What: Bath's iconic Jolly's department store secures future through Morleys acquisition and council partnership, combining heritage preservation with modern retail transformation.

Why it is important: This revival demonstrates an alternative approach to department store operations, contrasting with the sector's recent closures and consolidations while preserving local retail heritage. Jolly's department store, a Bath institution since 1823, is set for revival under new ownership by Morleys following its closure in December 2024.

The historic Milsom Street site, previously operated by House of Fraser since 1971, will undergo extensive renovation by Bath City Council before Morleys takes occupancy. The reopening strategy involves two phases, with an initial launch in March 2026 followed by a grand opening in October, strategically timed for the golden quarter. The store will maintain its historic name while offering a contemporary mix of fashion, beauty, and homeware. Notably, former store manager Jess Merritt John will oversee a dedicated heritage space showcasing the store's history and future developments. This project represents a significant expansion for Morleys, which operates eight other stores across the UK, despite recently announcing the closure of its Tooting branch. The collaboration between Morleys and Bath City Council demonstrates a innovative approach to preserving retail heritage while ensuring commercial viability.

IADS Notes: The revival of Jolly's represents a distinct approach to department store operations amid contrasting industry trends. While Frasers Group pursued aggressive expansion in October 2024 through multiple shopping centre acquisitions, and House of Fraser underwent significant transformation and rebranding, Morleys has chosen a more heritage-focused strategy. This approach gains significance considering the February 2025 closure of Beales' last store due to unsustainable operating costs, demonstrating how traditional department stores can adapt while preserving their historic identity.

Morleys to reopen Jolly’s department store in Bath