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 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.  Our third store sprang up in Brecon and has an eclectic offering, leading you on a voyage of discovery.  Our fourth and final store is Brecon Country.  This bijoux boutique is proof that wonderful things come in small packages, and is the ultimate country lifestyle store.  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.