{"id":72062,"date":"2026-06-28T11:41:50","date_gmt":"2026-06-28T11:41:50","guid":{"rendered":"https:\/\/www.europesays.com\/britain\/72062\/"},"modified":"2026-06-28T11:41:50","modified_gmt":"2026-06-28T11:41:50","slug":"inside-the-quiet-london-neighbourhood-where-wimbledon-creates-a-middle-class-carnival","status":"publish","type":"post","link":"https:\/\/www.europesays.com\/britain\/72062\/","title":{"rendered":"Inside the quiet London neighbourhood where Wimbledon creates a ‘middle-class carnival’"},"content":{"rendered":"

Traders in a usually sleepy South London enclave are gearing up for a \u201cmanic\u201d fortnight as the Wimbledon Championships<\/a> take centre stage. Every day from Monday, June 29 until Sunday, July 12 tens of thousands of people will file out of Southfields station<\/a> to watch the world\u2019s best tennis players go head to head.<\/p>\n

World Cup fever might have taken over the rest of London, but shopfronts in Southfields are instead decorated with green and purple bunting as they prepare for the annual influx of customers. Sasha Rickerd, manager of Lark gift shop in Replingham Road, said the area transforms into a \u201csmall, middle-class carnival\u201d during the tournament.<\/p>\n

\u201cIt feels really festive,\u201d she told MyLondon. \u201cSouthfields has an amazing community and is great at finding opportunities to celebrate. I have a 14-year-old son who loves it because loads of brands are handing out free food and drink every day, but just generally it creates a jolly atmosphere.<\/p>\n

\u201cLots of people rent out their spare rooms during the tournament, while I know some people who sleep on their friend’s floor because they\u2019ve let their home out to a player.\u201d<\/p>\n

\"Sasha<\/p>\n

Sasha Rickerd describes the annual tournament as a ‘small, middle-class carnival'(Image: Facundo Arrizabalaga\/MyLondon)<\/p>\n

Across the street in The Village Butchers, owner Terry Bertie Murray is preparing to order in extra steaks due to how popular they are among players and coaches.<\/p>\n

\u201cI don\u2019t know much about tennis, so we\u2019ll often be chatting to someone who comes in every day for a week and then a customer will say \u201cdon\u2019t you know who that is?!\u201d he said. \u201cA lot of players come here as they are staying nearby and want to eat well, while lots more people are now staying in Airbnbs instead of hotels so will choose to cook for themselves.<\/p>\n

\u201cThe Americans love it as they don\u2019t have these businesses at home. We can show off what we do in Britain, it\u2019s really nice to have a manic two weeks in a quiet area.\u201d<\/p>\n

\"Southfields<\/p>\n

Some Southfields businesses have complained about losing customers due to more food and drink outlets opening within the Wimbledon grounds(Image: Facundo Arrizabalaga\/MyLondon)<\/p>\n

Although the Championships are held in SW19, most spectators use Southfields station instead of Wimbledon because it\u2019s a much closer walk. This means local businesses along the route are in a prime location to cash in on the wealthy global crowd travelling to and from the venue.<\/p>\n

Despite this, many traders have accused All England Lawn Tennis Club of treading on their toes by increasing the number of food and drink outlets within the grounds. During a City Hall meeting last year Assembly Member L\u00e9onie Cooper described the tournament as a \u201cblack hole\u201d that sucks out potential revenue for local businesses.<\/a><\/p>\n

She claimed spectators are essentially bussed straight into the grounds, meaning local businesses are unable to benefit from the major sporting event.<\/p>\n

\"Michael<\/p>\n

Michael Cromer is opening a temporary bar to cash in on the influx of visitors(Image: Facundo Arrizabalaga\/MyLondon)<\/p>\n

Despite this, Michael Cromer, who owns neighbouring tapas and fish and chip restaurants opposite Southfields station, is keen to target the evening crowd walking back to the London Underground<\/a> station.<\/p>\n

He\u2019s currently transforming one of his counters into a bar so spectators can enjoy a pint after the day\u2019s play. \u201cWe\u2019ve been here for 25 years so regulars remember us and come back every year,\u201d he told MyLondon.<\/p>\n

\u201cIt\u2019s definitely our busiest time of the year and we get a whole new group of customers. We get lots of Americans and Canadians but it\u2019s generally people from across the world.\u201d<\/p>\n

\"Tennis<\/p>\n

Tennis shop manager Darren Powell said professional players regularly visit in the run up to Wimbledon(Image: Facundo Arrizabalaga\/MyLondon)<\/p>\n

Darren Powell, who runs All Things Tennis on Wimbledon Park Road, describes the tournament as his \u2018Christmas period\u2019 and often keeps the shop open until 10pm for the fortnight.<\/p>\n

He said: \u201cThis week everyone is hiding indoors from the heatwave, but normally we\u2019d be very busy during this period. People also seem to get the tennis bug for a few weeks after the Championships, so they\u2019ll come in to re-string their old racket or buy a new one.\u201d<\/p>\n

Similar to the nearby butchers, Darren also sees a number of famous faces walk through the doors of his shop. He added: \u201cLast week we restrung rackets for Grigor Dimitrov and Giovanni Perricard and Andy Murray used to regularly come in while he was playing in the tournament.<\/p>\n

\u201cWe\u2019re the closest specialist tennis shop to any grand slam venue in the world, so it\u2019s a really fun two weeks.\u201d<\/p>\n

Looking for more from MyLondon? Subscribe to our daily newsletters here<\/a> for the latest and greatest updates from across London.<\/p>\n","protected":false},"excerpt":{"rendered":"Traders in a usually sleepy South London enclave are gearing up for a \u201cmanic\u201d fortnight as the Wimbledon…\n","protected":false},"author":2,"featured_media":72063,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":"","_share_on_mastodon":"0"},"categories":[26],"tags":[27,1733,12239,32943],"class_list":["post-72062","post","type-post","status-publish","format-standard","has-post-thumbnail","category-london","tag-london","tag-wandsworth","tag-wimbledon","tag-wimbledon-tennis-championships"],"share_on_mastodon":{"url":"https:\/\/pubeurope.com\/@UnitedKingdom\/116827556797302058","error":""},"_links":{"self":[{"href":"https:\/\/www.europesays.com\/britain\/wp-json\/wp\/v2\/posts\/72062","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.europesays.com\/britain\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.europesays.com\/britain\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/britain\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/britain\/wp-json\/wp\/v2\/comments?post=72062"}],"version-history":[{"count":0,"href":"https:\/\/www.europesays.com\/britain\/wp-json\/wp\/v2\/posts\/72062\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/britain\/wp-json\/wp\/v2\/media\/72063"}],"wp:attachment":[{"href":"https:\/\/www.europesays.com\/britain\/wp-json\/wp\/v2\/media?parent=72062"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.europesays.com\/britain\/wp-json\/wp\/v2\/categories?post=72062"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.europesays.com\/britain\/wp-json\/wp\/v2\/tags?post=72062"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}