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Inspired by the traditional fromageries found all over France, Peter Rich opened the first Jeroboams shop in London’s South Kensington in 1985. This shop sold a wide variety of cheeses, each sourced from farms and cheesemakers across Europe, which were individually matured by the Affineur and brought to perfection by expert staff before reaching the customer. While the emphasis was initially on cheese, Jeroboams also stocked a range of speciality foods including charcuterie, oils and foie gras. Most importantly, Jeroboams also stocked a wide selection of fine wines and champagnes. The formula was a success and new shops in London’s Holland Park and Belgravia superseded the original premises. The Jeroboams Cheese Club was created allowing members to receive a selection of seasonal cheeses in peak condition each month or to send them as a gift. A mail order service was established making it possible to deliver a mouth-watering range of cheese selections, hampers, fine foods, wines and Champagnes. In 1996, to expand sales of wines and champagnes, Jeroboams acquired the London retail wine merchants Stones of Belgravia and re-branded the shops as its own. March 1999 saw Jeroboams acquire Laytons Wine Merchants, the shipper and retailer of fine wines. Laytons, founded in 1934, had built up a reputation both for its innovative approach to buying from the classic wine producing areas of the world. The three Laytons shops were re-branded as Jeroboams. On the back of the expertise derived from the acquisition of Laytons, a Jeroboams private customer sales team was established offering friendly, market-aware advice to those unable to visit the shops and delivering wine to customers throughout the UK. In April 2003 the group acquired Mr Christian’s Delicatessen; an ‘institution’ in London’s Notting Hill for over thirty years. Then, in October 2004 a Jeroboams wine merchants sprung up next door to complement to fine foods sold in Mr Christian’s. La Réserve joined the family in November 2004 with the shops re-furbished and re-branded as Jeroboams. The acquisition included leading whisky specialist retailer Milroy’s of Soho, in London’s Soho. A Milroy’s of Soho website at milroys.co.uk also allows the visitor to browse amongst and buy from a selection of over 500 whiskies and spirits from around the world. October 2005 saw the opening of a new Jeroboams wine shop in St. John's Wood. In addition to the shops trading as Mr Christian's and Milroy's of Soho, there are now eight Jeroboams shops in central London, all selling a comprehensive range of wines, fine wines and Champagnes and one also selling a selection of cheeses, charcuterie and other fine foods. Amongst other accolades in 2005, Jeroboams was awarded the title 'Greater London Wine Merchant of the Year 2005' followed by the even more significant 'Regional Chain of the Year 2006' at the prestigious annual International Wine Challenge awards. – Description from markomkc

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