108 109 CeX DSAR 1/3/07 4:55 pm Page 2
Kasim Ali Stephen Boult
Croydon Hemel Hempstead
“CeX has really captured a niche market,” enthuses “My launch day was amazing,” reveals Stephen Boult. “It
franchisee Kasim Ali. “It’s a brilliant concept. was so successful, we were even competing with the
“Having worked for CeX as a Stock Control Manager established CeX stores. We ended up in the top end of the
before I became a franchisee, I knew that CeX provided a table for turnover on our first day and our first week
great business opportunity. When I decided that I wanted to smashed our budgeted turnover. The shop had been well
run my own business, I knew straight away that CeX would stocked by the CeX team and the Hemel public seemed to
bring me the success I was looking for. CeX has a strong lap it up. Even after closing, many of the CeX team that I’d
brand-name, is firmly established, has a proven business come to know came over to Hemel and joined my wife and
system and has a great support structure in place I for a celebratory meal and drinks.
for franchisees. “I launched my business in September 2006, but not
“I opened my first store in Croydon in June 2004, and the before an extensive period of tailored training, which was
business has since gone from strength to strength. In the great. I had three initial days working in a busy CeX shop
beginning it was very important to find the right store when I first showed interest just so I could see if it was for
location. My premises had low overheads but still had high me. A few months before I opened I had around six to eight
visibility - this was a real help in getting the business onto its weeks’ working full time, learning the trade in the CeX
feet. My first two years were a great success and this gave stores. I loved the experience - it was fantastic preparation
me the capital to open a second store in Tunbridge Wells at for the opening of my own shop.
the end of last year. I now spilt my time between the two “Leading up to the opening, CeX staff helped prepare the
stores, taking on a managerial role, overseeing the business shop, managed the stock and, along with my own new team,
as a whole. I have individual store managers who look after lent some key CeX roving managers to assist. You are not
each shop as well as a great team of employees across both left on your own at any time, and when you are ready to
stores. CeX enables you to really grow the business and strike out on your own they let you go.
manage a number of shops. “CeX’s internal support structure is very good - I
“CeX puts a lot of effort into helping you get started in couldn’t ask for more. I regularly receive advice and
building a successful business. Franchisees also benefit guidance from the directors but also benefit from the
from a solid ongoing support programme that includes knowledge of everyone involved: the IT team, the marketing
regular visits from the Franchise Director who at other times team, the stock control team and, of course, the management
is always available by phone to assist with any questions. team. This gives you everything you need to run and nurture
CeX is totally dedicated to looking after franchisees. your new business.
“You don’t necessarily need any previous retail “Along the way I’ve been helped by Jon Cronin who
experience as everything you need to know can be taught by leads the CeX marketing team - they’re very pro-active. Jon
CeX. All you really need is common sense, motivation and has spent a couple of days working from my shop since we
to be able to work at a managerial level. opened, helping me tweak and improve the marketing
“Although it can be hard work, I enjoy what I do and I aspects of the business. Nothing within reason is too much
find the business fun - if you’re looking to start a business, trouble for CeX as long as you’re the sort of person who is
it has to be something that you enjoy doing. I’ve found that dedicated and prepared to fully commit to the concept.
because I enjoy what I do, I put more of myself into it and “I’m aiming for this shop to be the first of many - I’m
this has resulted in my ongoing success. If you have working hard and am looking forward to building my
enthusiasm for gadgets, games and electronic goods, CeX is business. You need to be very self-motivated, commercially
the franchise you have been looking for. aware and able to commit to long hours in the early days but
“For now I am concentrating on continuing the success of it’s like anything in life: the more you put in, the more you
my first shop and building the second shop to a similar level. get out. CeX is a great concept and I find it fascinating. I
The franchise has real potential though - I’m already can enjoy my daily work and improve my financial position.
planning to open my third shop within the coming year.” I couldn’t ask for more.”
FURTHER INFORMATION: To enquire online visit:
www.thefm.net/73889
Call: Hugh Man 07050 204 560
email:
franchising@cex.co.uk www.cex.co.uk/franchise
CeX, First Floor, 140 High Street, Watford, Herts, WD17 2EN
© 2007 The Franchise Magazine 109
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