In his time running the shop with his brother, he has blurred the line between retail and hospitality to give his shoppers the ultimate shopping experience.
The store includes a dessert and cocktail bar staffed by trained mixologists, offering more than 25 cocktails.
A home delivery service uses four branded electric vehicles – three Smart cars and a tuk-tuk – and the store also boasts a “cinema experience” section, offering self-service stations for popcorn, nachos, hotdogs and Italian gelato.
The initiatives have helped increase sales by £40,000 a week and rising, and the judges were blown away by the entry.
One said: “Amazing work from the new generation of a family business, demonstrating real out-of-the-box thinking”.
Another said: “It is great to see a store that has been in the same family for so long now showing such innovation.”