One of the island’s longest-established sports shop businesses has relocated from Washington Mall to a street corner only a few doors away from where it started out in 1966.

Four years after it moved to a unit in the new wing of Washington Mall, International Sports Shop is back on the street at the corner of Church Street and Bermudiana Road.

The increased visibility afforded by the new location is the main reason for the move, according to owner Brian Purvey.

“The corporate world is in the area. There are new businesses, such as the pharmacy,” he explained, referring to the Par-la-Ville Pharmacy that opened its doors on the opposite corner of the Clarendon House building at the start of this week.

“And the Bermuda Commercial Bank is opening up further down the road. So many people pass by this location,” he said, mentioning the number of gyms nearby, including those within corporate buildings.

Having a large window display area is another bonus, particularly as it allows the shop to demonstrate two key areas of its business, namely awards, trophies and medal engraving, and custom printing of sports jerseys, shirts and tracksuits for schools, clubs and events.

“Our biggest business is custom printing and embroidery, and awards and engraving.”

Mr Purvey has seen passers-by look through the window to see the screen printing of shirts and other logo apparel being done, or watch as trophies and medals are engraved. He feels that casual connection between the shop and potential customers is an opportunity to attract future business as more people become aware of what services are offered.

“We have that visibility from the road. People walking past can see us at the window working on the press and engraving. They can see what we are doing,” said Mr Purvey.

There is additional passing traffic associated with the 24-hour gas station directly opposite, another reason why Mr Purvey is thankful for the expanded window display and signage area the shop has at its new location.

Beyond the printing and engraving services, the shop stocks a range of sports equipment and apparel.

Mr Purvey, who is a physical education teacher, tweaks the store’s merchandise to coincide with events on the sporting calendar, such as the football and cricket seasons.

For more than four decades, the shop was on Bermudiana Road, albeit in a number of different locations along the road. Then, in 2012, it moved to Washington Mall. That move lowered the business’s rent bill and gave it increased foot traffic.

“The economy changed and we left Bermudiana Road. The mall was a chance to downsize,” said Mr Purvey.

While locating to the mall was a welcome change at the time, Mr Purvey feels the return to a roadside location, and one that is on the corner of Bermudiana Road, is another right move for the business.

“This is strategic. It has been four years since we moved into the mall. After three years you can become stale if you do not do something different. You have to rebrand or re-logo or do something fresh,” he said, adding that the street location also makes it easier for customers to quickly pop in and collect orders.

Looking ahead, he believes the retail scene is picking up, and said International Sports Shop is doing many things, including maintaining its focus on good customer service, to stay ahead of the competition.