahead, there are plenty of reasons to be optimistic. And they think they have an advantage over the traditional chain stores oiut there.

As their website puts it: "We stock a wide variety of quality footwear brands, so our staff are able to give you impartial advice on the best shoes for you. Stores that stock a single brand can’t offer this level of flexibility and bespoke customer service."

Next time you pass the red awning outside, you'll know a little more about the place. And you'll get the sense that this is a place with a strong bond with our city's history.

The shop is located on 20-26 Corporation Street, Coventry, CV1 1GF. There is also a branch in Kenilworth, and another in Swadlincote in Derbyshire. To book a fitting appointment or find out any more about the shop, visit their website.

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dutchman
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Re: Iconic Coventry shoe shop Charles Ager still standing strong after five generations

Postby dutchman » Tue Mar 28, 2023 11:27 pm

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The pre-war shop was located in Smithford Street (roughly where Starbucks is today) NOT 'Smithford Way' as stated in the Telegraph. Smithford Way did not exist back then.
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