News: The reality for retail in Rotherham town centre

A retailer in Rotherham town centre has described the "perfect storm" that has resulted in a decision to prepare to close down after nearly 17 years of being at the forefront of the independent scene on the heritage High Street.

In 2009, the store's owner, Dannii Paston, was the first retailer to move into a unit in the refurbished Grade II-listed Imperial Buildings at the top of the High Street. Since then, Dannii and husband Chris have worked tirelessly at the specialist in fun fashion, alt style and pop culture, expanding and relocating in town at the same time as launching an online store and taking on new challenges such as their Over The Rainbow café a few doors down.

But now, having contemplated closure each year for a few years, a post on social media this week sets out that this could be the end of the Yella Brick Road for good.

The post reads: "A few months ago we made a big song and dance of saying that we were keeping our Rotherham town centre store open. We've been in the town centre for approaching seventeen years and our love for Rotherham persuaded us to hang around with all sorts of misplaced confidence that things would improve. Unfortunately they haven't and we now must now say sorry and share the bad news that 2026 will be our last year of trading in an actual bricks and mortar shop for the foreseeable future."

The entrepreneurial pair point to a range of issues, such as rising costs, a declining footfall - even before the closure of Primark in 2017, and the changes in shopping habits, admitting that they make more via their website than they do in the bricks and mortar store.

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The post continues: "There's no single reason for us going. There's no big evil landlord at fault - ours is a genuinely wonderful human being. The council is not to blame either - obviously they're not perfect, but RMBC have a difficult job and have helped us in various ways through the years. Increased costs such as business rates, utilities etc do not help of course, but they've exacerbated the issue rather than created it.

"A relentless change in shopping habits has obviously made a big difference. The availability of mega cheap alternatives from the likes of Shein et al have certainly had an impact. A massive dip in footfall over the years not least due to huge retailers leaving for out of town retail parks has taken its toll. Constant stresses such as shoplifters, anti-social behaviour, a too low VAT threshold and people relentlessly trying to persuade people from supporting the town definitely haven't helped.

"And of course we've got to look inwards. Quite simply we've made decisions that no doubt contributed to us having to shut our doors. It would be ridiculous if we blamed everyone and everything but ourselves.

"All in all, it's a bit of a "perfect storm" and a multitude of factors have got us to this position."

The post garnered a sad but understanding reaction from followers.

Yella Brick Road remains open for now and will still be getting new stock through the year. The retailer will be staying online after the High Street store closes.

Yella Brick Road website

Images: Yella Brick Road

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News: Over The Rainbow opens in Rotherham town centre

"Toto, I have a feeling we're not in Rotherham anymore."

Bubble teas and macarons are some of the unique offerings at a new technicolour café bar that is helping to breathe new life into Rotherham's historic High Street.

Proving that the dreams that you dare to dream really do come true, Over The Rainbow is a new venture from the entrepreneurial wife and husband team behind Yella Brick Road (and Things That Boys Like) - the mainstay retail emporium embracing fun fashion and pop culture that has seen it all since opening in Rotherham 13 years ago.

Next to their shop on the High Street, Over The Rainbow has recently opened serving drinks and food, with alcohol to follow (think theatrical cocktails...). On the menu are hot drinks, American sodas, pancake breakfasts, cakes, macarons, sandwiches and salads. And bubble tea, which continues to have a cult following with its wacky combinations of flavours and textures.

The venue has an amazing look, complete with emerald green tables and a secret garden out the back that, like the George Wright nearby, makes it feel like you are no longer in Rotherham town centre. If you've visited the quirky retail outlet, or met the owners, then you may have some idea of the look they are going for.

Chris Paston is the owner of Over The Rainbow with wife, Dannii. Chris said: "We've had our eye on the unit and have been tempted before. When the Viking-themed bar didn't go ahead, we went for it.

"We have bubble tea everytime we visit Thailand on buying trips for Yella Brick Road, and we've witnessed the queues at bubble tea places like in Meadowhall. We've only just opened but are getting people visit us especially for bubble tea."

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The shop and the café are certainly creating a destination in the town centre.

Chris adds: "You have to be a destination. Retail is tricky, especially in town centres. Big players don't want to be in town centres anymore. But that's everywhere, not just Rotherham."

On the perception of the place, Paston said: "We do have people saying to us: "What are you doing in Rotherham? You should be in Sheffield"" but spoke highly of the landlord, Chris Hamby, who stepped in to save the heritage buildings on the High Street and has supported new traders.

Paston also spoke about other places in town who have welcomed another new venue and offered their support. He said: "People understand that if you support others, you get a thriving town centre. We have a little niche, something different, and we are looking to co-exist and thrive."

Yella Brick Road has built up its brand but there has been times when it has been close to shuttering its bricks and mortar stores. Online sales have exploded on the back of on-trend items like dungarees from Run & Fly and brands like Dangerfield. Online helped to keep things going during the COVID pandemic.

The store remains, like a colourful beacon of positivity. And now next door, a bright future for Over The Rainbow includes extending opening hours, utilising the upstairs space for events and groups, outdoor film screenings, and cocktail making classes.

Over The Rainbow Facebook page

Images: Over The Rainbow / Facebook

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News: The changing face of Rotherham's High Street

Expanding businesses and new traders with a focus on niche and leisure offers have boosted the vitality of Rotherham's High Street but one current occupant is contemplating the future of retail and possibly taking the business online only.

This month has seen Entertainment Station, The Holy Ghost Tattoo Collective and The Three Cranes Inn take space in the regenerated heritage area. This follows on from Guests Tea Rooms opening up and Cutthroats Barbershop expanding onto the High Street. Another new bar, Sports Box, is due to open at the top of the street next week.

Rothbiz reported in February that Hamby's shoe shop and antique centre would close with well known retailer and regeneration spearhead, Chris Hamby taking a step back.

Inside the former Mason's Jewellers, Emily Dawson has expanded her quirky tattoo studio offering fully custom designs drawn by each artist on the team in their own individual style.

A key part of the town centre masterplan focuses on leisure (along with housing) rather than retail to breathe new life into the centre.

And at 25 and 27 on the High Street, which includes a timber framed building dating back to the 15th Century, the property has been converted back into a pub.

It is thought to have closed as a pub in 1907 and half of the building was demolished in 1953 leaving a twin-gabled façade for retail units on the ground floor. Saved from being lost forever, the new venue serves cask and craft beers, ciders and ales.

The owners said on Facebook: "Thank you to all our customers for a fantastic opening day/weekend, we couldn't get over how busy we were, we are very grateful and hope to see you again soon."

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Moving across town from Riverside precinct, Entertainment Station has taken 8 High Street and reported a busy first day in its new location where it has created a hub for fans to buy, sell and swap retro and modern video games, as well as meet with friends and fellow gamers. The ethos is not unlike national retailer, Warhammer, which opened a few doors up last year.

One current High Street store led the way for new, independent retailers when it opened ten years ago as the first retailer to move into a unit in the refurbished Grade II-listed Imperial Buildings. Yella Brick Road, and its "brother" store, Things That Boys Like, have since expanded and merged to take key retail space on the High Street.

Owners Chris and Dannii Paston said last week that they were setting a date of the start of 2020 to make a decision whether to continue to trade in Rotherham town centre, or take the businesses online alone.

Their post on Facebook reads: "It may... just may be time for a change. It's not been the easiest time to trade in the last couple of years, and high street retail has changed dramatically since we opened all those many years ago. We're still here of course, but it's a bit of a slog! We're lucky to have an incredible landlord, wonderful staff and a large number of fantastic regulars.

"We want to have a physical shop with a high street address. We don't want to simply be gigabytes and a URL. So we'll not go down without a fight. We'll try many many things before we shut our doors for the last time. And if we do go elsewhere, we'll still love the high street and have faith in our fellow Rotherham town centre retailers, but for Yella Brick Road and Things That Boys Like, it may be time for a change, whether it be temporary or permanent."

Entertainment Station
Holy Ghost Tattoo Collective
Three Cranes Inn
Guests Tea Rooms
Cutthroats Barbershop
Sports Box
Things That Boys Like

Images: Google Maps / Three Cranes Inn / Yella Brick Road

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News: Independent retailers urged to follow Yella Brick Road

Independent retailer, Yella Brick Road has doubled the size of their store in Rotherham town centre and expanded the range of "wickedly stylish fashion."

In 2009, the store's owner, Dannii Roden, was the first retailer to move into a unit in the refurbished Grade II-listed Imperial Buildings at the top of the High Street.

Two years later, the arcade is thriving with independent retailers including boutiques, a cafe, a deli, an old-fashioned sweet shop and arts space.


Dannii said: "It was hard work establishing the shop but I'm proud to have been the first to have moved in. With the new Minster Gardens just outside, the location is just perfect now.

"The expanded shop means that I can try different things. I had so many ideas but I couldn't fit it all in!"

Dannii was also one of the first retailers to benefit from the innovative grants scheme, funded by Rotherham Metropolitan Borough Council, that is part of a drive to improve the range of shops and reduce the number of empty units in the town. It provides specialist shopkeepers with up to 50% of the rental costs in year one and 25% in year two, but it was the grant towards fit out costs that Dannii says was the most important.

Work was done to knock through into the vacant unit next door and the new "twice the size" store launched at the end of September.

The extra space means that menswear and gift items are now available alongside vintage couture fashion and accessories, as well as some High Street fashion, shoes and hand-made jewellery.

Bernadette Rushton, Retail Investment Manager at Rotherham Council said: "The fact that after less than two years of trading, Yella Brick Road is expanding is testament to the quality and individuality of the products which have proved a hit with Rotherham's shoppers."

Danni hadn't planned to stay in her native Rotherham after returning from living in Thailand, but the grants and support available made the decision to open up in the town a lot easier.

She hopes that more independent retailers will follow her lead, adding: "If you've ever had an idea in the back of your mind about running a shop, just do it. See what you can do or you'll never be happy."

Yella Brick Road website

Images: Yella Brick Road

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