Call us on 0800 772 3962
Email us here
Call us on 0800 772 3962
Email us here
This project saw the complete transformation of 35–36 Walsworth Road, Hitchin, where a dated Nisa store was reborn as Phgura General Store — an independent retailer rooted in a building with history dating back to 1858.
The brief was to strip away the clinical, generic feel of the previous convenience format and replace it with a warm, character-led environment that felt authentic, welcoming, and distinctly independent. The client wanted a store that respected the heritage of the building while introducing a modern retail layout that would perform commercially and stand the test of time.
Our approach focused on traditional shopfitting craftsmanship combined with modern retail functionality — carefully balancing materials, finishes, lighting, and bespoke joinery throughout.
Phgura General Store is an independent grocery and provisions store serving the local Hitchin community. Following a short period operating under a national convenience brand, the decision was made to relaunch the store independently — giving it its own identity, atmosphere, and long-term vision.
The goal was to create a store that felt personal and premium, drawing customers in through warmth, quality materials, and thoughtful detailing, while remaining practical and efficient for day-to-day trading.
This was a full internal and external refurbishment, delivered over a three-month build programme, transforming every aspect of the store.
All bespoke elements were designed to soften the space and introduce texture, warmth, and visual interest — moving away from standard off-the-shelf convenience fixtures.
Full internal strip-out and complete refit
External shopfront refurbishment and rebranding
Bespoke counter construction and shelving units
Custom-built wooden fruit & vegetable hand cart, designed and manufactured specifically for the space
Bespoke joinery throughout the store
New commercial flooring
Full redecoration with heritage-inspired finishes
New lighting and electrical upgrades
Store layout reconfiguration to improve flow and visibility
Working within a historic building required careful consideration of proportions, finishes, and detailing. The challenge was to modernise the space without losing its character.
One of the standout solutions was the bespoke wooden fruit and vegetable cart, handcrafted specifically for the store. This feature acts as both a functional display and a focal point, reinforcing the store’s independent identity and craftsmanship-led approach.
Bespoke counters and shelving were also designed and built to suit the space exactly, allowing for better product presentation while maintaining a clean, uncluttered layout. By managing the project end-to-end, we ensured consistency across every detail — inside and out.
The finished store is a complete departure from its previous incarnation. Phgura General Store now offers a warm, inviting retail environment that blends traditional charm with modern convenience retail standards.
Natural materials, bespoke joinery, and carefully considered lighting work together to create a space that feels authentic, premium, and welcoming — a true independent store with its own identity.
This project is a clear example of shopfitting craft at its best, where attention to detail and bespoke workmanship elevate the entire customer experience.
Soho Shopfitting specialises in high-quality retail and commercial fit-outs, delivering projects that combine craftsmanship, intelligent design, and programme certainty. From heritage buildings to contemporary retail environments, we tailor every project to the space, the brand, and the client’s vision.
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35–36 Walsworth Road, Hitchin, SG4 9ST
Full Retail Refurbishment (Internal & External)
3 Months Build Programme
