Shoppers have been flocking to a former Woolworths store in Dorchester in their hundreds after the store reinvented itself under the name Wellworths to a fanfare of publicity.
Former manager of Woolworths Dorchester Claire Robertson, who was made redundant when the high-street chain went under at the end of last year, saw an opportunity to resurrect the store and renamed it Wellworths.
And the launch couldn't have gone any better, with widespread media coverage, popular DJ Chris Evans cutting the ribbon at the official opening and hundreds of eager shoppers stampeding to get a glimpse of the revitalised store.
Claire said that the Dorchester branch had always been profitable and that sales were always good even though Woolworths as a company wasn't profitable.
But she also got the new store off to a perfect start with a series of brilliant publicity coups. The story first captured the imagination of the public after getting valuable exposure from Chris Evans on his Radio 2 drivetime show.
Media interest then gathered momentum as news teams from across the world descended on Dorchester to relay the uplifting news about how Claire was beating the recession.
And buzz about the store is set to continue for some time, as the BBC is currently filming a fly-on-the-wall documentary about the phoenix that has risen from the ashes.
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