There are convenience stores that simply serve their neighbourhood, and then there are those that become part of its identity. Duchy Stores in Salford falls firmly into the second category, a shop that combines new product launches, old connections and year-round community events to create a loyal following that stretches far beyond its postcode.
The Patel family has been at the helm of the store since its takeover in 1992. Today, under the sharp eye of second-generation retailer Amit Patel, Duchy Stores is increasingly strengthening its mark not only in the community but also in the wider retail sector as well.
Speaking to Asian Trader, Amit explained how, over a span of more than three decades, the site has evolved from a basic convenience store into a community hub as well as a shopper destination in its own right.
“Over the past 33 odd years, a lot has happened. Once my parents were settled and got the hang of customers, their requirements, what works and what not, they started introducing little changes in the store, both in terms of the structure, looks as well as range,” he says.
Amit has been officially involved in the store since he was 17, though he remembers spending his days in the store for what seems like forever.
Being a part of retailers' family dedicated to their business, he recalled visiting the cash and carry at weekends, learning how to serve customers and stock shelves, and handling the till.
“Our childhood revolved around the store. My brother [retailer Priyesh Vekaria], my sister and I used to spend time at the shop and helping our parents as soon as our heads could pop over the counter.
“When a business is open 365 days a year and is majorly family-run, the only way to spend time together is to hang around in the store. As a child, our world was this shop,” he recalls.
May be that’s what retail life is like. Listening to Amit, it is clear that this deep-rooted trust has become the store’s biggest asset.
It also shapes the way he makes decisions, from supplier relationships to choosing symbol groups to the events calendar that has become the shop’s biggest USP.
One of those big changes came with the switch to Go Local Extra. The shop had long traded under best-one before Amit made the decision to switch.
“Customers were asking for more value, more promotions, more range,” says Amit. “That’s why we joined Go Local and then stepped up to Go Local Extra last September.”
The move coincided with a full refit that has given the store a brighter, fresher look.
“It’s made such a difference to curb appeal. People walk past and want to come in. Inside, it looks vibrant and that matters.”
Another emerging USP of Salford’s Duchy Stores is the in-store activations for new product launches which keep the store buzzing. Today, it is known for miles around that if it is something new, it will be at Duchy Stores.
“We’re often one of the first stores in the area to get the latest products,” he explained. “That keeps customers excited, and it means they come to us knowing there will be something new on the shelves.
“Through social media, I connect with national account managers, I get involved in product launches. Business isn’t just about trading anymore; it’s about introducing new products into the sector and keeping customers engaged.”
The fireworks category has also become a defining feature of the store. While many independents have stepped back from the category due to regulation and compliance, Amit leaned in.
“Since we are fully compliant, we never had an issue with licensing. Customers now come from further afield because they know we’ll have the complete range and good quality,” he says.
But where he really goes above and beyond is in community engagement. Each summer, the store hosts a festival in its car park, complete with inflatables, music, and giveaways.
“Our wholesaler supports us by supplying the goody bags,” Amit says. “But they are not just filled with sweets and snacks. They have toilet rolls, tea, coffee, cleaning products, the things people use every day.”
Seasonal events have become a fixture, not only for the store but for the community.
“Halloween, Christmas, Valentine’s Day, New Year’s Eve – we try to do something for all of them,” he says. “At Christmas, I dress up as Santa; on New Year’s Eve, we put on a bonfire and fireworks display.”
It’s not just the big events that demonstrate Amit’s connection to his community. The store also offers home delivery, but with a personal human touch.
“There’s no app, no platform,” he says. People just call or text with what they need, and we deliver. In some cases, the children of elderly customers who live away will pay us later, after we’ve already dropped off the groceries.
“It’s built on trust, and that’s something you can only develop over years.”
The store, which covers 1,000 sq. ft., is supplied primarily by Parfetts through delivery, alongside local dairy suppliers.
The range is balanced across value, mid-tier and premium to meet all budgets. Services such as PayPoint, parcel collection, lottery and slush machines round out the offer.
“We try to cover as much as we can,” Amit says. “That’s what a convenience store is meant to do – support everyone who walks in.”
Clearly, for this second-generation retailer, convenience retail isn’t just about selling products; rather, it is about lighting up the community, whether through new launches on the shelves or fireworks in the sky.
“This store has been part of my family for over 30 years. It’s more than just a place to shop – it’s part of people’s lives. That’s what convenience retail is really about,” he concludes.