Yet again, Seaborn Stores (Londis) has been nominated as one of the top 100 independent stores in the UK and Ireland by the Independent Achievers Academy (IAA). The press release below fills in the details. This comes as no surprise to those of us who shop there. Kelly and the team have been a rock during the pandemic and have always been able to supply when the major stores could not. The standard of customer service has been nothing short of fabulous. Many congratulations to the team. Well deserved!


Local community store recognised in UK and Ireland’s Top 100 list of independent retailers                                                                                                         

A local shop in Morecambe has been recognised as one of the top independent stores in the UK following an in-store assessment by the Independent Achievers Academy (IAA).

Seaborn Stores is named on the IAA Top 100 list, which celebrates the continuing success of independent shops across the UK and all that they do to serve and improve their communities. The assessment is based on shops achieving excellence for their local shoppers across 12 core principles of retailing.

Kelly Busby of Seaborn Stores said: “I’m thrilled to have made the IAA Top 100, it’s fantastic to be recognised for providing a great service to our community. My team and I have worked incredibly hard over the past year to ensure we are doing all we can for our customers, ensuring we could continue to be relied upon by them throughout the pandemic. Being recognised after such a challenging year is extra special – I can’t wait to share the news!”

Samantha Gunston, Head of Events at Newtrade Media, who runs the IAA, said “Top performing retailers quickly adapted their businesses over the past 15 months to ensure that they could continue to be relied upon by their communities during the pandemic. Despite incredibly challenging circumstances, these stores have maintained their standards and service levels to ensure they provide unique experiences for their customers.”

“Stores in the Top 100 are embracing new trends including sustainability sourced and packaged products, speedy grocery delivery services, as well as selling cut flowers and plants and exciting new food-to-go options including ice cream and slushy drinks. Others are ensuring they are a community resource by hosting food bank collection and distribution points and offering services like dry cleaning to make their shoppers’ lives easier, and reduce the spread of Covid-19.”

“The Top 100 recognises the hard work of independent local shop owners and their staff to deliver brilliant standards, service and experiences for their customers. With our partners, the IAA helps these retailers to assess, compare and improve their stores so they can compete with supermarkets and online stores.”

The IAA Top 100 is compiled after a rigorous benchmarking process and an independent in-store assessment as well as a video interview, carried out by assessment partner SmartSpotter UK. All retailers who participated in benchmarking their business receive a personalised benchmark report that recognises their strengths and identifies opportunities for development.

Finalists will be judged by a panel comprising the editors of RN and Retail Express, top retailers and leading industry experts. 12 Category Stars and an Overall Best Shop will be revealed at the highly-anticipated virtual IAA Gala, on Thursday 15 July.

For the full list of the IAA Top 100 retailers in the UK, please visit 


Notes to editors

The Independent Achievers Academy is a business development programme designed to help engaged independent retailers to grow sales and profits through benchmarking and expert advice. The IAA, organised and promoted by retail experts Newtrade Media, is built on the small, smart, simple things which when done consistently over time will produce amazing results. The benchmarks and advice are shaped by top retailers and the leading brands who partner with the IAA:

  • CCEP: 
  • BAT:
  • JTI: 

For more information on the IAA visit

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