• Swindon & Wiltshire Retail
• Tuesday May 19 2026

Swindon’s only independent comic shop celebrates 15 years

Swindon’s only independent comic book store is about to mark a milestone – its 15th anniversary.

The Incredible Comic Shop started life in June 2011 in the town’s covered market, before relocating ten years ago to Swindon’s Brunel Centre.

Lifelong comic book enthusiast Johnathan Brown set up the market outlet with friend and colleague Troy Loveday.

“We worked together at The Wyvern Theatre for about a year, and I managed to persuade him to open the shop with me,” said Johnathan. “I’ve always loved comics, it’s always been my hobby, and it’s why I opened the shop in the first place.”

The move to The Brunel happened in 2016 – appropriately, on international Free Comic Book Day – initially in a temporary unit.

And when the business moved nine years ago to its current premises, on the first floor of The Brunel, that happened on Free Comic Book Day too!

Johnathan said: “Free Comic Book Day is a worldwide event, always the first Saturday in May, and so this year on May 2, we’ll be celebrating that day and then we can go on to celebrate our 15th anniversary in June too.”

Johnathan sources comic books and graphic novels – which are a compilation of the stories which have appeared in the comics – from the United States and, increasingly, from Japan.

Superhero comic books from the likes of Marvel and DC are enduringly popular, while Japanese comic books are becoming increasingly sought after by Johnathan’s customers, some of whom have been shopping with him since the business started.
Comic books cover every genre – including romance, crime, horror and sci-fi – so there is something for everyone.

The Incredible Comic Shop sells both new and second-hand books and graphic novels. What customers won’t find are the British regulars that sell in newsagents.

In its market days, Johnathan stocked about 10,000 comic books – now he stocks about half-a-million. He has five members of staff working alongside him, who are all as passionate and knowledgeable as he is. Troy stepped away from the business two years ago.

And Johnathan’s personal favourite? “The shop was named after The Incredible Hulk, and I have always been a big fan. And I still read pretty much everything that comes out in comics.”