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

[dutchman]

Charles Ager has been in Coventry for more than 180 years



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.

[dutchman]

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.

[dutchman]

Charles Ager on Corporation Street will stop selling kids' shoes from March



A Coventry shoe shop established for more than 180 years will be closing a once-popular section in a decision described as 'heartbreaking.' Charles Ager on Corporation Street will no longer be selling kids' shoes from March.

Brothers Charles and Walter Ager established Charles Ager in 1840. It was originally based on Smithford Way.

After the devastating bombing of Coventry during WWII, Charles Ager secured a move to Corporation Street. It has been based there for around 80 years but will now be closing its kids' section following a 'huge drop in sales.'

Owner Chris Hart, from Kenilworth, said people had been coming into Charles Ager to get their kids' feet measured and then buying shoes from 'cheaper' retailers such as Shoe Zone and Sports Direct. He told CoventryLive: “Sales on kids' shoes have gone down over the last 10 years.

“We get so many people coming in now, and we measure them, and then they go and buy them online, and the trouble is 50 per cent of the ones that came into us were just coming in to get measured. With staff costs the way they are now, we cannot afford to keep doing it.”

Back in 2008, Chris said they were selling around 25,000 kids' shoes a year, but the figure has declined year-on-year, with just 3,000 pairs sold in 2024. Chris said: “I think the younger generation does not get kids' feet measured and fitted in the same way they used to.”

Stock has now been discounted with the Charles Ager kids' section set to close in March. “It is heartbreaking. Unfortunately, with retail, it is a sign of the times,” Chris said.

[dutchman]

We get so many people coming in now, and we measure them, and then they go and buy them online.

It's not just them. Other retailers have told me people come in just to pick their brains then go elsewhere to buy.

Not only that, when the items they bought elsewhere go wrong they demand the original retailer they asked for advice but didn't buy from sorts it out!

[dutchman]

Café set to open in 185-year-old Coventry shop Charles Ager



A hugely popular Midlands-based café chain will open in Coventry. Chocoberry will reportedly take over the now-closed kids' section of Charles Ager.

CoventryLive revealed in January that Charles Ager would be closing its kids' shoes section in a decision described as 'heartbreaking.' Owner Chris Hart, from Kenilworth, said running that part of the business was something they could no longer afford.

People had been coming in to get their kids' feet measured and then buying shoes from 'cheaper' retailers, such as Shoe Zone and Sports Direct. Back in 2008, Chris said they were selling around 25,000 kids' shoes a year, but the figure has declined year-on-year, with just 3,000 pairs sold in 2024.

Chocoberry, founded in Leicester in March 2018, will now take over part of the city centre-based building. It currently has 14 branches in the UK, including in Loughborough, Banbury, and Cardiff.

Founder and CEO Kashif Razzaq said he hopes to expand across the UK, the United Arab Emirates, and Canada. Cafés will reportedly be opening in Birmingham, Manchester, Rotherham, and Calgary.

Signs have gone up advertising the Coventry opening, with people told to 'stay tuned.' At the time of writing, an opening date for the Corporation Street-based eatery is yet to be announced.