Newton Abbot's 191-year-old family-run shoe retailer has triumphed over the tough economic climate and opened a new branch in upmarket Exeter city centre.

E Ridgway & Son Limited can trace its roots back to 1820 when the firm began as cobblers in the town.

Seven generations and several different stores later, its shop in Bank Street now stocks more than 20,000 pairs, making it the largest shoe retailer in the area.

The company, which employs more than 30 people, is led by Matt Ridgway, who took over from his father David seven years ago.

He said: 'I don't feel like I own the business, just looking after it for a while.

'We haven't really been affected by the retail slowdown as when times are tough more people want their feet measured and buy quality footwear that fits and will last.

'Like my father before me, my name is above the door so I won't buy rubbish.

'When I go to pick the children up from school parents would soon tell me if I did. they trust us.

'We've been looking to expand for some time and when the shop in Exeter came up it was the right opportunity.

'I'm doing this now because aged 40 I have 25 years or so left to work and if I don't keep moving I'd get bored.'

The new premises are located in what estate agents describe as a prestigious area of the Exeter city centre, directly opposite the cathedral.

It will be managed initially by seven new staff and Mr Ridgway said he was proud to be offering employment opportunities.

'We invest very heavily in staff training as that's important for quality customer care,' he said.

'To be able to expand is fantastic, we're absolutely thrilled to be in Exeter.

'We're a family firm and always will be. It's lovely to be able to show our staff that the business has a future.'

Among Ridgways' better known customers is business secretary Vince Cable MP.

When campaigning in Newton Abbot for last year's general election he broke off from chatting to voters to buy himself two pairs of shoes, one a pair of traditional Barkers, prices of which start at £130.

'He was delighted with them,' said Mr Ridgway.