Douglas Sage started work in menswear at the age of 14 and retired owning his own shop at 90.

He died last year and his daughter Tracey now runs the family business – Peter Douglas in Broad Street, Wells.

Her dad worked at Nortons, a ladies and menswear shop in Wells High Street where Waterstones is now. When it closed he opened his own shop in 1979.

Tracey, who did a week's work experience at the menswear shop in 1984 and never left, said: "The particular brands we offer are not readily available elsewhere.

"We have built Peter Douglas's success on providing good service and have a very loyal clientele who are prepared to travel."

It is the last remaining menswear shop in the city and to mark the shop's 40th year Tracey was presented with a commemorative plaque by Wells Civic Society.

"This series of plaques are part of our campaign to support the long-standing independent family businesses which give the city its unique character as a shopping centre," said Philip Welch, the civic society's vice-chair.

"Wells businesses who have already received one of these plaques include Whitings, Griffiths butchers and Powell's shoe shop. Two more will follow."