Daventry high street: 'I want to be in an up-and-coming town'

Businesses in Daventry have been preparing for the busy festive period

Many independent businesses are experiencing their busiest time of the year, but as well competing against online stores and out-of-town retail parks, those in Daventry, Northamptonshire, are seeing a multi-million pound investment in neighbouring Northampton. So how do those in the town feel about the health of their high street?

'I feel they've left Daventry a little bit behind'

Clothes shop owner Elliott Don says he is helped by regular customers

Elliott Don, who runs Collective 13 clothing, said it was "challenging being on the high street".

He said busy days at the weekend "are just not there any more".

"You've just got to be prepared to adjust your working week to suit the current marketplace," he said.

The retailer said West Northamptonshire Council "have pumped a lot of money into Northampton at the moment - they have really good Christmas decorations up".

He said: "They really should be put in the same investment across all the market towns around Northamptonshire, so I feel they've left Daventry a little bit behind.

"However, I believe there are plans in place, so I'd like to see that progression come forward.

"That's why I came to Daventry in the very first place; to be at the centre of an up-and-coming town."

'People are loving what they're finding in Daventry'

Hairdressser Paul Fox says the independent business in Daventry support each other

Paul Fox has been in Daventry for 27 years running the barbers, Jeeves at 54, and has "expanded three times".

He believes the high street is doing well, pointing to both long-established businesses staying in the town and new retailers, such as a book shop, opening.

Down the road, Lindsay Vincent at The Simple Interior Company said newcomers to the Daventry area were making a difference.

"There are lots of people from the new housing estates, young professional people, but we've got lots of people from the villages surrounding Daventry," she said.

"It brings all sorts of different people in and they are loving what they're finding in Daventry."

'It's like shopping in the Cotswolds'

Clothes shop owner Sarah McCrossan says things like free parking attract shoppers to Daventry

Sarah McCrossan, owner of Daisy B's boutique, said, when people came from nearby Rugby and Northampton, they were "amazed".

"The bits that are good in Daventry are like shopping in the Cotswolds," she said.

For Ms McCrossan, Christmas trade is crucial: "You start buying in February for Christmas and now you know if you haven't got the right things in, 'Do I restock?'

"It's a big juggling effect, but you have to make money at Christmas - that's a fundamental crux of running a clothes business. Yesterday was manic!"

'We're developing the town centre'

West Northamptonshire Council will be working on Daventry town centre, councillor Dan Lister says

Dan Lister, the council's Conservative cabinet member for town centre regeneration, said the authority was "committed to investing in our local areas".

He said investment in Northampton came from a funding bid by the now-defunct Northampton Borough Council and could only be used there.

"West Northamptonshire Council is in the process of building upon the Daventry Vision 2035, created in 2021, through the development of a town centre masterplan," he said

He said there were grants of up to £100,000 for businesses in places such as Daventry through the Rural England Prosperity Fund, and next year there would be funding for decarbonisation and innovation.