Ireland's oldest department store has served area for almost 190 years

In an era when many consumers have been swapping shop windows for browser windows, the retail core of Athlone, and other towns, has been in a struggle to remain vibrant.

But behind it all, some long-standing traditional traders are quietly keeping their crafts alive, adapting to the changing times without abandoning what defines them. Loyal customers return to these traders for something the internet can't replicate: experience, trust and a personal connection built over years, even generations.

In this series, REBEKAH O'REILLY speaks to some of these traders. This week, we talk to ROSIE BOLES, who heads up Ireland's oldest department store, right here in Athlone.

Ireland’s oldest department store, Burgess of Athlone, has been a local institution for almost 190 years. Established in 1839 by 21-year-old Thomas Burgess, the store remained in the Burgess family until 1951 when Robert Boles purchased it.

His son, Ian Boles, worked in the business for more than 60 years, and today, it’s led by his daughter, Rosie Boles, who joined the company at the turn of the century.

“My dad retired about 15 years ago, he’ll be 94 at the end of the month. They did a year’s trade in a couple of months, they were real business people,” Rosie, who is managing director, said.

Rosie had her own interior design business when her father suggested selling the family store.

“I thought to myself would I really regret it if I never tried it? We said we’d try it for two years and see. And here we are still, 26 years later,” Rosie said.

Over the decades, Burgess has solidified itself as an integral part of Athlone. “Athlone is a great commercial town. There’s something for everyone now. Gone are the days where you have to drive to Dublin for an occasion outfit.”

Burgess is known for its commitment to quality and sustainability. “Burgess has always been about quality, it’s the backbone of everything we do,” Rosie said.

The store was among the first retailers to switch to paper bags long before it became a requirement.

“We try to buy sustainable garments. Companies are changing how they produce, and it might cost the customer five euro more, but we’re going to do it the sustainable way,” Rosie said.

Personalised service is another key aspect of Burgess’s appeal. Customers return not just for the quality products, but for the trusted staff who understand their tastes.

“It’s really nice to have a relationship with someone in the shop who gets your style. You don’t have to explain that you don’t like dressing a certain way,” Rosie said. “It’s our standard as well as their standard. We want people to look well.”

Families have been coming to Burgess for generations, with some even passing down special items.

Rosie said a woman once brought in her father’s christening gown, which had been purchased at Burgess nearly 100 years ago.

“Everyone in the family had been christened in that christening gown,” she said.

Burgess also offers a dedicated post-mastectomy bra and prosthesis fitting service, in collaboration with the HSE. The service is discreet, and works in tandem with the store’s lingerie section.

“What’s good about coming to a proper lingerie department is that no one’s going to know except yourself. It’s a bit of a knock on life’s journey when you lose a breast, so we look after that,” Rosie said.

Like many retailers, Rosie and her husband, Alistair Gray, have seen the retail landscape change.

One issue highlighted was the introduction of a one-way system in Athlone, which combined with parking difficulties, has affected footfall.

“The one-way system has made a huge impact, and not always a good one,” Rosie said. “We had built up a body of customers from east Galway and Roscommon, and it just made it harder for those people to get into town.”

She suggested better signage for tourists and independent retailers like The Village@Burgess and The Left Bank could help.

“We have been promised signage, and it takes both traders and the council to get there.

If you're visiting a town, you want to find something you can't get at home,” Rosie said.

The COVID-19 pandemic has also altered shopping habits, particularly with the rise of online shopping.

“So many young people never learned how to shop as teenagers because they were locked up in their bedrooms and went online,” Rosie said.

“Holding on to something for a long time and getting pleasure out of it seems to be a lost art. This business of wearing something once doesn’t sit too well with me.”

While the pandemic posed challenges, it also gave Rosie an opportunity to develop a new independent retail hub, The Village@Burgess.

“It was bandied around our kitchen table for many a long year. It’s never a good time to close your doors, but our doors were shut on us,” Rosie said.

“While everyone else was making banana bread and sourdough, we were on the phone asking people if they’d ever thought about going into retail,” Rosie said.

Located on the lower level of Burgess, The Village features several small businesses, including a sushi shop, a bookshop, a hair salon, a framers, and an art gallery.

“There’s a lovely vibe,” Rosie said. “Each of the businesses helps the other along.”

Business owners Roseann Gilligan and Stephen Reynolds are proud to be part of The Village community.

Roseann, owner of Salon 320, has been working in Athlone for over 16 years, opened her salon in February 2022. “There’s a real sense of camaraderie here,” she said. “People are surprised at what’s here.”

Roseann’s appointment-only model has ensured a steady stream of loyal clients.

Stephen, who opened The Athlone Bookshop in 2021, brings a wealth of experience, having spent over two decades working for Waterstones in London and managing stores in Dublin.

“It’s created an artistic hub in the heart of town,” Stephen said. “People come to me because I have books that no one else has. It’s about offering something unique."

He added: “It’s great seeing a community of young people who love reading, and we’ve even got a little Warhammer club forming here. I think that’s one of the best surprises I’ve had."