Wellingtons Home Electrical is celebrating 125 years trading, this year. Owner Andrew Wellington explains how adding kitchens to his business and educating consumers about energy-efficiency marks a new chapter in its growth.

Celebrating its 125^th anniversary, independent retailer Wellingtons Home Electrical, an Euronics agent with showrooms in South East London and Kent, has served the local community for over a century.

Although steeped in tradition, the fourth generation, family business has also moved with the times.

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Marking a new chapter in its growth, the company has expanded into kitchen sales and made a commitment to educate customers on energy-efficient appliances.

Kitchen growth

Owned by Andrew Wellington, the business started in 1898 as a second-hand clothes shop in Erith, run by his great-grandmother Agnes.

It then evolved into a small department store selling shoes, furniture, carpets, bedding and TVs.

In the 1930s, his granddad George took it over, followed by his father Keith.

Andrew has run the business since the late 1990s and condensed it into electrical appliances with the Bromley store opening in 2007.

However, in 2018, Wellingtons expanded its business selling complete kitchens and Andrew comments: “It’s the biggest growth part of our business – it’s now become a major part in just five years.”

He continues: “When I went into it, I thought it would be a simple transition and easy to move my customer base into buying kitchens, but believe me, selling and installing kitchens is a whole different ball game.

“You also get to know the customer on a whole different level. It’s been a very steep learning curve but it’s now paying off.”

He adds: “We’re looking to expand the range of what we can offer in Erith – we’re booked up with kitchens installations until next year”.

Bucking the trend

In fact, Wellingtons has been thriving. “We’ve had a very busy year, and we are looking forward to the run up to Christmas.”

With a trio of showrooms, Andrew owns an electrical store in Bromley, south-east London and a shop a few miles away in Erith, Kent.

The electrical shops are complemented by Wellingtons Kitchens opposite its main electrical retail showroom in Erith and he reports all three of the firm’s stores have been doing well.

But he has seen a a change in consumer shopping habits: “We are noticing a change in buying habits –Saturdays or Mondays used to be our busiest days in the shops, but, over the past six or seven months, Wednesdays have become our busiest day.”

He adds: “During the pandemic, I started shutting at 4 o’clock on Saturday afternoons because we found there wasn’t a lot going on, but now we’re getting busy on Saturdays from about 3 o’clock. It’s incredible how consumer habits change.”

Energy Use Advice

As part of this change in consumer mindset, with people starting to feel the pinch of rising living costs, will they become more focused on saving money through reducing energy use?

“Energy efficiency is at the forefront of many of our customers’ minds, and they want to buy much more economical appliances – they want to know how much they can save,” he says.

“We’re now using our tickets, marketing and knowledge to tell people they will save X amount per year on the running costs compared with a 10 or 15-year-old machine.

“I make sure all the staff have got that knowledge – we can give people an idea of the potential savings.”

He exclaims educating consumers has not been made easy with the changes to energy labelling on washing machines, washer dryers, fridge freezers and TVs, which came into force in 2021.

Products are now rated from A to G, rather than the previously confusing scale of A+++ to E.

Andrew says the transition from the old rating system has been quite difficult for consumers to understand, as someone could’ve bought an A+++ fridge-freezer in 2021 but now it’s rated E.

Euronics benefits

Wellingtons has embraced the Euronics ‘Just Ask’ sustainability campaign, which encourages consumers to ask their local Euronics agent for advice on eco-friendly appliances.

“I think that really works,” says Andrew. “A lot of people are moving away from gas and want to know the costs of electricity and how much it costs to fit an electric appliance instead.

“The [Euronics] website is packed with information, so our staff, as well as customers, can reference it.”

He also points to Euronics offering the benefits of selective products for the independent retail channels: “As a Euronics member we have access to our own exclusive brand, Blomberg – that’s huge for us.

“I feel very safe as part of Euronics and that we’re going in the right direction. Paul Tyler, who is at the helm, is an experienced man, and, as a group, Euronics is looking to the future, but also protecting us now.

However, Andrew is keen to point out alongside product, service is equally important for his business: “From marketing to logistics, and deliveries three times a week from two huge warehouses is invaluable to us.

“The terms and relationships we get from the major brands are vital for the longevity of our businesses”.

He concludes: “My reputation in customer service as a business is more important than anything. Over the 125 years, we have maintained that reputation, which has given us all the success we’ve had.”