Stronger independent presence than the GB benchmark
Retail sales in Shrewsbury were split 50/50 between branded and unbranded retailers. Nationally, the split is closer to 70/30 in favour of branded retailers.
Client case study
Shrewsbury BID
Understanding the role of independent retailers.
Shrewsbury BID approached Beauclair seeking insight into the contribution of independent retailers to high street performance — how significant they are locally, and how that compares to national patterns.
Approach
Three questions that shaped the analysis.
Beauclair examined total sales and customer volumes, sector-level splits across the five largest retail categories, and Mosaic segment behaviour.
How are retail sales in Shrewsbury split between branded and unbranded businesses?
How has performance differed between these groups from 2022 to 2024?
Which sectors and customer types are most associated with unbranded spending?
Key findings
Independents drive a major share of local retail sales.
Unbranded businesses led growth
Branded retailers grew sales by just 1% while customer numbers fell 3%. Unbranded retailers grew sales by 14% — becoming the primary driver of Shrewsbury’s overall 8% retail growth.
Food & Drink is the strongest independent story
72% of Food & Drink sales came from unbranded businesses, with sector sales growing 22% — the clearest example of independent-led growth.
Fashion remains brand-led
75% of Fashion sales came from branded retailers, with sales growing 7%. General Retail, Grocery and Health & Beauty sit in a more balanced 50–60% branded range.
Tourism and Transport favour independents
Both sectors show a high unbranded share — and significantly stronger performance from unbranded businesses than branded ones.
Affluent and young urban groups spend with independents
Mosaic segments with the highest unbranded spend share (58%) included City Prosperity, Prestige Positions and Rental Hubs. Lower-income groups such as Municipal Tenants (28%) and Vintage Value (29%) spent less with independents.
Conclusion
Independents are central to Shrewsbury’s identity and growth.
Unbranded retailers account for half of all sales and were the primary engine of growth from 2022 to 2024 — evidence BIDs can use to support place strategy and member messaging.