Visit Us • Congresbury, North Somerset • Country Innovation

Discover the Country Innovation Store

Nestled in the historic and bustling village of Congresbury in Somerset, Country Innovation provides a unique selection of clothing, footwear and accessories for the outdoor enthusiast. With some fantastic locations nearby, many customers combine a visit to the store with a visit to Chew Valley Lake, The Somerset Levels and Avalon Marshes, The Mendips, The Quantocks, Cheddar Gorge etc. The shop is situated 10 mins from junction 21 of the M5, so it’s an easy detour if you are en route south to Devon/Cornwall or north to the Midlands.

We specialise in producing our own Country Innovation products, which have been meticulously thought through to ensure they meet our customer’s needs. They are particularly designed for bird/wildlife watchers and photographers, with plenty of pockets and rustle free fabrics, but are equally suited to anyone looking for top-notch outdoor clothing.

Learn about our products

Our Ventile jackets, smocks and trousers are made from a 100% cotton fabric originally developed during the war to keep pilots alive if they had to ditch into the sea. The Rover Jacket was the first Ventile product developed, and remains so successful, that over 20 years later, the garment is still our best-selling line.

With customers worldwide and several celebrities and industry leaders sporting the weatherproof, windproof and breathable Ventile garments, you can rest assured that the quality and longevity of the Country Innovation range of clothing is backed by professionals the world over.

In addition to the Country Innovation range, we also carefully select other brand partners whose products reflect our extremely high level of quality, such as Grisport walking boots and shoes, Tilley hats, Craghoppers shirts and trousers, Sealskinz gloves and hats and Healthy Back Bags.


Meet the Team

Maria Chilvers

Chief Cook and Bottle Washer!

My name is Maria Chilvers, and I am founder and owner of Country Innovation (for my sins!). I have spent my whole working career in the outdoor industry, and was lucky enough to have worked my way up from a lowly trainee buyer to Buying Director for a larger outdoor retailer.

I set up Country Innovation in 1996, having noticed that there was a gap in the market for good outdoor clothing for the bird/wildlife market. I started with just one jacket, the Rover jacket, made from Ventile. This jacket has changed very little in the last 20 odd years, and I am proud to receive all the extremely positive comments from our customers.

Outside of work (if there is such a thing!), I enjoy getting out on the hills. There really isn’t anything better than breathing in the fresh air and taking in all that the great British countryside has to offer! My son Ryan is also the same age as the company, so there have been plenty of challenges over the past 22 years….to say the least!


Ryan Chilvers

The Prodigal Son!

I am Ryan Chilvers and I am the prodigal son! I left school at 16 to enter the family business and have not looked back! Over the past 6 years, I have gained a whole wealth of experience and now manage the website/digital side of Country Innovation, as well as sales and marketing. Every day is a new challenge, and I am very lucky to have met some lovely customers.

In my spare time, I enjoy getting out on the golf course as much as possible. I am also a Manchester United football fan (but please don’t hold that against me!).


Helen Carter

Retailer Supremo!

I joined the Country Innovation team five years ago. My background has always been in retail and I have worked in various different roles over the years, including managing Clarks shop in Weston Super Mare. My main responsibility is overseeing the Country Innovation shop, as well as customer service, accounts and the day to day running of the business.

I also organize our outside shows such as the Birdfair, and this is probably one of my favourite parts of the job. I love getting out and meeting people, and it is always a pleasure to be able to put a face to the name when I meet customers, many whom I have spoken to over the phone throughout the year.

Outside of work I have three teenagers, who keep me on my toes, and I love spending weekends with them and my husband, Nick, walking our Westie, Elsie.


Carol Frost

The Pack and Dispatch Queen!

I suppose you would regard me as the mature member of staff! Keeping it in the family continues, as Helen is my niece. I have been with the company for 5 years and my main duty is to look after the on-line orders, packing and despatching. I often serve in the shop and really enjoy working here and meeting so many lovely people.

I moved to the village of Congresbury 10 years ago from Manchester with my husband, although I am originally a local girl born in Weston-Super-Mare.

In my free time I play skittles for a local team and I enjoy spending time with my family and helping out with the Grandchildren (who keep me young!).


Where to Find Us

What to Expect

Our shop in Congresbury, Somerset is open from Mon – Fri, 9am to 5pm (except when the Birdfair is on in mid August) and offers a full range of carefully designed and developed products for you to choose from.

We want you to enjoy your shopping experience with us, so you will always receive a warm welcome and we will bend over backwards to offer the best customer service.

We are all fully trained in all aspects of our products, and are always extremely pleased to see our customers, many of whom have made a special trip to visit us from the corners of the country/the world.

If you are unable to visit the shop but need some help in your selection, please just email us on: or call: 01934 877333.

We are here to help!

Country Innovation © 2018