The force is strong at Jedi Robe

A LONG time ago, on a roundabout far, far away, a shop opened in west London that provided a gateway into another galaxy.

The unique Jedi Robe store claims to sell more Star Wars memorabilia than anywhere else in the UK and possibly the world – all from the Target roundabout in Northolt.

High quality costumes, action figures, masks, T-shirts, notebooks, toys, light sabers – if it’s a Star Wars related product, it’s sold here.

Fans travel from across the world to visit the shop, including actors who have starred in the film franchise.

Now in its 10th year, we met Jedi Robe’s owner Wayne Bower to talk about how he turned a lifelong passion into a dream job.

■■Episode I: A Jedi is Born

It all began several years ago with an invite to a fancy dress party and an urgent need for a good costume.

“I hadn’t been to a fancy dress party before,” said Wayne. “I didn’t have much money at the time to buy a full costume. I bought myself a Jedi robe from eBay.

“I had a fabulous time. When I woke up in the morning, I thought there must be a whole bunch of men and women who would like to experience what I did.”

Wayne, now 47 and a former media executive, contacted the Asiabased suppliers of his original robe and proposed entering into business with them.

“I gave them my idea and within an hour he had come back to me with a trade price for a box of Jedi robes,” said Wayne.

“This was the birth of Jedi Robe – hence the name.” ■■Episode II: The Empire Grows

From that early box of Jedi Robes, Wayne rapidly expanded the business. Much of its trade was and remains largely transacted online, but Wayne was insistent he needed a walk-in store.

“I knew that I wanted my business to be in London,” he said. “It needed a shop so I could interact with customers and collectors.

“Jedi Robe does not belong in a warehouse. It needs to be accessible.”

In May 2009, the Jedi Robe Store in Wayne’s home borough of Ealing, in Church Road, opened just a few doors down from a McDonald’s.

It may not be a West End mega store, but the location almost reflects Wayne’s business ethos.

“All the big retailers sell Star Wars goods. What makes Jedi Robe different is that we have the ability to research, source and sell 40 years of Star Wars memorabilia – as long as it’s new and unused.”

The store helps give a new home to personal collections that may have been formed over 20 or 30 years – a job Wayne handles with compassion.

“It comes a time when they are maybe building a new extension or moving house or their partner simply wants a room back in their house,” said Wayne.

“Jedi Robe is a really good home for not only the items they are trying to sell, but also for the collector who has been collecting a long time. He is emotionally linked to these products.”

■■Episode III: The Power of the Jedi

Since the first film (Episode IV: A New Hope) was released in 1977, Star Wars has become a film phenomenon.

A classic tale of good versus evil set on an intergalactic backdrop, it has since spawned 10 further films in the form of prequels, sequels, spin-offs and feature length cartoons, as well as all manner of toys and branded products.

In 2012 Disney bought the Lucasfilm production company and embarked on creating a whole new set of films, with another due in 2019.

Over in California and Florida, Disney is also building the Star Wars: Galaxy’s Edge world to its theme parks.

So what is it about Star Wars that fans so adore?

“Why Star Wars?” said Wayne. “There is something magical that has been able to engage the minds of children and adults like no other film has ever done before.

“We don’t necessarily know why Star Wars has had that affect. The only thing we do know is that our customers see a part of that film in our own lives or in history. People relate to this film almost like a love story.”

■■Episode IV: Attack of the Toys

The product range at the Jedi Robe store is remarkable – toy blasters (laser guns), bags and backpacks, gift wrap, greetings cards, alarm clocks, door mats, aprons, stationary and even chopsticks.

Fans can also buy action figures and replica outfits of all the characters from the Star Wars universe.

“The most popular items that we sell are of course light sabers. Everybody loves a light saber,” says Wayne.

Many of the store’s products are vintage collectibles. In fact, half of all the toys its sells are more than 25 years old. There are even some toys in their original packaging dating back to 1976 – a year before the first film came out.

“The most expensive action figure is a little Yoda character launched in 1977. It goes for about £5,000,” said Wayne.

“We also sell some really quirky, quite special items, like our Darth Vader and Storm Trooper salt and pepper shaker or our furry Chewbacca notebook.”

The store’s range of costumes are impressive in their detail, with popularity surging from Halloween to Christmas and into the early months of the year during European festival season. They do not come cheap though, a fully-kitted out Stormtrooper outfit setting you back around £1,000.

■■Episode V: The Fans Awaken

Over a decade, as Jedi Robe has expanded, the fans have continued to flock to its shop and online business.

Wayne now helps supply products to new franchise owner Disney, including the parks in Florida and Paris, as well as Legoland, Hamleys and Madame Tussauds.

Around 70% of Jedi Robe’s trade is from outside the UK and it has now opened an office and distribution centre in Georgia in the US.

“We now have thousands of children of all ages, from five to 105,” he said. “They not only travel from towns and cities all over the UK, we have many customers that travel from all over Europe.”

Some fans will plan their holidays to London around a visit to the Northolt store.

“I’m entering my 10th year. Every day when I walk through the front door I still pinch myself,” said Wayne.

“One, because we’ve survived so long and, two, because we have an amazingly loyal group of customers and visitors.

“Nobody smiles more than when they come into Jedi Robe. It’s like a cavern of magic.

“We probably hold more individual Star Wars items than anybody in Europe and the UK. It’s possible we hold more items than anyone in the world.”

Character actors and extras from the films regularly pop into the shop. Warwick Davis swung by recently. “We’ve had a number of actors come in say hello and tell us their stories. We always keep the kettle on,” says Wayne.

“Every now and then one of these actors will walk in. They will look at the action figures and they will pick up a figure and they are the character. They are the toy inside.”

■■Episode VI: The Future of the Force

For Wayne, one of his favourite times of the year is its annual fun day in aid of Great Ormond Street Hospital.

People dress up, there is face painting and plenty of photo opportunities.

“The work they do there is truly amazing. Because Star Wars is made for children, it was the perfect link up,” says Wayne.

He is proud that the business has weathered the recession and the ongoing Brexit uncertainty and is looking forward to celebrating its 10th anniversary with customers.

The arrival of the new films and a whole new range of products presents new challenges and opportunities, which Wayne welcomes.

“When I launched Jedi Robe I had no idea that Disney would take over Star Wars,” he says. “We were unaware that a whole new set of blockbusters and cartoon series were going to be launched.

“I love the original films because I’m of that age. I really enjoyed the films that were released in 1999, while Disney, for the last 50 years plus, have made the most memorable and probably some of the best films that we know.

“If you take the Disney magic and you couple that with Star Wars, the future’s good for fans.”