Trowbridge's Changing High Street

Jim James

Welcome back to the Trowbridge Business Bulletin. I’m Jim James, and, well, if you’ve been following our series, you’ll notice there’s a bit of a buzz around the town centre these days. Last episode, we explored how investment drives economic growth in Wiltshire—think Dyson and all those green energy projects. Now, down on Fore Street, the conversation is less about high-tech motors and more about... well, what’s going to fill our vacant shopfronts?

Jim James

So, just this week, Kez Garner former Chair of the Trowbridge Chamber of Commerce sort of lifted the curtain—or maybe just a corner of it—on some pretty big news: major retail brands are having confidential talks about coming to Trowbridge. She wouldn’t let slip who exactly, but, you know how it is, the minute that news dropped, social media went wild. Folks are speculating—Primark, H&M, M&S, Deichmann, and even those dreaming of a C&A comeback. And I have to say, the appetite for affordable clothing and better public spaces is definitely there, if the comments are anything to go by.

Jim James

Now, why is everyone suddenly eyeing Trowbridge? Partly it’s down to the £16 million infusion from the Future High Streets Fund, which has set the stage for upgrades and, honestly, a bit of a makeover for the centre. And there’s also the Ashton Park development—2,500 new homes are planned, which means a bigger population, more demand, more feet on the High Street.

Jim James

And speaking of feet on the ground, we’ve already seen Dunelm open up back in June, and One Beyond launched in September. Both have brought more footfall, which is really what the local Chamber and the Shires Shopping Centre need ahead of next year’s business rates revaluation. There’s this familiar energy, that kind of build-up—I’m reminded of my own days in Beijing launching Morgan cars, you know, that mix of curiosity and hope while everyone’s guessing what’ll pull in next. It’s easy to get swept up in the excitement, but, just as the Chamber’s quick to point out, these negotiations are delicate and, for now, hush-hush. So, patience, as always, is a virtue.

Jim James

Now—let’s stick with transformations, but move over from the retail giants to something really close to the community: the Weavers Market and the Old Town Hall. If you’ve wandered through the centre lately, you’ll know that the Old Town Hall has just come out of a sensational £9 million refurbishment. And thanks to that, about half of the monthly Weavers Market is moving indoors, starting with the November market. It’s an iconic space, bringing together around fifty stalls—handmade crafts, food, all sorts—and honestly, there’s nothing like the smell of fresh baked bread and a bit of live music echoing through those historic walls.

Jim James

Councillor Stewart Palmen, who’s steering the market committee, says this permanent shift indoors isn’t just about protecting stallholders from the weather. It forges a physical and almost symbolic link between Fore Street and Market Street, supporting not only independent makers but also driving more traffic into neighbouring shops. And let’s be honest—it’s a boon for the run-up to Christmas, when local traders rely on those crucial extra sales.

Jim James

The market, with its combination of lively stalls, great food, and year-round indoor shelter, is part of a larger movement in town: reinforcing the importance of shopping local and keeping the centre vibrant. You know, it’s not unlike what we discussed about nurturing community-led businesses during tougher economic times—now it’s about not just weathering storms, but thriving year-round. It’s little shifts like this that breathe new life into old buildings and create, I would say, a bit of a multiplier effect across our business ecosystem.

Jim James

Now, it’s not all fun and shopping. Running a business means—sometimes reluctantly—keeping up with regulations and the odd legal drama. Just this week, Wiltshire Council prosecuted a local shopkeeper, Mohammed Zekri, for failing to have his commercial waste carried off by a licensed carrier. Instead, he’d paid an unlicensed person, only for the rubbish to turn up fly-tipped down at Drynham Lane. The court fined him, with a rather pointed reminder that business waste needs proper paperwork, licensed carriers, and strict record keeping—otherwise, you’re exposed to fines and even, in theory, jail.

Jim James

And while we’re on the theme of keeping the High Street safe and clean—Police and Crime Commissioner Philip Wilkinson’s been quite visible lately, launching Business Crime Reduction Partnerships across Wiltshire. It follows some effective collaboration here in town, leading to eighty-nine arrests after they targeted prolific offenders. If you’ve spotted those Shopwatch stickers popping up, and noticed the forms getting a bit easier to fill in, that’s it in action—the Chamber’s supporting retailers, the police get better intelligence, and hopefully, we all benefit from a safer environment to shop and trade.

Jim James

I actually got to attend one of the Chamber’s networking breakfasts at the Elevate Hub last week—coffee, croissants, a packed crowd, and a room full of ideas. It was great to see so many from the college, WhiteHorse Business Park, and our independent businesses all looking to share experiences and, dare I say, a little bit of optimism. These events are really the glue for our business community. They keep everyone in the loop on grants, compliance, and best practice, helping businesses not just survive, but flourish, especially as bigger names start eyeing up a move to town.

Jim James

So, that’s it for this week’s round-up. Trowbridge is clearly on the move—from High Street investment, to a rejuvenated market, to the nitty-gritty of crime and compliance. As ever, I’ll be back with more insights soon—because in business, standing still isn’t an option. If you want to contact me write to hi@jimajames.com