At Premier Cavendish Square in Swindon, success doesn’t come from slick fittings or fancy trendy range, it rather comes from knowing its customers by name, remembering their favourite brands, and being there for them every single day.
For young, dynamic and passionate retailer Arjun Patel, it’s that local trust and loyalty that keeps the tills ringing and the community coming back.
The store’s story goes back 15 years, when it was run by Arjun’s maternal uncle. Initially a modest newsagent, the store soon joined the Premier symbol group and slowly began evolving.
When Arjun’s uncle fell ill, the store was passed on to his mother, marking the beginning of the Patel family’s journey into retail.
Arjun shared with Asian Trader, “It was just kind of an unfortunate circumstances but turned out well for us.
“Ever since it came into our hands, we have added stuff and updated it steadily,” he said.
At the time the store, Arjun was still in college. His parents ran the shop while he focused on his studies, not particularly drawn to the idea of joining the business.
“When I graduated, I initially was not eager to go down this path,” he revealed.
But then Covid changed everything. Like all the other independent convenience retailers across the UK, the Patel family found themselves on the frontlines when the pandemic hit.
However, for Arjun, it was a revelation of the true value of local retail.
“Covid changed my mind when I saw the potential that a convenience store has in terms of both in business and in the kind of role it plays in the community. That was when I decided to commit myself to retail and to this store,” he said.
Arjun Patel leads with trust and retail innovation
Adding Post Office services to the store turned out to be a game changer as it further strengthened the business as well as the perspective, shifting it away from a family-run store to a more professional business.
With additional footfall, expanded services, and increased community reliance, the store’s profile began to rise.
Today, Premier Cavendish Square is known in Swindon for a place that has almost everything right from alcohol to groceries and household essentials to vape to a host of services including banking and Paypoint.
However, amid the sea of products and services, what Arjun considers the store’s uniqueness or rather USP is the rapport that he has built with the community over the years.
“I think every business is unique in its own way but what makes us stand apart is our customer service," he said.
The store’s location in a residential area, away from the high street, which makes those relationships even more vital.
Regulars are greeted like friends. Arjun and his team know their customers well, they know what brands they like, their buying habits, even the little quirks that make them feel seen and valued.
“Our rapport with the store is such that when a person walks in, we know what he would ask for, which brand he prefers, his likings, shopping habits, and so much more.
“My unique selling point is how we serve our customers and our warm rapport with them. That's what makes us unique and stand apart, even giving a tough competition to the nearby Co-op.”
Arjun’s close rapport not only makes the store a welcome place for locals but has also helped him to further expand his business.
In July 2023, he took a bold step outside his comfort zone and opened a fish and chip shop right next door. Despite having no prior experience in running a takeaway, he had one major advantage which was trust within the community.
“My regular customers were more than happy to give my new initiative a try,” he said. “They walked in just because it was us running it and recommended them to try. That gave us a great kick-start.
“We have managed to double the sales in a very small time solely due to our customer service and rapport.”
Swindon’s go-to community store grows under Patel’s leadership
Very early in his retailing career and long before rapid delivery became a norm in convenience retail, Arjun dabbled with the idea by developing his own website.
“It was a rapid delivery service that I was handling all on my own. I came up with a neat business model wherein I will pay my store for each delivery and charge a delivery service. I was making good money," he revealed.
But as demand grew, so did the operational pressure. Arjun soon realised that scaling up required outsourcing and a more structured approach. Though he has now paused the initiative, the vision still burns bright.
“That’s my ultimate goal for 2025- building a foolproof delivery model. It’s easier said than done, but I’m planning to set something up again soon. It’s just about getting the operations right.”
Looking ahead to the year, as the sector braces for upcoming legislative changes, particularly the ban on disposable vapes, Arjun is already pivoting.
“Sensing the shift, I have extended my range to more liquids for refill, more pods-based and more on nicotine and pouch. That's where the future is going to be anyway," he said.
Arjun is also aiming to double down on promoting the Post Office side of business to increase its footfall, hoping to cash in the increased walk-ins towards the convenience side.
While symbol groups, wholesalers, and trade bodies play their part, Arjun believes there is no substitute for peer support.
“I have realised that the best support out there for us is other retailers. Retailers are the best people to ask if you need support or guidance. They are the ones who actually know what is happening and how to tackle challenges and grow.”
Arjun’s journey from reluctant retailer to local hero shows how passion, adaptability, and people skills can transform even the most modest business.
