Clothes shop is still wearing well

A new era is dawning in a Black Country town – but a family-run clothes shop has stood the test of time having been a permanent fixture for almost 120 years.

Halesowen town centre is undergoing a multi-million pound facelift, but Dancers run by Mike Dancer and his son Dave, fourth and fifth generation descendants of the business’s founder, continues to remain true to its roots.

The father and son are joined by Mike’s sister, Janet Duerden, aged 49, selling a range of menswear, ladieswear, accessories and gifts and providing the personal service the shop prides itself on.

Dancers started life during 1880 as a shoe and boot shop run by John Dancer in High Street, Lye. It was one of a row of shops owned by the Dancer family.

In 1884, John and his wife, Sarah, moved to a former lock-up shop in High Street, Halesowen, where business boomed.

Five years later, they purchased the site of the current premises on the corner of Peckingham Street and Hagley Street and erected a three storey-building for the shop.

Hard work and frugal living led to further branches in Kidderminster, Bromsgrove, Cradley Heath, Tenbury Wells and Ludlow.

But today, only the shop in Halesowen still remains.

Through the years, the family business was passed onto John’s son Wilfred and later his son Wesley, who was born above the shop in 1913. They took over the reins.

The business was always in his blood and after serving his apprenticeship at Houghtons, gentlemen’s outfitters, in Birmingham, he returned to work full time in the business in 1931. However in 1967 he decided it was time for a revamp and demolished the premises to make way for a new building in the same spot.

When John originally built the shop, he hid a time capsule containing local newspapers and various coins of the day.

But when the building was demolished it was nowhere to be found – disappointing the various family members watching expectantly nearby.

Mike, who lives with wife Diane, aged 49, in Hayley Green, Halesowen, began helping his father, Wesley, in the shop at Christmas and on Saturdays, in the early 1960s.

The father-of-three said he had witnessed many changes over the years from the type of goods on sale to the way they were sold.

“It is a different style of shopping now.

“It used to be that if someone was looking for a tie, you would get several racks out for them to look at, or if they wanted a shirt, you would get them out of boxes.

“Now it’s more self-service. People help themselves,” he said.

The 59-year-old believes his great-grandfather, John, would have been “fascinated” to have seen how his legacy had continued.

“He was a real entrepreneur by all accounts. He went to work after his father died in 1862, when he was just seven so he was always very hard working,” he said.

For Mike, there is a real sense of pride that his 21-year-old son Dave is now following in his footsteps having started working in the shop on Saturdays four years ago, and later becoming a full-time member of staff.

“We try to maintain a standard of service that is personal,” said Mike.

“Everyone in Dancers really does try to do their best for our customers.

“Times have changed in Halesowen, the streets being pedestrianised for example, and Dancers have changed with the times in a way undreamt of 100 years ago,” he added.