Baddesley Ensor, North Warwickshire
A fruit machine doubles your money!

D & R Stores is an important part of village life in this former mining village of nearly 2,000 people, off the beaten track in North Warwickshire.

Shop keeper Robby Sweet, who runs the store with his brother, felt that he wasn't showing off his fresh fruit and vegetables to advantage, whilst the poor internal décor and old-fashioned layout were letting the shop down.

The cost of alterations was put at over £25,000, but with the Sweet's commitment to co-fund the improvements, the Vital Villages project was able to make its maximum grant of £10,000.

The refurbishment work has dramatically improved the interior of the shop: a new ceiling with recessed lighting has made the shop seem much brighter and more airy - and the produce more tempting. Mr Sweet says that before the new fruit and vegetable display unit, he was selling about £200 worth of fruit and vegetables per week. Since the improvements, sales have more than doubled - to £400 or £500.

Modern flooring, new modular shelving units and a smart new serving area have improved the sales space enormously, as well as helping to keep everything clean and tidy and much easier to stock. Not only are products easier for customers to find, but they look more inviting - as shown in the increased sales.

Councillor Ray Sweet hands over £10,000 to Robby Sweet (no relation)

"The response from the village has been really positive," says Mr Sweet. "Not only is everyone delighted with the shop's new look inside, but it's already really upped our sales - and that's the important thing."

D & R Stores are delighted with the help the Vital Village Project has given and the Sweet brothers expect to be offering a valuable local store for a good while to come.

"I'd recommend any village shop-keeper to take advice and invest in his business," says Mr Sweet . "It gives you a boost to know that real, practical help is there for you through the Vital Villages project. Perhaps we'll think about a makeover for the outside of the shop in the future!"