Waterloo's St John's Road high street, just a short walk from the beach, is home to a vibrant mix of independent shops that locals describe as a "real community hub". Despite some reports that the area can be overlooked in favour of neighbouring Crosby, many of its retailers have been on the street for over a decade, building loyal followings.
Long-Standing Businesses and Community Feel
One of the longest-standing businesses on the street is wool and yarn shop Dorlins Haberdashery, which has been based on St John's Road for the past 10 years but has been trading in Waterloo since 1958. Today it is owned by Kate Barnett, 63, and her daughter Sophie. Kate, who lives in Waterloo, said the area attracts "a lot of families" and believes the growing number of independent businesses gives the road a unique character.
She said: "It's getting to be a bit like Lark Lane because we have so many independent places to eat and original gift shops. You don't need to go anywhere else. It's a good day out and the beach is a stone's throw away. South Road has lots of eateries and bars, but this is where you'll find the independent places."
Tourists and Local Clientele
Kate described a "sweet spot" when the high street is at its busiest. She said: "It's hot and cold depending on the weather and summer holidays, but we do get lots of tourists from Australia and America." As well as proximity to the beach, Kate said people will visit the area just to shop. "People Google us and come all the way from places like Warrington. Our clientele is mostly older, but lots of younger people are coming in now too."
Other Independent Businesses
Other independent businesses on the street include newcomers Red Bike Vintage, fashion accessories retailer Ruby Blue Lane, and Florence and Fox, which sells original artwork, prints, jewellery, houseplants, greetings cards and handmade gifts by local artists, makers and designers. Food and drink options include small plates and wine bar Vines & Fire, and quirky crystal shop and café Witches Haus.
Carol, 66, who was born and raised in Waterloo and works at one of the road's two second-hand shops, Sefton Veterans Support Shop, said: "[People] go up and down and stop off for little pubs and outlets. There are some nice cafés and they're reasonable, like Temptations Coffee on the corner. I would say people travel here in the summer, but we do have locals. Everyone who lives around comes here."
Community Pride and Memories
Having lived in the area all her life, Carol has fond memories of a childhood spent on St John's Road, including riding alongside her grandfather on his rag-and-bone cart and spending days on Crosby Beach when the famous mechanical elephant rides were still there. Despite noticing the street becoming quieter during the 1980s and 1990s, adding that it is sometimes being overshadowed by neighbouring Crosby high streets, Carol also described a strong sense of pride in the area. She said: "People love living here. Waterloo people don't like to be called Crosby. We get very jealous if we are."
Support Among Shop Owners
The close-knit community is evident among its shop owners. At Barnett's Wholefoods, the independent health food shop that has traded for over 12 years, employee Al Whistle, 30, praised neighbours including Indian restaurant Saffron for its "amazing food", also highlighting House Proud DIY store. Al said: "They don't make shops like House Proud anymore. It's nice to have a DIY shop you can properly browse. People build up an actual rapport with customers around here."
Other favourites include Caz's Kitchen, which has been on the road for more than a decade. Owner Caroline 'Caz' Hill changes her menu seasonally and uses produce grown on her own allotment. Alongside classics such as carrot cake, she sells homemade preserves. Sashka Brown, 57, also of Barnett's Wholefoods added: "[The road] is a real community hub. People move away but still pop in when they're back in the area. It's nice to see old faces come back to get those niche things they can't find anywhere else."
