Diss young entrepreneur turns sweet shop into clothing store in St Nicholas Street

A young entrepreneur is following his dream by turning his sweet shop into a high-end clothing store.

Joe Kerry, 21, launched USA Sensations sweet shop in St Nicholas Street, Diss, in September 2022.

It sold everything from Hersheys chocolate and Takis to Twizlers, Nerds and Jolly Ranchers.

But while on holiday in Lanzarote three weeks ago, Joe decided to follow his real passion of selling clothes.

“The sweet shop had been going really well but, when I was on holiday, I decided I wanted clothing to be my future,” said Joe, who lives in the town.

“I have already been running an online store for clothing with a brand I started called Prestige Edition Clothing.

“It features hoodies, T-shirts, jackets, tracksuits and other items I buy in and then brand myself as Prestige Edition clothing.

“I had been selling all over the world and decided clothing was wanted I wanted to do full-time.”

Redefine Clothing Store opened on August 16 in the same location as the former sweet shop.

It sells a wide range of brands, including Canada Goose, Lacoste Essentials, Calvin Klein, Nike trainers, Dolce & Gabbana, Billionnaire Boys Club and Diesel, amongst others.

Joe is also launching a second clothing brand especially for the shop, called Redefine Clothing.

He will be selling items from this in the shop and through a website he is launching within the next week.

It is a more high-end brand and includes everything from T-shirts to jumpers, shorts and shirts.

“I found a wholesaler in Portugal who produces high-quality clothing, which I will then rebrand as Redefine,” he said.

“People have been very supportive, even though customers have said they will miss the sweet shop.”

Redefine Clothing Store is open daily, from 10am to 5.30pm, closing an hour later on Thursdays. It is closed
on Sundays and Mondays.

Joe added: “I will also be selling many of the clothes cheaper than you can get online, both for the well-known brands, and my own.”