‘End of an era’ as Mathews Shoes is set to step out of New Milton after 35 years
“IT’S the end of an era” – these were the words of a family shoe shop owner as its New Milton branch is set to close after 35 years.
Mathews Shoes, a fixture on Station Road since 1989, will close next month after Guy Mathews decided not to renew its lease. However, the main branch on Christchurch High Street will stay open.
The three staff members from New Milton will be transferred to Christchurch.
Speaking to the A&T, Guy (65) said the decision was partly because his brother Tony retired a few years ago, although he remains a business partner.
He also cited a drop in footfall in recent years, some of which was down to competition at the other end of the high street, he said.
“It’s very sad to be closing the New Milton branch,” Guy said.
“We’ve enjoyed being in New Milton. It’s a lovely town and the people are very friendly.
“We’ve got great staff at New Milton, and they will be moving to our Christchurch branch.”
He continued: “We do footwear for all the family – affordable footwear for all the family is what it’s all about.
“The whole business has been built on good customer service. Not everybody wants to shop online. Certainly with footwear, people like to be able to try them on before they buy.”
The family business launched in 1957, when Guy and Tony’s parents’, Gordon and Pat Mathews, opened G&P Mathews Distinctive Footwear in Purewell.
Trade took off when they moved to larger premises on Christchurch High Street, opening in 1972 as Mathews Shoe Centre.
Further expansion saw a separate children’s shoe shop open in 1986 until, in 2018, this was integrated into the revamped main unit.
Keen to extend its reach to another town, Mathews opened the New Milton branch, replacing a previous long-running shoe shop called Prestige on its owner’s retirement.
Thanking all the New Milton customers, Guy hoped many would visit the larger Christchurch branch.
“I’m very positive about the Christchurch branch. We offer a good selection – that’s the main thing,” he said.
“There will be a warm welcome for any of our long-term and loyal customers from New Milton.”
Some of the New Milton branch’s customers shared their sadness on Mathews’ Facebook page.
One wrote: “Your staff are so knowledgeable and one of them noticed a problem with my daughter's feet which set us on the path to getting a diagnosis for a rare health condition. Thank you.”
Another said: “I have such fond memories of my time working here when I was younger and always a pleasure to take the kiddies there for school shoes, the staff are amazing. Will visit Christchurch instead.”
A closure date has not been set, Guy said, although the shop has advertised shutting in February. Until then, a closing-down sale is on.