The Big Interview
‘I WANT TO BE THE LAST SHOP STANDING…’ In challenging times for the high street, one photographic retailer appears to be thriving. We quiz 81-year-old proprietor of Mr Cad, Alex Falk, on his 60+ years in the photo trade – and some of the secrets behind his success and longevity
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o visit Mr Cad, near London’s Victoria station, is to enter an Aladdin’s Cave stacked high with photographic equipment of all shapes, sizes and brands – both current and more noticeably vintage. It reminds us of the kind of collectors’ store you’d otherwise only find in Tokyo, where every conceivable surface, nook and cranny is crammed with delectable, care-worn kit. ‘Care worn’ could also describe its staff. While owner Alex Falk, who runs the retail emporium alongside his daughter, has been in the trade 60+ years, he jokingly introduces his colleague David as a newcomer to the trade, with ‘just’ 42 years of service. If they re-booted Dad’s Army and set it in a camera shop, it would
resemble something very like Mr Cad. A visit is an experience in itself and not just for all the covetable camera gear on display within its wall-high glass cabinets. It’s clear to see that Alex and his staff enjoy interacting with customers, encouraging a sale with gentle banter, hands-on demonstration and plenty of chat. It’s certainly very different to the impersonality of an Internet transaction, and from the customers’ smiles and slightly surprised laughs it’s clear that they enjoy being both advised and entertained by the proprietor. I quietly observe for half an hour, until it becomes clear that the only way we’re going to get a word in edgeways is to remove the man from his surroundings and repair to a nearby café.
BPI News: I was talking to one of your colleagues while I was waiting who told me you bound in on a morning with the energy level of a 10-year-old… Alex Falk, Mr Cad: (Guffaws, clearly tickled) How terrible… sorry about that! Q: How do you keep on top of trends and make sure you have the correct stock to take advantage? I’ll give you an example. A young man, around 24, doing a course in film, walks in and wants a prism to go in front of the camera. We didn’t have one, so I started to scour the market and found that every dealer
Find Mr Cad at 12 Upper Tachbrook Street, Pimlico, London. Contact sales@mrcad.co.uk. Also visit www.mrcad.co.uk 12 December 2018 / January 2019 | BPI News
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