Our story · Latifs Blackheath
Family roots.
A place in the community.
From family roots to the heart of Blackheath, our story has always been about people.
Hard work, honest value and a warm welcome. These are the things that have shaped Latifs, and the things we carry forward today.
The family roots behind our story.
Where our values began
A family tradition
of service
Our family’s retail story began with our grandfather, Al Hajj Mohammed Latif, who established the original Latifs business in Digbeth.
His approach was simple: work hard, treat people fairly and look after your customers. More than a way of doing business, those values became part of our family life.
They would go on to inspire a new chapter in Blackheath.
A new chapter · 1989
A small shop.
A lasting connection.
In 1989, his son, Mr Ash Latif, began his own independent business in Blackheath.
It started as a small corner shop at 7 Long Lane, offering useful everyday products, fair prices and the kind of friendly, dependable service that brings people back.
With hard work and the support of local customers, that small beginning grew into a familiar part of the community.
Ash Latif (left) and Al Hajj Mohammed Latif (right).
Growing with our customers
From Long Lane to the High Street
As the business grew, Latifs moved to a larger shop at 22 High Street, Blackheath, Rowley Regis. More space meant more ways to help our customers, while keeping the personal service that made the first shop special.
Our beginning · 1989
7 Long Lane
Ash’s independent Blackheath business begins in a small corner shop.
Our High Street home
22 High Street
A larger shop, a wider range, and the same welcome for our local community.
The next chapter
In store & online
The family continues the story, bringing Latifs to more customers through LatifsDirect.com.
Carried forward by his sons
The next generation.
The same family values.
Today, Ash’s sons carry the business forward, building on the foundations he laid and the values passed down through the family.
We listen to what our customers need, help them find practical solutions and keep working to make shopping with us easier, whether they visit us in Blackheath or order online.
From hardware, tools and decorating supplies to kitchenware, household essentials and garden products, our aim remains the same: useful products, honest value and a helping hand.
What matters to us
More than a place to shop
Honest value
Practical products and fair prices, with respect for every customer.
A friendly helping hand
Personal service, useful advice and a team who take time to listen.
Part of the community
Proud to serve Blackheath and Rowley Regis, and the generations of families who shop with us.
Proudly serving our community since 1989
Thank you for being
part of our story.
Some customers have been with us since the early days. Others now visit with their children and grandchildren. Every familiar face and every new one is part of what makes Latifs special.
Thank you for your loyalty, your support and for choosing a family business. We look forward to welcoming you, in store and online, for many years to come.
Latifs. Get The Job Done.
Come and say hello
Latifs, 22 High Street, Blackheath
Rowley Regis, B65 0DR