Frome, often celebrated as one of the UK’s best high streets, continues to flourish even as many towns face economic challenges. Yet beneath the surface, tensions bubble among residents who feel their cherished Somerset town is changing too fast.
Empty shops are still visible around town, including a former Shoe Zone with its fading signage. Locals lament the loss of straightforward shopping options, saying they must now travel further for essentials like footwear.
A growing source of friction is the influx of newcomers from London, sometimes referred to as FILTH (“Failed in London, Try Here”), who are perceived as trying to reshape Frome’s character. One anonymous business owner told the Express, “We like it as it is. When new people come in, they want to change everything.” She added that some newcomers push for “café central” with expanded outdoor dining and pedestrianised streets.
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A local man candidly remarked, “We don’t want any more Londoners. We’ve fulfilled our quota, now we’re feeding them to the pigs.” Alice Cleaver, 29, manager of The Shop Next Door, voiced a common concern: “People born here struggle to stay here,” citing skyrocketing rents. It took her two years, and personal connections, to find affordable premises, something she warns is near-impossible via estate agents. With homes averaging £346,382—well above the UK average—and rental prices hovering around £1,123 per month, the town’s housing market is out of reach for many locals. Cleaver described available rentals as “s***holes” and pointed to the clearance of affordable housing as a crisis declared by Frome Town Council in 2023.
Despite these pressures, Frome’s prosperity favors independent businesses. Cleaver acknowledges the steady stream of London migrants as “totally understandable,” calling Frome “a lovely place to live,” though she admits locals often feel unwelcome: “It feels like we’re not the ones that are supposed to be living here.”
Shopkeepers report mixed fortunes. A popular monthly market with 12,500 visitors helps boost sales, though some trades remain challenging. Garry Yoxall, owner of the Pedestal Gallery and printing service PostScript, highlights a strong local network of business owners who collaborate through a WhatsApp group to share advice and warnings.
The influx of ‘DFLs’ (Down From London) is “definitely evolving” Frome, Yoxall says, as people seek a more charming and manageable lifestyle away from big cities. He praises the town’s unique mix of geography, architecture, and community, which makes it “just the right size.” Yoxall’s gallery has prospered since opening last year, benefiting from low rent and staff costs, despite a drop-off in mid-range buyers.
Truly Sopel, a lingerie designer with nearly 20 years in Frome, credits the town’s independent spirit for attracting forward-thinking creatives. With its growing population, numerous Airbnbs, and good London links, Frome has become a tourist destination. Sopel notes a shift from mostly local customers before 2016 to predominantly visitors now. “I nearly left six years ago. Thank God I didn’t,” she reflects.
Micropub owner Andy Le Grange gives credit to Frome’s independent councilors, who focus on serving the local community without party politics. The town’s bottom-up governance, he says, has been a key factor in its success.
Fashion designer John Szymanski recalls Frome’s darker days: “I’ve known Frome when it wasn’t like this at all—basically a s*****e.” He praises landlords for their understanding during tough times, including relaxed rent payments during the pandemic. John also notes an uptick in Londoners moving to the area, often house-hunting nearby. Celebrities have joined the influx, drawn to places like Babington House, a luxury Georgian estate offering spa and cinema facilities managed by Soho House.
John’s boutique thrives on local foot traffic, going against the grain of other high street struggles, while also growing online sales internationally through platforms like TikTok, shipping products worldwide.
Frome’s transformation brings both opportunity and challenge: while new residents and visitors fuel business growth, many locals worry about losing their hometown’s identity and affordability.