Some outlets closed, backers establish first new-look operation with more due to follow

An ambitious plan to reshape the face of Christian retailing has seen mixed results. A quarter of the Living Oasis stores launched a year ago have been shuttered, but a new model for the future has been unveiled.

Nationwide Christian Trust (NCT), a registered charity, stepped in to save some of the 20-plus stores that seemed set to close last year following the sell-off of the former Wesley Owen (WO) chain—the largest in the U.K.

NCT took over 19 of the outlets through its Living Oasis initiative, looking to transform them by bringing local churches together to help provide a “Christian presence” in their commercial centers in the form of a combined bookstore, coffee shop and events center.

“But it became apparent that some of them were not going to be financially viable,” said the Rev. Andy Twilley, NCT director of Christian life and ministry. “Trying to generate interest and enthusiasm among churches (in some areas) has been quite a challenge.”

Five Living Oasis stores closed earlier this year, with the loss of around 15 to 20 jobs. In Watford, the Living Oasis outlet was relocated to the town center in a partnership with an existing Christian store that expanded its presence in line with NCT’s vision. Discussions have been taking place to relocate Living Oasis operations in Leeds and Liverpool, too, to larger, multi-story premises that would be able to offer the three elements of resources, refreshments and events.

“It has been challenging,” Twilley said of the past year. “For all of the shops, we gave it our best shot. Unfortunately, in some of those areas, it has just not proved to be possible.”

Meanwhile, there have been changes, too, at STL Distribution, which was sold to John Ritchie Ltd.—a subsidiary of The Lord’s Work Trust—in late 2009 by parent company IBS-STL as part of the same divestiture that saw the WO stores pass into other hands.

In March, the Carlisle-based distributor announced that it was cutting its 124-strong workforce by almost a quarter. Declining retail sales, the growth of Internet commerce and technological changes had “driven unprecedented change, challenges and opportunities within our sector,” the company said in a statement.

Two months later, the business was renamed Trust Media Distribution. The company said that following consolidation and stabilization, it was poised for growth and that “a new brand identity will underpin and add momentum to this planned expansion.” Capturing the vision’s future, the new name “conveys a sense of confidence and ongoing trust” between customers and suppliers, the announcement said. 

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