George Fisher causes a stir with £100,000 renovation

AN iconic outdoor clothing specialist in Keswick has just completed a £100,000 boutique redevelopment.

George Fisher, one of the UK’s leading specialists in outdoor equipment and clothing, hopes the refurbishment will bring a new audience to the Borrowdale Road store in the form of a new water sports department.

The area will include the sale of equipment for wild swimming and stand-up paddleboarding (SUP), two sports whose participation and popularity have steadily increased over the past two years.

Spending will also see the arrival of a new sustainable brand, Passenger, exclusive to George Fisher, as well as the opening of The Darkroom Cafe & Gallery in the attic, which is a new partnership with local Keswick business Fellpack.

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George Fisher became famous for outfitting the first expeditions to Mount Everest and the store became a household name in the outdoors and mountaineering after George Dixon, a member of the original Keswick MRT, set up the small Lakeland store in 1957.

NEW: Refit will address the recent adoption of wild swimming.

After years of calls, George felt it was necessary for anyone venturing into the hills to be properly equipped, especially when it came to the right footwear, helping to keep costs down when dealing with children who are still growing – as a result he established the George Fisher Hire Service and to this day it remains one of the store’s busiest departments.

Scottish retailer Tiso took over George Fisher in 2007 with a £3.2million deal.

The retailer has continuously built on its success and reputation to the point of becoming a regular winner of the OIA “Outdoor Retailer of the Year” award.

Chris Tiso, CEO of George Fisher, said: “The store renovation could not have come at a better time as we head into a busy year.

“Our new watersports section of the store will serve this growing market which has seen a massive sales boom from 2021 to date.

“This part of our business is becoming increasingly important within our retail space and it is essential that we support the energy and desire for water sports equipment at this exciting time for the industry,” did he declare.

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