Spalding department store Hills expanding...and it has a new name

Spalding’s showpiece designer store has been re-branded as part of a company-wide expansion.

Hills Department Store’s name has been officially switched to Coneys one year after it was saved from the brink of extinction.

Scott Crowson agreed a deal to purchase the Broad Street store in late 2020 before reopening in the spring of 2021.

Now, 12 months later, its name has been altered to fit in with his other stores in Boston and Lincoln.

As part of an ambitious expansion, the company will also be opening a new store in King’s Lynn designated primarily to formal menswear. Its doors will open in May.

On the Spalding store’s name change, Mr Crowson said: “We wanted to take our time to settle into the department store before we re-branded to Coneys.

He added that the company wanted to see what people thought about it, ensuring that they didn’t alienate any old customers and that they felt comfortable before the name change.

By altering it, it is now more in line with the rest of the brand’s franchises.

Mr Crowson wants to offer premium products all year round rather than having a typical department store mindset, and the Spalding branch will now be limited to two designated sale periods each year.

“We’re constantly researching new and improved brands across the store,” he said.

“Our driving aim has been to create an excellent experience, as you can shop cosmetics, clothes, home wear and even enjoy a glass of Prosecco, all under one roof.”

He added that a successful first year in the town has given the company great confidence.

Having been hindered by Covid restrictions to begin with, staff are hoping that as long as they get a clean run this year then next Christmas will be a massive turning point.

Following Coneys’ takeover of Hills last year, a flagship Prosecco bar was added to the store.

Cosmetic brands such as Molton Brown now feature on the shelves, while designer clothing from companies like Gant can be purchased.

With an increased focus on formal menswear moving forwards, the store will also be offering three-piece suits and alterations for a combined £200.

Mr Crowson believes the Prosecco bar has been a driving force behind Hills’, and now Coneys’, success.

“It has been a good talking point and there is nothing like it in Spalding,” he said.

“The wine tasting events we have organised have proved extremely popular, regularly selling out with lots of positive feedback.”

With people now starting to travel now from the likes of Peterborough, Cambridge and King’s Lynn to visit Coneys, Mr Crowson believes the store can be of benefit to the town centre as well.