A DESIGNER clothing shop in King Street won the Best Presented Award.

Pritchards Menswear took first prize, with The Kup-cake Kitchen Cafe and Tanners Wines Ltd as runners-up.

The award was given to the HBID member business that is trying to improve the shopping environment by presenting their shop front at its best.

This could be through eye catching window displays that helps to draw customers in or could be by keeping their building looking at its best through regular cleaning and decorative touch ups.

At Pritchards, there is a wide range of men's designer clothing and accessories from top fashion brands.

Owner Edward Pritchard said they were thrilled to win the award and he said the Shire Hall was completely transformed for the evening.

He sees retail as a form of theatre and aims to give the best experience from a visual perspective.

He said: "It has always been our aim to make the very best of it and try and make it something special for Hereford.

"We have always spent time and money on display and staff training, which I suppose is why we are still here after 182 years."

They spend a lot of time in the lighting and display of products and have travelled widely to assimilate changes in retailing, but always to adapt it with regard to their knowledge of customers and their needs.

They have been finalists in national retail awards three times and once for best shop design. Over the years they have entered many display competitions and have won in four national and one European competition.

On the same night at the awards in Hereford there was an open evening at Pritchards to show customers the new brands arriving.

The displays are changed every one to two weeks to show off new collections and seasonal changes.

Edward added: "Presentation is everything. We are lucky as we do sell premium brands - they always look nice."

The award was presented to Edward by Darren Evans from Flannels.