What does the cryptic crossword clue "Northern residents reportedly ruled this place in the East End (8)" mean?

The definition is "Northern residents". The wordplay uses a homophone (sounds like). sounds like “reigned” (ruled) and “here” (this place), if you say it in an East London accent. The answer is REINDEER.

Northern residents reportedly ruled this place in the East End (8)

Times Cryptic #29129 | 8 Across | 2025-01-17 flower

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