What started as Dream is now a Reality

03/04/08

WHAT STARTED AS A DREAM IS NOW A RETAIL REALITY

15:00 - 03 April 2008

Dike & Son: family-run since 1851. There cannot be anyone in Stalbridge who has not heard of the name Dike. Records show that the Dike family have lived in Stalbridge since the early 1800s and have owned a business in Stalbridge for more than 150 years.For as long as even the older residents of Stalbridge can remember, the Dike family has owned the local grocers. 33-year-old Andy Dike is the fifth generation to be in charge of this local and much-loved store.

In fact, the Dike family business can be traced even further back as before buying the store that still stands today, the family ran a bakery.

Retailing has been a way of life for the Dike family, as has an emphasis on exceptional customer service and working with, and for, the local community.

Andy joined the family business ten years ago after completing a business studies degree at the University of Surrey, but his relationship with the family business started much earlier. As a young child Andy enjoyed nothing more than helping out his great uncle Cyril and then working alongside his father on the shop floor.

As useful and as valuable as his degree in Business Studies is, helping out his family provided some far more important lessons for him. Andy said: "Both my father and great uncle Cyril understood how important our customers are. They wanted their customers to see them as friends. Cyril knew all his customers by name and when my dad took over, he wanted it to remain just like that.

"He was always out on the shop floor, welcoming new customers and stopping to chat to the regulars."

Andy's father spent his entire life working for the family business and for a long time, dreamed of expanding the store.

William, who sadly passed away in August 2007 aged 62, had a vision of a large, independent store that would stock a wide range of locally-sourced products, listening to the wishes of the customers and would be accessible to all.

"I think my dad knew that it was only a matter of time before we expanded. It was something that he had always wanted to do and we were fortunate enough to own the land behind the original store," said Andy.

It was the year 2000 when William decided that it was time to make the dream a reality and the family began to seriously talk about a new and bigger store.

Obtaining the necessary planning permission was a long and drawn out battle, but William refused to give up.

Andy added: "Had it not been for my dad's tireless efforts and solid determination, we would not be where we are today."

On 5 November 2006, after years of planning and dreaming, the work began and then exactly a year later the brand-new, 17,500 square foot store opened for the first time.

Store manager Adam Vincent said: "It was an incredible feeling to actually see the store open. I am sure Andy will agree with me when I say that there were times when we just couldn't see that day happening. But here we are and it is truly remarkable."

Andy's mother Deidre also plays a part in running the business. Deidre works very much behind the scenes, as the company secretary and sees to much of the admin work.

Andy is quick to describe her as invaluable. "My mother is incredible, she sees to a great deal of the paper work and throughout all of this, she has been a rock, a wonderful woman who deserves far more praise than she gets."

Dike & Son has 70 employees including the staff that work at the Dike & Son convenience stores in Dorchester and Crewkerne.

Andy said: " I have such a great team of employees. They have shown dedication and loyalty, an employer cannot really ask for more.

"Many of our staff here have been with the company for more than 20 years. Kelvin Miles, our grocery manager, has worked here for 38 years. His wife, sister and son work here too."

It is really refreshing to see a family giving it their all to uphold traditional values and having the confidence to go for their dreams. In modern day society, this is all too often lost among the consumer driven, money making retail giants that seem to dominate the market today. According to Andy it is not about making money, it is the pursuit of a dream.

Dike & Son superstore is one of the largest, independent supermarkets in the South West and since it opened in November, has gone from strength to strength.