A FAMILY business with more than 100 years retailing history is embracing the internet and reaping its rewards.

Havens department store has been a permanent fixture in Hamlet Court Road, Westcliff, since 1901 and upholds its traditional values of good service and quality goods.

But while tradition might be integral to its reputation, there is no denying the store has grasped the importance of the internet.

Sales from the store's website are now worth 25 per cent of its total sales. The growth of the website since it was set up eight years ago has been described by one of the company directors as "ridiculous".

Nigel Haven runs the store with his brother, Paul, 47, and semi-retired father Graham, 73.

Nigel, 49, said: "This Christmas we have been fighting to get products out which have been ordered online from across the country and even worldwide.

"Online sales used to make up about 10 per cent of our sales, but it has seen tremendous growth over the past three years and we are looking at 25 per cent this year. It's ridiculous. The internet is an integral part of the market, and the way people are shopping now."

He said customer numbers slowed for a while, but were now returning, with people looking for specific products the store stocks.

A loyal local customer base remains, but Havens realises it is fighting perceptions by some it is expensive or still only sells china and glasswares. There are also the giants of Lakeside and Bluewater to contend with.

Nigel, who started his retail career at John Lewis before joining his brother and father at Havens, said: "We are competitive and have a promise to price match. On the website we don't suffer the same perceptions, but the store is seen as old fashioned. When people come in, they realise we sell much more and are competitive."

The company, which employs 17 staff, is almost a world away from the original shop that made its name specialising in glassware and china.

It was set up by Nigel and Paul's great-grandfather, Rawdon, in a small shop opposite the current one, which opened in 1920. By 1935, it had three floors of merchandise. Nigel said: "In the early years, china and glassware was very aspirational. There were many inspiring brands like Royal Doulton, Edinburgh and Wedgwood.

"Today, some brands are not so relevant or appealing to the consumer. We introduced Jasper Conran, Jamie Oliver and Nigella Lawson, which are more relevant and funky.

"We have always been fairly innovative in bringing new departments such as jewellery, cosmetics, perfumes and, most recently, ladies' fashion. We are very much a quality gift store."

The future looks prosperous for Havens, which has potential directors in the making, with Nigel's children Veronie and Michael already helping out in the holidays and Paul's son Harry taking an interest.

Nigel added: "A shop like Havens must evolve and change or it will die. We have been very positive in evolving and adapting and hope to continue for many more years to come."