Swindon’s only independent comic book shop is preparing to chalk up 15 years in business — no small feat in a town where the high street has seen its fair share of comings and goings.
The Incredible Comic Shop, now a familiar fixture on the first floor of the Brunel Centre, began life modestly enough in the covered market back in June 2011. Founder Johnathan Brown, a lifelong devotee of all things comic, set up the stall with friend and colleague Troy Loveday after the pair worked together at the Wyvern Theatre.
“We worked together for about a year, and I managed to persuade him to open the shop with me,” Johnathan recalls. “Comics have always been my thing — it’s a hobby that rather got out of hand.”
Out of hand, perhaps — but in the best possible way. What started as a market venture has grown into a specialist shop carrying around half a million titles, a far cry from the 10,000 or so comics Johnathan stocked in those early days.
The move to the Brunel Centre came in 2016, landing — fittingly — on Free Comic Book Day, the global event held each year on the first Saturday in May. That sense of timing has followed the shop ever since; its later move to a permanent unit also coincided with the same annual celebration.
This year, the shop will once again mark Free Comic Book Day on 2 May before rolling into its 15th anniversary celebrations in June.
“It’s a nice way to do it,” says Johnathan. “You’ve got a big event already bringing people in, and then we carry that momentum through to the anniversary.”
The shelves tell a story of changing tastes as much as business growth. While superhero staples from Marvel and DC remain a reliable draw, there’s been a noticeable rise in demand for Japanese manga — a trend mirrored across the UK.
“People are branching out,” Johnathan explains. “Comics aren’t just capes and masks. You’ve got romance, crime, horror, sci-fi — there’s something for everyone if you give it a go.”
That broad appeal has helped build a loyal customer base, with some regulars having shopped there since day one. The shop now employs five staff, each sharing the same enthusiasm and depth of knowledge that has become part of its reputation.
Not everything has stayed the same, however. Co-founder Troy Loveday stepped away from the business two years ago, leaving Johnathan to steer the shop into its next chapter.
As for favourites, there’s no great surprise. “The shop was named after The Incredible Hulk,” Johnathan says. “I’ve always been a big fan — and I still read pretty much everything that comes out.”
A spokeswoman for the Brunel Centre praised the milestone, describing the shop as a “beloved fixture” and wishing it continued success in the years ahead.
In an era where independent retailers often face an uphill battle, The Incredible Comic Shop’s steady growth suggests there’s still room — and appetite — for specialist shops that know their audience.
Fifteen years in, it seems Swindon’s comic fans wouldn’t have it any other way.
