No one could be happier about the globetrotting obsession gripping us all than the owners of map and travel guide shop Stanfords. From city breaks to world trips, our love of travel rang the three-store chain's tills to the tune of £6.5 million last year.

Despite a 'modest loss' on the back of a£1.2 million investment in a store overhaul, 'sales have been going up and profits have been going up', says retail director Frank Watson. It is therefore no surprise that the 60 shareholders are, he maintains, happy to retain their financial and emotional links with the business.

They are not alone. Phileas Fogg-emulating Michael Palin has said he 'couldn't live without Stanfords', and was in in the shop again last week.

Ranulph Fiennes and Bill Bryson are also customers, as were legendary explorers such as Edmund Hilary and Wilfred Thesiger.

However, Watson says the shop is not about 'bearded men with pipes in their mouths'. Just a few days ago, he had something of an epiphany. 'I read a review of the shop on a Web site, and the first three words were 'This cool shop ...'' he says proudly.

Less than a year after the rebranding and redesign of the famous Covent Garden store, purpose built by Edward Stanford in 1898, the message is getting through. The Bristol shop will be fully refitted next year and more outlets are a possibility, but not urgently needed.

Meanwhile, the 65 staff and directors - including finance director Ian Newman and managing director Doug Schatz - are as obsessed with the detail as anyone else in retail. The average transaction value has increased by between 10 and 20 per cent on any given month since the relaunch.

Margins are rising by between 0.3 and 0.5 per cent a year, thanks to skilful buying, and the 50 per cent extra space at Long Acre in Covent Garden means there is room for more product - rucksacks are next on the menu.

Customer service, as would be expected in such a specialist field, is key, as is the Internet, which has generated customers in 170 countries. All the cool people are apparently following in the footsteps of the hardened explorers and heading for Stanfords.

FACTFILE

Stanfords Founded: 1853

Chairman (of owner Edward Stanford Group): Dougal Philip

2003 sales:£6.5 million

Profit: not disclosed.

A 'modest loss' was made last year.