INDEPENDENT Hereford clothing retailer Jingo Clothing is the latest high street store to close its doors.
The men’s fashion shop, launched by Graham Warr 33 years ago, has ceased trading at its flagship location in High Town as young shoppers increasingly look to Worcester or online for their high-end brands.
Craig Lewis, who ran the Hereford store, is now focussing the company’s efforts on its new website to offer an alternative to Herefordshire shoppers.
“You look out the door and Hereford just gets older and older,” said Lewis.
“Our main demographic is 15 to 25-year-olds. Many have moved away, and more and more we’ve found they were travelling to Worcester anyway.
“It’s never welcome to close, and when you’ve been there so long it’ll be noticed, but it just made sense.”
Following a tough time for retail this latest closure is a further signal of the changing shopping habits of the younger generation.
Jake Smithers, aged 22, said: “Shopping online’s easier, but if I was in town I always had a browse in Jingo.
“It’s a loss because Jingo had decent brands – but online there are limitless brands at better prices.”
While Jingo’s shutters are closed in Hereford, trading continues at its Crowngate location in Worcester.