40 Years Of Fashion Evolution At Hungerford’s Roxtons


Roxtons is flourishing on Hungerford High Street, the latest development in its 40 plus years’ existence. The company’s Jane Pratt explains to Mark Kebble how they have evolved with the times

What originally inspired the launch of Roxtons in 1979?

Roxtons launched with an aim to provide country clothing and kit to those interested in outdoor pursuits, in an accessible location close to the M4.

What did you offer then?

Everything a country-loving person needed for a day in the field. Shooting, fishing and polo were the principal sports, and alongside this we offered a range of accessories and gifts.

How different was the approach to fashion back then?

Originally, the focus was less fashion orientated. Over the years we realised the strong demand for well made, stylish apparel in great fabrics for both women and men. Our collection of women’s and menswear expanded and ran alongside the country kit.

Roxtons’ womenswear collection has expanded over the years

How have you evolved over the decades?

Today we offer less country clothing and instead focus on a curated collection of British and international labels – some highly recognisable brands and others less well know, but with a loyal following. Our range of gifts has expanded hugely with unique and surprising presents sourced from around the globe.

We now have shops in Stockbridge, Alresford and Haslemere and are recognised as a leading independent retailer in the south of England. Our online presence is established too.

What hasn’t changed?

The consistent factor must be our outstanding customer service. We strive to make every customer feel welcome in our stores and good old customer service remains the backbone of our ethos.

What would we find in your Hungerford store today?

Right now in our Hungerford store you will be struck by colour! We have embraced the summer vibe with cottons, linens and knits for both women and men, in a rainbow of shades, complemented by cheerful accessories and lifestyle products.

What do you like about the area?

We love Hungerford and our new position in the High Street. We really appreciate the loyalty shown by our customers and their wish to shop locally. Together with our fellow traders, we hope to ensure that Hungerford remains a go-to destination.

How do you decide on the brands you stock?

We have several key brands which we buy year in, year out and our customers wait in anticipation to see the new season’s offerings. We complement these with new brands, sourced both in the UK and Europe during twice yearly buying trips to Europe. Our menswear in particular has a strong Italian influence whilst the gifts are ever-changing.

Their Hungerford shop is bursting with colour

What are the SS22 highlights for men and women?

Colour is king in 2022. Everyone is ready for some joyfulness and the shop is alive with colour, from dresses and accessories for the girls to shirts and jeans for the guys.

Are you noticing any particular trends?

Our customers are becoming ever more environmentally aware and are willing to invest in well-made items that will not date and stand the test of time. Post-Covid, the trend edges towards a less formal vibe yet still chic and beautiful.

What do you offer for country sports?

We are a main UK stockist of Schoffel – the ubiquitous country sports brand whose gilets are found on the backs of so many, aged between 17 and 87! As a nod to our heritage, we offer a range of outdoor kit ranging from dog leads to cartridge bags and record books.

What’s next for Roxtons?

We hope to flourish on the High Street whilst continuing to evolve to meet our customers’ needs and provide exemplary customer service, both online and in store.


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