The tale of an independent family business.

Nicholls is an independent family business set in the heart of the beautiful Brecon Beacons National Park.  Established in 1925, we 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.

We here at Nicholls are a passionate and creative bunch.  We love sourcing beautiful things that we just know you’ll adore.  Each of our four stores is a veritable treasure trove of unique items that make life just a little more special.  We stock everything from clothing and jewellery to country and lifestyle gifts, and everything in between!  Each of our four 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.  We carefully curate our collections to bring you the best of the best.  

Over the years we have sold everything from grain to gold, constantly adapting to our customers’ needs.  Our principals of providing quality goods with a service to match have never been compromised - it’s how we’ve managed to stay relevant over the years.  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 created a website in 2010.  At Nicholls Online you will find some of the best elements of our stores, distilled into a user-friendly website.  We’re on Facebook (@nicholls_online), Twitter (@nichollscrickhowell), and Instagram (@nicholls_online) too.  Follow us there for all the latest news and gossip.  You might even find the odd competition!  We know our story hasn’t ended yet.  By purchasing from Nicholls, you’re helping to write our next chapters and be part of our heritage.  Come in, take a look, discover.  You never know what you might find!