After closing its Stanwell Road location in December last year, the team behind Willmore's 1938 is gearing up to reopen and welcome its much-loved customers and new faces to its Penarth Cliff Top kiosk. 

The Vale of Glamorgan Council advertised the kiosk at Penarth Cliff Top in 2021 and Matt Holland along with his partner Charlotte Court saw this as an exciting opportunity after their Stanwell Road lease was drawing to a close after five years.  

They submitted a pitch with the help of Penarth-based Candid Creative, owned by graphic designer and magazine publisher John Davies, who also helped with Willmore's branding when it first opened in 2016. "The pitch was to renovate the site into a kiosk-type café and to put in a secret garden in the back grass area," says Matt. "It [the pitch] was really good with incorporating the community and utilising the space as well." 

Matt and Charlotte acquired the Penarth Cliff Top kiosk after five years at Stanwell Road. (Image credit: Jack Wynn)

The couple plan on running community projects at the new site once it's open. Matt volunteered with the Youth Offending Service for eight years and wants to give back. "We're hoping to link up with the council and young offenders [Youth Offending Service] and young people who aren't in education who want to learn in a different way," he says. 

"If we can help give them the basic skills of cooking and, hopefully in the long run offer them a job opportunity, that would be great. We're really excited about it." 

Production 78, an event management firm also based in Penarth, will work with Matt and Charlotte to set up community events throughout the year such as Christmas and Easter. 

How the front of Willmore's 1938 will look after the renovation. (Image credit: Matt Holland and Charlotte Court)

The history behind Willmore's 1938 will continue to be a prevalent fixture at the new Penarth Cliff Top location. For those wondering about the name, The Willmore brothers opened a number of cinemas across Penarth between 1910 and 1938.  

The brothers came to Penarth and found a little shop on Glebe Street to open their first cinema, before going back to London to pick up their possessions and returning to Penarth. 

A few years later, another cinema was opened on Windsor Road which was called Windsor Kinema before being demolished. The final cinema built by the brothers was where Willmore's 1938 on Stanwell Road was based. "We're using the history and carrying it forward," says Matt. "I mean, we're right on the water now and the Willmore brothers would have sailed in and out of Cardiff Dock." 

On the back wall at the new location, a mural of a cold merchant ship from 1910 will be displayed which will help keep the history alive in the business. 

The history behind Willmore's 1938 will continue to be a prevalent fixture at the new Penarth Cliff Top location. (Image credit: Matt Holland and Charlotte Court)

But as much as this sounds like a fairytale new beginning with fresh ideas, the reality has been far from ideal. "We closed the shop [Stanwell Road location] in December last year thinking we could get this one open for February, but we're now in June and looking at an opening for July or August," says Matt. 

"We've had a few setbacks along the way; the infrastructure has been really difficult and we had to restart the tender process. So, we've probably been delayed by about six or seven months. 

"We closed the shop [Stanwell Road location] in December last year thinking we could get this one open for February, but we're now in June and looking at an opening for July or August." 

Closing the business on Stanwell Road was not a choice made by the couple, even though they were aware of the lease coming to an end. "We had a five-year lease which we knew was non-renewable, but we thought we were doing okay," says Charlotte. 

The new location will have a Secret Garden at the back. (Image credit: Matt Holland and Charlotte Court)

"We were paying our rent, even when the rent increased by 20% during the lockdown and we were shut for 18 months. But we fought through it. We provided a takeaway service, helped out with the hospitals, and made deliveries to customers, but the landlords still increased our rent. 

"We even made renovations to shop and spent a lot of money, but they [the landlords] still wouldn't renew our lease. It was devastating!" 

The same day Matt and Charlotte found out they were losing their Stanwell Road shop was when they bought George, their food truck currently based at Cosmeston Lakes, and the week after was when they applied for the Cosmeston pitch. 

Although it has been tough financially for Matt and Charlotte, they have still managed to keep some key members of staff and they've been helping to manage George and various events they have organised.  

As well as juggling the opening and planning a wedding for September, Charlotte has also recently taken over the stewardship of Penarth Athletic Club, which offers another opportunity for Willmore's 1938 to generate an income by hosting pop-up nights and a set food menu during the day. Their recent taco-themed evening attracted around 300 guests. 

The surrounding area at Penarth Cliff Top. (Image credit: Jack Wynn)

The move to Penarth Cliff Top is a big step and some might consider this an unusual location, especially with another café next door. But this isn't an issue for Matt and Charlotte. "Our branding carries us, people like us, and you've only got to look at the comments on Facebook to see all of the positive feedback we've received," says Charlotte. 

"We know the people from the café next to us very well, but I don't think we're competition. I think we're actually going to build the area up and more people will come here [Penarth Cliff Top] and build more trade."  

Matt adds: "It's also the biggest car park in Penarth and it's free – there's no other car park in Penarth. We understand it's going to be seasonal and the winter will be tough, but we'll address that and do our events to keep things moving." 

The new location will have access to the biggest car park in Penarth. (Image credit: Matt Holland and Charlotte Court)

But is this the end for Willmore's 1938 and Penarth town centre? "If there was ever an opportunity to get back into Penarth town centre, then we might do it," says Matt. "Penarth is quite tough now though, especially with the rent increases." 

"We miss the community and all the traders. If we were ever to go back, it would have to be through a council property – they've been very supportive of us through our move here and their communication has been brilliant. 

"We couldn't go through a private landlord again after what we've been through." 

Willmore's 1938 at Penarth Cliff Top is scheduled to open within six to eight weeks.