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Industry News

Published on June 9th, 2021 | by The GC Team


Nailsea Electrics rebrands & opens 15,000 sq ft megastore

Nailsea Electrics, a family-owned electrical retail business founded in Bristol in 1983, has completed its re-branding to NE Appliances and opened its new 15,000 sq ft superstore in Hengrove, Bristol, which the retailer plans to make “the number one destination store for Bath and Bristol.”

The new megastore is in a prime location in Bristol’s popular Enterprise Trade Centre just 4 miles south of the city centre and Junction 3 of the M32. This phase in NE Appliances’ development and transformation has been supported with expertise from Sirius buying group members and the Sirius team.

NE Appliances Managing Director Ben Gilks, who has grown up in the trade as his father Peter founded Nailsea Electrics in 1983, said: “Our first weeks of trade have been a great success in the new store. The showroom and website are offering us a great platform to showcase the many brands and appliances we have in stock for immediate delivery as we guarantee delivery in 24 hours for our customers in Bath and Bristol. There will be a huge focus on our business to business operations, including nationwide delivery thanks to our significant investment in much-improved logistics, distribution and warehousing. I’m looking forward to improving our offer and partnering up with as many businesses as possible to service their appliance needs at unbeatable prices and service levels.”

As part of the NE Appliances business strategy, Gilks and his 12-strong team are offering trade customers an instant access NE trade card, free of charge. This will give them up to 10% off anything in store or they can have the option of having a bespoke service which is specifically tailored to their business needs. “Our pledge to our trade customers,” says Gilks, “is that we will guarantee to be cheaper than anyone including Howdens, B&Q, Currys or Screwfix. We will beat any online competition through a bespoke service and will ensure that they can collect appliances, sinks and taps within 60 seconds of purchase, and we will even load their goods into their van or car. A same-day delivery service is also available, and top-tier customers will also be invited to attend sporting events and enjoy our generous hospitality. We are over the moon that we can offer this degree of service to the trades in our area thanks to the great relationships we have through Sirius Buying Group.”

Steve Jones, Managing Director at Sirius, adds: “The transformation of NE Appliances into its next phase is testament to the incredible work ethic of Ben Gilks and his team, who have seized all the opportunities our membership can provide in terms of providing a business incubator for accelerated growth and development. It has been so exciting to see how the company’s investment in logistics and customer service has really paid off, with the final phase of this relaunch accelerating business growth despite Covid restrictions. On behalf of the senior leadership team, I can say that we are extremely proud of how NE Appliances has embraced market change. Ben continues to prove the value of the independent with his omni-channel approach. We are all aware of how online has accelerated over the past 12–18 months but Ben’s investment highlighting NE Appliances’ in-store offering demonstrates the key role bricks and mortar still has to play in successful electrical retailing.”

NE Appliances’ plans have benefited from careful planning and expert input from the Sirius community of Approved Suppliers, which support the company’s choice to incorporate kitchens as part of its electrical appliance offering and revamped website with real-time brand promotions. By focusing on core pillars of quality, price, speed and service, NE Appliances espouses the traditional values of the reputable High Street retailer into the 2020s, including a 100 day returns policy, integrated social media presence and a  one-touch “remove and recycle” policy to make every aspect of the customer journey simple, straightforward, smooth and easy.

Emphasising the unique range of expertise and services that independent retailers can offer, Steve Jones adds: “The importance of knowing your market inside-out, as well as demographically, is absolutely crucial to the independent retailer, as no national chain can truly compete with your depth and breadth of local, practised experience. It is time to take pride in the many ways indies serve their communities and to consider what you can do in order to support new developments and be part of your region’s future by positioning yourself as the place to go for freedom of choice and rich, personalised product knowledge. If you love what you do and are passionate about your products then this always come across whether you are starting out or 10 years in, and your customers will pick up on your enthusiasm and positive can-do attitude, so that they can buy with confidence.”

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