Darren and Paul Hoggett, behind J&B Menswear, have been attracting customers from all over the UK at their Magdalen Road site.

The shop opened in 1972 and stocks high-end clothing from brands including Diesel, Levi's, Fred Perry and Fila.

The shop in 1981 (Image: Submitted)

And despite being located on the city outskirts, Darren has revealed 66pc of their profits come from in-store purchases.

He said: "People come and visit us from all over the UK, including Essex, Lincolnshire and Cambridgeshire.

"Most of those people are from more rural areas in Norfolk, like Aylsham.

The store's 50th anniversary shoot, Darren Hoggett, left (Image: Submitted)

A photoshoot at the store in 1984, Paul Hoggett pictured alongside the model (Image: Submitted)

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"66pc of our customers shop in store, and the other 33pc shop on our website.

"There are fewer independent clothing businesses in the city following the Covid-19 pandemic.

"While we still serve the local community, Norwich would probably be our smallest customer base.

J&B Menswear in Norwich, celebrating 60 years. (Image: Denise Bradley)

Inside the store (Image: Denise Bradley)

"Online shopping has grown massively, and there are a lot of big corporate businesses to compete with.

"Smaller businesses need to know what the local market wants. You have to offer a point of difference from the major players."

Darren and Paul's father, Brian Hoggett, set up the business in 1966 alongside John Draper. The pair began trading across outdoor markets in Norfolk and Suffolk.

Darren described the shop's current NR3 location as "unconventional" but said it has always worked for the business.

He said: "Some people who live in Norwich wouldn't even know we are here.

"The area has changed a lot, there are lots of young families that live nearby.

"We've got no plans to move in the future."

© Norwich Evening News