Barker at The Brogue Trader, an independent footwear store, has opened a new location on Grey Street in Newcastle city centre, aiming to revive traditional retailing with exceptional customer service. Founder Chris Macnamara describes the store as "a sanctuary for the discerning gentleman," offering over 130 styles of premium men's footwear, luxury accessories, luggage, and shoe care products.
Focus on Customer Experience
Around 90 per cent of the footwear is made in Northamptonshire by Barker, a British manufacturer that has been crafting shoes since 1880. The store offers sizes from four to 15, including half sizes and width fittings. However, Macnamara emphasizes that the customer experience sets the business apart. Visitors are offered complimentary refreshments, including coffee or beer, while experienced staff measure feet and guide them through the fitting process.
"We've gone back a couple of decades to bring good, solid, old-fashioned retailing back to the customer," said Macnamara. "We measure every customer's feet, make sure they get the right fit and spend time understanding how they're going to wear their shoes. It's not like buying footwear anywhere else."
Aspirational Customers
Macnamara noted that their customers are not necessarily wealthy but aspirational: "They appreciate quality, independent businesses and great service. For us, the customer is king. We want people to come in, sit on the throne and let us look after them."
Macnamara opened his first store in Cardiff in 2013 after securing funding. "I'm just a normal working-class lad who grew up on a council estate," he said. "I fancied opening a shoe shop and thankfully people responded really well. Since then, we've opened stores in a number of cities where this type of specialist gentleman's footwear retailer simply didn't exist."
Newcastle Location
After overcoming pandemic challenges, Newcastle emerged as the perfect location. "I've always loved Newcastle. It’s a fantastic city, I enjoy spending time here and I realised there wasn't another retailer offering this sort of specialist service and range of footwear. We felt the city deserved something different," Macnamara added.
The store is already attracting customers from across the region for important life events, including university graduates buying their first proper shoes, and people shopping for weddings, black-tie events, job interviews, and special occasions. "We're helping people make a great first impression, but we're also encouraging them to buy quality footwear they can enjoy for years rather than just wearing once," Macnamara said.
Experienced Management
Heading the Newcastle operation is James Taylor, a retail professional with over 30 years' experience, including management roles in independent fashion retail and Fenwick. He said: "Customer service has always been important to me, but this takes it to another level. We don't rush anyone. Customers can take as long as they need, try on multiple styles and enjoy a drink while we help them find the perfect fit. In many parts of retail that personal touch has disappeared. We're bringing back five-star service and making people feel special again."
The store's interior features solid oak cabinetry, traditional Chesterfield furniture, and handcrafted fittings, reflecting its commitment to British quality and craftsmanship.
