Euronics Case Study: Williams Electrical
“It doesn’t matter what’s thrown at us – we will adapt and be relevant”
A
ward-winning Euronics member, the Sheffield retailer has been serving
its local community since 1905. Located on the main road that runs through Woodseats, a suburb of Sheffield, the company is owned by husband and wife, Richard and Karen Putland – it was founded by Karen’s great-grandfather, Walter ‘Natty’ Williams. First of all, congratulations. So, how does it feel
to be celebrating 120 years of being in business? “It makes us feel immensely proud,” says Karen, who believes the longevity and success of Williams is down to its ability to adapt to change. “One of the dangers of being an independent is being a bit too insular – you’ve got to be nimble,” she says, adding: “I think COVID showed us what we’re capable of in times of adversity. It doesn’t matter what environmental or economic factors are thrown at us – we will adapt, and we’ll make the business as relevant as possible and go forward.” Richard is also a director of Combined
Independent (Holdings) Ltd (CIH), the electrical buying group, which is part of Euronics, and he highlights how important being a member of Euronics has been for the success of Williams, saying: “Over the past 20 years or more, we probably wouldn’t have done as well as we have without CIH. It gives us huge buying power and regular deliveries – that backup and support is invaluable. I don’t see how a true independent can survive without that these days. CIH is a full support network for members should they need it.”
Community retailer Williams prides itself on providing great customer service and is very much a community retailer. “We’re part of a group of local organisations,
residents and traders called ‘This Is Woodseats’ and we have had some government funding – there will be murals going up, planters, street trees, and banners saying, ‘This Is Woodseats – shop local’,” says Karen. “We’re really proud to be a part of it and it shows that we are completely committed to improving our community, as well as trading there.” “We’re the oldest continuous business in the
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www.ierdaily.co.uk
Sheffield independent retailer and Euronics member, Williams Electrical, celebrated its 120th Birthday last Spring. We spoke to directors, Richard and Karen Putland, to find out how the business marked the occasion and what’s kept it being a vital part of its local community for so long.
area,” says Richard, adding, “We’re also in the same building that we started in, although, admittedly, it was smaller then.”
Commemorate To commemorate its big birthday, Williams held a series of events over the Bank Holiday Weekend in May. “We’ve advertised in a lot of the local magazines, and we have some special offers – our suppliers have supported us really well and some of them have knocked the ball out of the park – they’ve come up with way in excess of what we thought we’d get,” says Richard. “We asked suppliers to help us out with prizes
for a charity raffle,” he explains. “When we went to the TRIC (The Television
and Radio Industries Club) Christmas Lunch last December, we had a good chat with [broadcaster] Dan Walker, who is the current TRIC President, but also a resident of Sheffield. “He is a lovely guy, and his chosen charity for the
year is Bright Young Dreams, which helps children with their mental health – we think it’s a really important cause – so we’ve got together with the charity, and we’ve had just over £5,000 worth of prizes donated by manufacturers and ourselves.” The raffle was held online using the charity’s social media, with three prize packages up for grabs – the aim to raise as much money for Bright Young Dreams as possible.
In-store activity During that Bank Holiday Weekend, there was in-store activity, including special offers, goody bags for children and prizes and giveaways, including cuddly toys of the Euronics penguin
PEOPLE MAKE THE DIFFERENCE
mascot, Indie – who also made an appearance during the event.
Carbon footprint Sustainability is also important to Williams – the business has taken steps to reduce its carbon footprint and be greener, including installing solar panels on the roof of the store. “That was a £16-17K investment and through the summer we barely pay a penny to the electricity board,” says Richard, adding: “We’re using everything that the solar panels create.” “We’re very focused on making sure we’re as sustainable as possible and have as little impact on our environment as we can,” says Karen.
Built-in Williams is predominantly an MDA retailer – it sells 70% White Goods and 30% Consumer Electronics – and is doing well with built-in appliances, which is a growing part of its business. It offers its customers a full installation service. “People are coming to us because they’ve
heard we can provide that – we’re really gaining traction there,” says Karen, adding: “People want that personal service.” On the consumer electricals side, Williams can
offer bespoke, wall-mounted installation of TVs, including outdoor models, which are increasing in popularity. “That’s quite surprising because of the traditional Sheffield weather, but there are some people who want to sit outside and watch television,” says Richard. “We get a huge amount of business from word of mouth.”
• For further details on joining CIH, email:
membership@cihgroup.com
Autumn 2025
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