Towie curse strikes again as Joey Essex forced to close Brentwood store amid claims he ‘didn’t want to know’ customers
FORMER Towie star Joey Essex is shutting down his clothes store amid claims he has failed to fit in with locals where much of the hit TV series is filmed.
The 25-year-old became a celebrity after the launch of the ITV show and was welcomed by the crowds when he opened his boutique Fusey in Brentwood, Essex, March 2013.
The scripted reality television soap opera which is in its 17th series was largely based in the town.
But local traders claim he has since been unwilling to be part of the community and "didn't want to know" when they tried to involve him.
They claim this has lead to the demise of the fashion store in the town which at one point had 13 shops owned or run by Towie stars.
Nigel Clarke, who owns The Hair Company, which is on the same road as Joey's shop, said: "Joey just didn't seem to want to be part of the community down here.
"People like owners who are born and bred in Brentwood seem to get involved with the community and the other shops.
"The likes of Joey Essex - we tried to get him involved and he didn't want to know.
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"Down here we all try and help each other but he hasn't been here for at least three months.
"Even then crowds were diminishing."
Fusey is the second Towie shop to shut in Brentwood, after Harry's World, a jewellery, clothes and accessories boutique, closed in March.
Owner Harry Derbidge, 21, said he had chosen to concentrate on his online business.
Former cast member Charlie Sims also sold his High Street delicatessen late last year.
Lin Heath, who owns homeware and accessories shop, French Quarter, said she is always sad to see an independent store close.
She said: "At one point there were 12 or 13 Towie shops including Joey's and he sold nice men's clothing.
"The shame of it is that the ones still making a success are putting in the time and effort.
"When you have a business like that you still have to put in a certain amount of effort to make that business successful.";
But yesterday Joey denied he was closing Fusey because of lack of trade - insisting that his business was moving online.
He said: "Eighty per cent of Fusey business is now online and I want to concentrate on developing that.
"I also hope the other traders in Crown Street can continue to be successful when we close as I appreciate a few were unhappy with the thousands of fans that visit my shop stating it affects their business."
In December 2014, Crown Street traders criticised Joey's decision to visit his store on one of the busiest shopping days of the year.
There are now nine Towie shops in the town but most belong to former cast members.
However many traders believe the Towie 'epicentre' is shifting from Brentwood to the East London areas of Hornchurch, Romford and Loughton.
Michael Norcross, boss of the Sugar Hut nightclub, said he had noted a drop inthe number of Towie tourists to the nightspot.
He said: "It would appear Towie is moving towards Romford and Loughton and that's where most of the current members live.
"The show doesn't realise the pull of cast members' businesses that take them to the other areas, like Lockie's Kitchen in Romford and some of the clothes shops.
"Towie itself has just filmed a series and they did come to Brentwood. I think on the whole Towie is on the slide.
"Shops are closing down because there is no one going in them.
"The days are gone where tourists would flock by the dozens.
"I'm sure there are many more to go yet."
Other ventures linked to the show which have set up outside of Brentwood include James Lock's Lockie's Kitchen in Romford and the Circuit nightclub in the same town which is part owned by Tommy Mallet.
Lewis Swan, director of Brit Movies which organises Towie Tours, says the stores operated by East London cast members are the ones thriving.
Danielle Armstrong's Hornchurch-based shop Danni's Boutique and Lydia Bright's Bella Sorella in Loughton are doing well according to Mr Swan.
He said: "We're more involved with Lydia's in Loughton and Danni's in Hornchurch.
"These shops tend to make more of an effort with us.";
He added: ";I think a lot of complacency has set in with some of the shops in Brentwood.
"They know it's fairly easy place for fans to go to.
"There have been reports of rudeness in the shops."
Michael's nightclub on Brentwood High Street still boasts full capacity on Saturdays but only 19 per cent of revellers travelled further than eight miles to the club compared to nearly 30 per cent in previous years.
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