Sales pitch: figures provided by the freeholders showing The Store’s trade since 2019 are not encouraging
Brakspear, the pubco based in Henley, say that they want to bring a touch of New York’s trendy Greenwich Village to a busy road in The Cronx.
Brakspear has started its recruitment process for tenants or leasees to run The Store, the pub-restaurant in South Croydon. They describe the pub, which has been closed since last August, as “a stylish space”.
Brakspear say, “It would not be out of place in Greenwich Village, New York, or any other cosmopolitan city.” Perhaps the marketing department based in Oxfordshire hasn’t realised that London has been a cosmopolitan city for about 2,000 years?
Brakspear are seeking £1,000 per week in rent from any enterprising new publican, with no on-site living accommodation.
Period features: The Store’s interiors respect the building’s history
They have also published some sales figures for the bar, which might explain why the previous tenants shipped out last year: between 2019 and 2023, sales of draught beers and cider were down 75%; sales of spirits had halved; and sales of wine was also down by almost 50%.
Only sales of bottled and canned beers and lagers were up, from 121 to 221litres by 2023. But even that figure was down from the 2022 peak of 289litres.
Brakspear have not provided figures for the last two years of the previous tenants’ business.
The company has published a recruitment notice: “We’re looking for an experienced business owner for The Store, located in South Croydon’s vibrant restaurant quarter, combining the relaxed charm of a neighborhood [sic] pub with the polish of a modern eatery. Available to let under tenancy or lease.
“Housed in a former Sainsbury’s dating back to 1900, the building retains its original tiles and character, now paired with California-inspired interiors. Think concrete bar, potted greenery and soft, low lighting.
“It would not be out of place in Greenwich Village, New York, or any other cosmopolitan city. It’s a stylish space that suits everything from laid-back brunches to big celebrations.
“If you’ve got the vision, energy and hospitality know-how, we’d love to hear from you.”
Declining sales: might these sales figures put off prospective tenants for The Store?
Brakspear traces the company’s history back to 1769, but in common with many traditional English brewers, in recent years have moved out of making beer and focused more on property management. They own the freehold on The Store.
Once the brewers of what was recognised to be the best ale in England, Brakspear closed their Henley brewery in 2002. They now have their brand beers brewed by Wychwood Brewery.
Most Brakspear pubs are traditional-style country inns, most of them in Oxfordshire, Berkshire and the home counties. The closest Brakspear pubs to Croydon are the Prince of Wales on Brixton Hill and the recently refurbished White Bear gastropub in Fickleshole.
The South Croydon pub, after rolling through a selection of names and re-brandings, became known as The Store in 2019.
Family firm Brakspear claim a dim and distant relationship to Nicholas Breakspear, who in 1154 became Pope, the only Englishman ever to do so. The brewers use a bee symbol taken from Breakspear’s papal seal in their logo.
Brakspear issued a statement about The Store last month: “The site operates as a tenanted and leased business. Having only very recently regained possession, we are now considering our options for securing a new tenant or leaseholder to operate The Store going forward — one who can deliver the quality offering desired by residents in the South Croydon area and whom we are confident can maintain high standards, in the beautiful building it is.”
For more information about Brakspear’s offer to run the pub, click here.
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