Culture, Swanage | Posted on August 20th, 2025 | return to news

Spotlight shines on Swanage family’s legacy in the community

A Swanage family with 117-year retail legacy will star in a major campaign revealing the untold stories of Britain’s corner shop bosses.

Keith Tomes and his sons Chris and Darren will feature in a six-part photography and mini docu-series that follows the stories of local corner shop bosses from across Great Britain.

The owners of a Costcutter on Swanage High Street have been chosen to star in a new campaign by Coca-Cola, spotlighting the invaluable role that corner shops — and the real people behind the counter — play in their local communities.

Shot by award-winning director Ross Bolidai, and National Portrait Gallery photographer Serena Brown, the series celebrates corner shop bosses in a new light.

Keith Tomes is among six business owners from across the country who will feature in the campaign.

It comes as corner shops play an increasingly important role in daily life despite the struggles of the high street. According to research by Coca-Cola, over a third (34 per cent) of people across Great Britain say their corner shop is an essential resource in their everyday life.

The short film reveals the Tomes family’s incredible legacy of serving the Swanage community, which began with opening their store on Swanage High Street 117 years ago. Surviving two World Wars, rationing and a global pandemic, the store has been handed down through five generations.

Keith’s great-grandfather opened their store — then called H E M Tomes Groceries and Provision — at 208 High Street, Swanage in 1908. It passed to his great-aunt and his grandfather, before his father took over the running of the shop in 1956, eventually passing the business on to his own children. Today, it is operated by Keith, his sister, sons Chris and Darren, and niece Michelle.

The store’s longevity is an example of the importance of local retailers to their communities. The Tomes family serves the Swanage community in more ways than simply stocking people’s daily essentials: one of Keith’s sons, Chris, is deputy mayor of the town while his other son, Darren, volunteers with the local RNLI crew.

Keith Tomes said: “I’m proud to continue my family’s history of serving the people of Swanage. We’ve been here for over a hundred years, and we hope to be here for a hundred more. My father ran the store with hard work and dedication for many years, and I do my best every day to live up to his legacy.”

He said the campaign is: “all about recognising the impact that a small business like ours can have on the local people who depend on it. It’s true to say that the Tomes family store is part of the fabric of Swanage, and I’m especially proud that my sons Chris and Darren are finding their own ways to give back to the community too.”

Dusan Stojankic, vice president and general manager of Great Britain & Ireland at Coca-Cola, said: “We’re proud to be celebrating 125 years since Coca-Cola was first served in Great Britain.

“The Bosses’ series is an ode to that, celebrating the businessmen and women ushering in a new era for the vastly underestimated corner shop. We’ll continue to champion and mentor community retailers far into the future, and hope they continue to find a sense of camaraderie through our network.”

Launching the series to celebrate 125 years in Great Britain, Coca-Cola is also giving back to local communities —each Boss from the series is nominating a local cause to receive a five-figure donation.