Shopfront Improvements Reveal Local History, South Norwood
A shopfront improvement project has revealed and celebrates the past lives of cheesemonger Little Mouse's shop, which the owners then shared in the Open House 2023 programme.
The ambition
A South Norwood couple starting their first venture in high street retail, took on the tenancy of 212A Selhurst Road for their new business, Little Mouse, a cheesemongers and wine shop. After shopfront improvement work revealed the fascia of a previous incarnation of the shop, a former pet shop still fondly remembered by many, the Little Mouse business owners set out to reinstate some of the original features of the shopfront and re-create the feel of a traditional Victorian, awning-shaded terrace.
Works started September 2023 and completed March 2024.
Who made it happen
This project was delivered by the tenants of 212A Selhurst Road, Little Mouse. It was supported by the South Norwood High Street Heritage Action Zone (HSHAZ) which was a partnership scheme led by Croydon Council and supported by Historic England.
Little Mouse began life as a passion project focusing on British and Irish artisanal cheese. The business owners started out selling at the Clock Tower Market in South Norwood before signing the lease to 212A Selhurst Road, their first bricks and mortar premises.
These case study details on this page were supplied by Croydon Council.
Learn about High Street Heritage Action Zones
Progress updates
Gallery
Little Mouse posted regular updates about the restoration on social media and the refreshed shopfront drew a lot of interest.
Funding sources
The total cost was £16,951. This included:
- Historic England HSHAZ grant: £13,000
- Croydon Council HSHAZ grant: £1,194
- Little Mouse, the business owners: £2,757
The results
Little Mouse's owners have successfully and sympathetically restored their shopfront to shine light on the shop’s history, and it has become a focal point of the street.
They have restored the old fascia of ‘Elfin Pet Stores’, a previous business which holds a special place in the memories of the local community. They also peeled away layers of paint to reveal the remaining Victorian tiles on the pilaster on the right-hand side of the shopfront. A traditional-style, branded awning has been installed, echoing the original appearance of all the shops in this terrace.
The business owners are delighted with the outcome. At Little Mouse, business is thriving, with a busy schedule of wine and cheese pairing events, and they are aiming to become the go-to place for natural and organic wines, meads, and ciders.
The refreshed shopfront drew a lot of interest locally and on social media, and Little Mouse featured in South Norwood’s oral history documentary Tracing the Past.
Watch co-owner Justina talking about the shop’s history
Little Mouse also took part in the Open House 2023 programme, hosting an exhibition of the research, photographs and history of the shop which they uncovered along the way.
Lessons learnt
- Self-delivered grant projects can work really well when the business owner has an appetite for heritage research and design. The ability of this partner to develop the sympathetic design and their understanding of the need for technical skills made the delivery much smoother.
- Community partners rarely appreciate the difference between a cost estimate and a fixed quotation. Prepare to revisit the budget and negotiate budget revisions. Where there is no room for additional funding, document the nature of a fixed grant award and clarify that the budget risk falls to the grant recipient. Where possible, maintain a reserve to meet budget gaps to safeguard against half completed projects.
- Prepare to chase the business owner for the various elements of the grant application, particularly the schedule of works.
- Prepare to chase things like the progress of the planning application (within the restrictions of the Council’s statutory duty) and organise discussion with the Conservation team to eliminate potential delays with planning permission.
- Take frequent photographs to document progress.
Future plans
Little Mouse plan to continue with restoration work on the Victorian tiles and the original terrazzo flooring in the recessed area on the right of the shopfront.
Upcoming improvements to the Selhurst Road footway, funded by the Mayor of London’s Good Growth Fund, will complement Little Mouse’s restored shopfront.
This project is being used by Croydon Council to demonstrate the potential for sympathetic, heritage-led shopfront improvements. The Little Mouse owners’ inclusion in the documentary film, talking about the historical research which informed design plans, will be useful in future conversations with high street shop owners.
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