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Shopkeeper who enraged fishmonger neighbour by opening a seafood business sparks ANOTHER row

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The shop which enraged its fishmonger neighbours by starting its own seafood business faces another row after changing to a luggage store – infuriating the suitcase shop on its other side.

Long-established Fish Universe in Tooting, south London, had been dismayed when the premises next door became similarly named Fish World in October last year.

It ignited a war between the two, with Universe boss Rafa Kashefi, 34, even putting a legal disclaimer in the window warning customers they were not affiliated.

Fish World shut down this month and became Albarakah Goods Luggage and Accessories, finally ending the marine meat melee.

But any hope of peace on the street has proved short-lived – as Albarakah’s other neighbours is a 15-year-old shop selling suitcases and bags.

Anu Singh Sachdeva, 24, owner of World Super Store said he had been stunned when he saw the new business venture open.

He told MailOnline: ‘This is an absolute kick in the gut. They’re trying to sell bags and luggage now, which is something we’ve been selling for the past 15 years.

‘I feel like the way he has displayed the stuff is the same way we have been doing it – it seems like he’s doing the same as us.

Anu Singh Sachdeva, 24, owner of World Super Store said he had been stunned by the shop

Anu Singh Sachdeva, 24, owner of World Super Store said he had been stunned by the shop

Fish Universe, left, and World Super Store, right, have both been infuriated by the middle shop

Fish Universe, left, and World Super Store, right, have both been infuriated by the middle shop

Mr Singh Sachdeva's family business has been serving Tooting for the past 15 years alone

Mr Singh Sachdeva’s family business has been serving Tooting for the past 15 years alone

Transformed: Fish World has now become Albarakah Goods luggage and accessories

‘He told me he wasn’t going to copy me and that it would be different.

‘We have got loyal customers who know the difference – they are just a bit bemused his shop keeps changing.

‘I am hoping that it goes the same way as Fish World did.

‘There’s a pub opposite here and people have been joking he might do one of those next.’

This is the latest twist in a long-running row dating back as far as October last year.

It started when it opened up as Fish World, angering neighbours Fish Universe, which has been open for two decades. 

A local resident added: ‘Just walking past you could see Universe was attracting a lot more customers.’ 

MailOnline told in November how the fishy row had attracted huge attention. 

The rivalry had even gone as far as the then competing fishmongers’ uniforms. 

Employees at Fish Universe used to wear blue suits with the company name and number on. 

Fish Universe owner Rafa Kashefi, 34, wished the new luggage store well after it changed role

Fish Universe owner Rafa Kashefi, 34, wished the new luggage store well after it changed role

At the end of March Fish Universe's disclaimer went from the window hinting change was afoot

At the end of March Fish Universe’s disclaimer went from the window hinting change was afoot

Fish Universe had gone to the lengths to putting a disclaimer in its window against Fish World

Fish Universe had gone to the lengths to putting a disclaimer in its window against Fish World

Fish Universe claimed Fish World copied these blue uniforms, but the rival denied the claim

Fish Universe claimed Fish World copied these blue uniforms, but the rival denied the claim

Fish Universe had been in business for nearly 20 years but claimed it suffered from rival

Fish Universe had been in business for nearly 20 years but claimed it suffered from rival

When Fish World opened in October they were are using what appeared to be a very similar uniform for their staff.

At the time it insisted it had done nothing wrong and sold different Jamaican and African seafood and the only reason their outfits were blue are to match the colour of water.

Fish Universe splashed out to change all their staff uniforms to red, to make sure there was no confusion.

And the unusual row sparked plenty of comments among community groups who spotted the disclaimer in the shop window.

One joked: ‘I can’t believe they have opened right next door. Very shellfish of them.’  

Another added a comment laden with puns, declaring: ‘They probably love this plaice with their heart and sole. Does look and smell a bit fishy though, all the shops in the same roe.’

At the time Mr Kashefi told MailOnline: ‘We have had about 60 calls from customers asking what is going on. Every day we get customers ask us what has happened.

‘Next door used to be a meat shop until they decided to start selling fish just a month ago.

‘This is the family business. My cousin started it 20 years ago when the first branch opened in Walthamstow- the next one to open was in Fulham and then we opened.

‘We now have other branches in Sutton, Camden, Croydon, Penge and Hounslow. 

Fish World said it was not trying to mimic its neighbours and was a completely different firm

Fish World said it was not trying to mimic its neighbours and was a completely different firm

The two companies were in Tooting, South West London, and both feature blue branding

The two companies were in Tooting, South West London, and both feature blue branding

‘We have had to change all our staff uniforms to red. We have other branches all over London who all still use blue uniforms but we have had to change ours.

‘We work really hard to bring in customers but what they have done is just creating confusion. ‘Some of our customers wonder if they are an extension of us because they are wearing our old uniform and everything is so similar.

‘We are cheaper than them, we sell ten sea bass for £10 but they only sell seven sea bass for the same price. 

‘We love the business and have wonderful customers. When we opened the shop there were not many others in the area. We started from scratch, initially didn’t make much money but pulled long days and worked really hard to build the business into what it is now. 

‘In 2015 we faced competition from one business but they closed down six months later. They were not next door to us. ‘They had complaints from the council and the place was a stink. But this is different.

‘The notice we have outside helps us. A lot of people have read it and have posted it on social media.’

The sign it posted next to the front door warned punters they were a different shop to their next door neighbours.

The ‘important customer announcement’ reads: ‘Fish Universe is not associated with Fish World and does not promote, endorse or support this shop.

‘In no event will we be liable for any special, direct, indirect, consequential or incidental damages or any damages whatsoever, arising out of the use of a Fish World service or product.

‘We are highly qualified fishmongers, and we are passionate about fish and the environment.

‘Fish Universe opened its doors in December 2014 with the ambition of bringing the freshest and best quality fish to our customers in Tooting. 

‘We have stayed true to our core values, ensuring every single product we sell is the freshest, best quality available.

‘Fish World is not liable for any loss arisen from either the use of a Fish World product or service.

‘We are also not responsible for the accuracy of any information or advice given to you (by Fish World).’

Fish World had insisted it had done nothing wrong with an employee saying in November: ‘We are a different company with a different landlord.

‘We have different suppliers and a lot of our fish is Jamaican and African because people want that. They do not do any of that. 

‘Our layout is different and we are trying to do something new and different from them. They think we are copying them but we are not. We are not doing anything illegal.

‘We are blue because the colour is associated with the sea, and most fish shops are blue or yellow. Universe and World are not the same thing.

‘I do not need to address them or ‘rebutt’ anything they have said- everyone has their own businesses. Our layout is different and we have different suppliers too.

‘We are trying to get more business because there is lots of demand for what we are doing. We also sell meat and groceries as well which they don’t.’ 

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