The department store at the heart of the city ensures that Limerick women - whom Liam describes as the most stylish in the country - always put their best foot forward.

And the general manager of Brown Thomas wants the business people of Limerick to follow in their fashionable footsteps, by proudly and confidently displaying the city at its best.

"When will we see him in the Leader?" a friendly member of staff asks, while her boss poses for photographs among the designer labels on Monday afternoon. "Ah, he's very nice. He'll chat away to you," she assures.

She was right. Liam sits behind his desk in his office which overlooks William Street and talks as enthusiastically about the city's business potential in a well-tailored suit, as he would talk hurling in a Tipperary jersey.

Liam boasts an impressive hurling history but plays down his role as a member of the Tipperary minor panel during the GAA's centenary year. Probably because they were beaten by Limerick in the Munster final in 1984, but I wasn't inclined to remind him of this defeat for more recent reasons.

Born to parents Anne and John, Liam grew up with one brother and two sisters in Templederry, Nenagh. He went to secondary school at Templemore CBS and pursued a brief career in carpentry for four years before entering the world of retail with Dunnes Stores.

Following 15 successful years with Dunnes, based in local stores, including Jetland, Sarsfield Street, Harvey's Quay and Ennis, he took up a regional position with Heatons.

Liam, who is now in his early forties, accepted the position as general manager of Brown Thomas in November 2004. "It's the premier store in the region, so I said 'absolutely'. It's the place to be."

Liam enjoys a happy family life with his wife Siobhan and daughters Eimear, 13, and Ciara, 10, in Dolla, Tipperary.

He laughs heartily at his recent selection as one of Limerick's sexiest men in the Limerick Leader's sister paper The Limerick Chronicle last month. "How did I feel about it? Well as a Tipperary man obviously I was very chuffed," he smiled, "and I was glad to be on two weeks' holidays while it was all going on."

This week marks the 50th anniversary of a fire that altered the landscape of Limerick city when it destroyed William Todd & Co, the landmark building where Brown Thomas now stands.

The architecture of the original building was far more beautiful than the building now occupied by Brown Thomas.

"Former staff recall the fire, and they still drop by," he said. "It was a terrible loss, especially when you think that Limerick lost Cannock's to a fire as well, just across the road."

Nowadays, Brown Thomas, can only be described as the city centre's flagship store, and despite the exclusivity that it already offers, the general manager is anxious to improve customer service, and showcase products in the best possible way.

He had just come out of a meeting with staff where they discussed the level of service and sales detail before our interview began. "Each week we look at how we do things and how we can do things better. We look at how we can re-energize it for the next season, the next year."

"From the minute they (customers) come in the door to the minute they leave, what was their shopping experience?

"The only thing I can really control is what goes on in this store. If everybody else did that, we may be a whole lot better off than we are today.

"It's up to me as the general manager in here to make it happen. And the team are working to a common goal and we are as supportive of each other as we possibly can be.

"That's about the size of it," he surmises. "That's it in a nutshell."
Brown Thomas is not immune to the recession and actively made changes to ensure the continued support of their loyal customers. Liam acknowledges that retailers cannot simply stand at the till anymore. They must work hard to attract business to their shops and to the city.
As well as running the O'Connell Street store, Liam is chairperson of a Chamber-led business group who facilitate ideas and initiatives in an effort to improve the city's appearance and image, making it a more attractive shopping location for customers and interested business people alike.

Some retailers have been quick to blame Limerick City Council for the plight of the city centre, but Liam does not buy into that criticism.
"The traders themselves, in every facet of life in the city, from retail to services, need to be accountable as well, and see what they can do for themselves. The city council can't be everything to everyone," he said.

"I think people need to take on a positive attitude. Everyone is very quick to want someone else to do something for them. People should stand up and take responsibility for themselves, make a change themselves by looking at their own premises.