Three keys to success for South Molton Pannier Market

A North Devon market which has won national awards three years in a row is setting its sights on a fourth as its popularity continues to grow.

South Molton Pannier Market won the best community market award in 2023 and 2024, and the UK’s best market attraction in 2025, in competitions organised by the National Association of British Market Authorities (NABMA) at the Great British Market Awards. 

Now market manager Adam Nichols has set his sights on winning more awards next year, and is clear why the facility in the centre of South Molton has proved so popular. “Number one thing, the stallholders,” he said. “They really work together as a family. There's no cliques in here, everyone supports each other. And they just have a really good attitude, which makes the atmosphere electric.

“Secondly,  we have a really good range of stalls, with lots of homemade, local goods that people like. And thirdly, we're very well supported by the customers.”

In addition to three awards, South Molton also gained a national showcase in the Love Your Local Market 2025 campaign in May, which highlighted the role of markets in community life across the UK.

At a time when high streets are struggling, South Molton Pannier Market is thriving, with 55 regular stallholders, and a waiting list for traders. Many have been trading in South Molton for many years and some have re-located from other markets, attracted by the vibrant setting and high footfall, boosted by the ‘award-winning’ tag.

For Adam, a former stallholder himself, maintaining the footfall is the biggest challenge. “You've got to keep it interesting,” he said, “Because the customers do want to see something different every week.”

Adam believes the key to this is the variety of stalls on offer. “We have to have a good blend and variety of goods in here. We don’t want five stalls selling the same thing, It's not good for the customers. The big thing is variety and making it interesting to both locals and tourists. So we go for local quality.”

Regular stalls include fresh produce, meats, flowers, wools, cards, cheese, pet treats, books, sweets, gifts, household essentials, handmade goods, bread, cakes and more.

The market began life in the Grade One listed Guildhall, which was constructed between 1739 and 1741.

In 1860 South Molton Town Council made the decision to build a new covered area for stall holders. A property next to the Guildhall was bought with the foundation stone being laid in 1863. Over the market was built the large Assembly Room with an arched ceiling. The Pannier Market was opened in February 1864 by the Mayor of South Molton.

Adam said South Molton Town Council was still hugely supportive of the facility, which sees itself as a central part of the local community. Initiatives to maintain those links have included working with local shops to promote events, and offering free stalls for local charities. 

Looking to the future, Adam is keen to see more young traders getting involved and maintaining the positive experience for customers. “If you check our reviews online, people usually love the atmosphere,” he said.

“They feel welcome. They love the variety and the chats they have with the stallholders.”

Stallholders, too, enjoy selling their goods at the market. Former builder Mike Seatherton started his stall dedicated to selling his own artwork just over 12 months ago. He said: “What I like about the market is that when I came in here, I was made really welcome, and I've seemed to have fitted in quite well really. I like the atmosphere, great customers.

“It's very enjoyable.”

Fellow traders Claudia and Allan Frewin took over their pet goods stall in 2018, although the stall itself has been going for 35 years. Claudia said: “South Molton market is quite unique.

“It's probably the busiest market I know. It's the most varied with the most amazing customers and the most amazing stallholders. We're quite a little family. It's a great atmosphere and the building is wonderful.”

Allan added: “And what's really good about this is it has the arts and crafts, it has antiques and the little specialist bits and pieces, but it also does the basics. You could literally go round and buy everything else you need.”

South Molton Pannier Market is open every Thursday and Saturday, 8.30am to 1pm, with additional events such as regular flea markets and salvage fairs throughout the year. See www.southmoltonpanniermarket.co.uk for regular updates.