About Us

All About Us

Nicholls is a family business set in the heart of the beautiful Brecon Beacons National Park.  Established in 1925, the firm originally sold animal feed, pots, and pans to local farmers who passed through the market town of Crickhowell.  The business diversified into selling hardware to these farmers and eventually evolved into the department store we see today.

Crickhowell is the original Nicholls store.  It sits nestled into the High Street of this idyllic Georgian market town, and is full of the refined elegance associated with that time.  The store is cared for by Karen and her team, who will be delighted to help you.

The next store to be born was in the bustling hub of Abergavenny.  This vast space is full of intrigue and discovery, you never quite know what you’ll find.  This store also houses our restaurant where you are certain to find an array of delicacies to tempt your taste buds and rest your weary limbs.  Katherine and her team are happily on hand to offer any assistance you may need.

Our concept jewellery store is based within Abergavenny too.  This glittering array is a real jewel in our crown; stocking such brands as Swarovski, Nomination, ChloBo, Links of London, Carrie Elspeth, Clogau, Pilgrim, Olivia Burton Watches, Thomas Sabo, Joma Jewellery and many more.  Our team of experts, led by Jade, will be pleased to advise you, should you need it.

Our third store sprang up in Brecon and has an eclectic offering, leading you on a voyage of discovery.  We are particularly proud to be able to present Pandora Jewellery here, as well many other brands that are unique to this store.  Caroline and her team will be sure to offer you a warm welcome, and any assistance you may need.

Our fourth and final store is Brecon Country.  This bijou boutique is proof that wonderful things come in small packages, and is the ultimate country lifestyle store.  The team here is led by Lisa, who will be pleased to share their knowledge with you.

Each of our stores is uniquely eclectic, though all are marked by an independent spirit that is quintessentially Nicholls.

We are proud of our heritage, and proud to stock leading British brands such as Barbour, Hunter, Joules, Voyage, Katie Loxton, and Olivia Burton.  We search far and wide to bring you the best, and stock brands from further afield such as Masai Clothing of Denmark, Robell, L’Occitane, Nomination, and UGG Australia.  We carefully curate our collections to bring you the best of the best.  

Nicholls has always prided itself on selling quality products with great customer service.  We invest in our staff to ensure that they have the expertise needed to help you with your purchases.  We want the towns in which we live to prosper, and the majority of our staff members are local people that share our passion.

We think we’re a hidden gem, and really want to spread the word.  That’s why we have created this website.  Here at Nicholls Online you will find some of the best elements of our stores, distilled into a user-friendly website*.  Take a look and explore, we’re sure you’ll find something you love.

*Please note that some items are exclusive to our stores.  As such, you may have seen something in store that we do not sell online.  If this is the case, please call us on 01873 810 571 to discuss how we may be able to assist you.