Trade Secrets closed in early April 2011. This followed the fire next to its showroom. And it's been shut ever since.
First came window bills to say that the closure was down to fire damage. Then, the reason was redecoration. Suddenly, the name fascia name Trade Secrets was painted out, in spite of a change from Seconds Ahead only in March 2010.
Now, we see Ellie Louise across the facade. To me, it sounds like a store aimed at fashion conscious teenagers, though the giant posters proclaim that Ellie is a purveyor of ladies' and men's fashions. The name's a little more modern than once was Ethel Austin.
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