Glastonbury Abbey unveils revitalised Shop, enhancing visitor experience with expert retail strategy from Stephen Spencer + Associates

Glastonbury Abbey has officially opened its newly refurbished Shop, a key component of its £2.6 million project aimed at enhancing visitor experience and ensuring the site's long-term sustainability. The project has been significantly boosted by the retail expertise of Stephen Spencer + Associates (SS+A), who are also celebrating their 10th anniversary this year.

The refreshed Shop and new cafe is part of a broader initiative to create a more inviting and accessible space for visitors and the local community. The project addresses the need for modern, accessible facilities and improved commercial offerings. The Glastonbury Abbey Yard project is part of the Glastonbury Town Deal funded by the UK Government and has been made possible thanks to additional funding from The National Lottery Heritage Fund, the Garfield Weston Foundation, the Headley Trust, the Wolfson Foundation and Benefact Trust.

SS+A, known for their innovative approach as Architects of Ambience, played a crucial role in developing the shop's retail strategy. The SS+A team, including Danny McLean-Low, Mhairi Holland, Catrina Hicks, Jane Le Bon, Lauren Groves, and Stephen Spencer brought decades of experience in retail, merchandising, and customer experience to the project.

The comprehensive work carried out ensured alignment with the Glastonbury Abbey’s overall strategy and interpretation. SS+A developed strategic product zoning plans, building strong commercial stories and sourcing from local makers to enhance the unique historical local connection. The team also provided expert guidance on visual merchandising and shop layout. Carefully designed to enhance the customer journey the transformed new retail offer seamlessly integrates with the site’s interpretive narrative.

Stephen Spencer, Ambience Director at Stephen Spencer + Associates said

"We are thrilled to have played a part in enhancing the visitor experience at Glastonbury Abbey. Our focus was on creating a retail environment that not only drives commercial success but also enriches the visitor's connection to this historic site. We are also very proud to be celebrating 10 years of SS+A, and projects like this are the reason we love what we do."

Janet Bell MBE, Director of Glastonbury Abbey said; "The new Shop is a significant improvement, and Stephen Spencer + Associates have been instrumental in creating a retail space that truly reflects the spirit of Glastonbury Abbey. Their expertise in product selection, merchandising, and financial planning has been invaluable. We are very pleased with the outcome."

Glastonbury Abbey, a major heritage attraction, welcomed 179,685 visitors in 2023. The revitalised facilities and shop are expected to further enhance its appeal and contribute to its long-term financial sustainability.

https://www.glastonburyabbey.com/