Fifth generation takes on 122-year-old family firm

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".

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."

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.

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."

Elphicks has won several awards during its many years in Huntingdon