MERCHANT FOCUS: HENSHAWS
REGULAR REINVENTION: THE KEY TO ROOFING SUCCESS
BMJ finds out about a north west merchant celebrating its 40th birthday this year. H
enshaws Roofing & Building Supplies first opened in Manchester in 1985, set up by George and Kathryn Henshaw, with the aim of building a reputation for the reliable supply of specialist roofing products, accompanied by expert knowledge.
Henshaw was the owner-occupier for 33 years before the business was acquired by Adrian Shelley, the current managing director. With the foundations having been put in place to support its subsequent progression, and that reputation still rock solid, like any growing business, Henshaws has also had to evolve and reinvent itself on a regular basis.
Henshaws has expanded its turnover three- fold since Shelley bought the business seven years ago, and two years ago joined the NBG buying group, and also works closely with NMBS. One of the most significant developments was the opening of a Rochdale branch in 2021, a move which has proved more successful, more quickly, than the company initially anticipated. During this time, the business also moved from its original Stretford location to a ‘superbranch’ at Trafford Park and diversified from being solely a roofing merchant.
With the introduction of tighter building regulations and industry demand growing for products with sustainability credentials, Henshaws realised it had to change with the times. Expanding its product range would allow growth, without losing its competitive edge. Shelley says: “The last few years have been brilliant for Henshaws, especially opening a larger branch at Trafford Park last December, which is a real badge of honour for businesses in Greater Manchester. However, this is a competitive industry so we can’t rest on our laurels – we needed to plan for the future, and that involved being in the right buying group Over recent decades, shifting regulations and environmental priorities have redefined the product needs of contractors and self-builders. Henshaws has responded by expanding well beyond traditional roofing products. It now offers solar panels, timber, insulation, bricks, blocks and groundwork materials. This diversification wasn’t simply about adding more lines; it was a deliberate response to the shifting landscape in construction.
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“Twenty-five years ago, contractors came to businesses like us looking for specialist roofing advice and products that needed to be installed by roofing experts,” says managing director, Adrian Shelley. “Today, general builders are often installing our products because the installation process has become simpler and less specialist.”
Diversification also saw the acquisition of PRP a specialist building plastics company, which has now been fully integrated into Henshaws’ operations.
Embracing technology The business also embraced digital innovation to meet the expectations of a new generation of buyers. By offering payment links compatible with Apple Pay and Google Pay, the business now sees more than 20% of its transactions completed online. Customers can pay when and how they want, without the need to even step foot in branch. WhatsApp has also become a key part of daily customer service, Shelley explains: “We are seeing a shift to more online purchases through our online shop and a lot more product requests coming through WhatsApp,” he says. “Our customers can send us a picture of what they want, even if they aren’t completely sure what the technical name for it is. Our team can use their expertise to find the right product and place the order, without having to meet face-to-face.” This level of customer service and business expansion wouldn’t be possible unless the team was effectively trained. Every new product introduced at Henshaws Roofing & Building Supplies is supported by supplier- led training. It’s a non-negotiable part of its expansion process as the product range continues to change and diversify. “Customers trust us to point them in the
right direction,” Shelley says. “That’s why we make sure our team knows each product inside out. It’s not just about selling, it’s about guiding customers through all the new products and changes.”
The focus on expertise also includes Henshaws’ work in developing the next generation. By nurturing young talent through the Builders Merchants Federation’s apprenticeship schemes, it helps build a pipeline of skilled staff who understand both the traditional trade and modern demands.
Supporting growth
As Henshaws continues to diversify its offering further, the support of NMBS doesn’t just bring administrative benefits like centralised payments and competitive rebates; it builds the network that allows it to diversify. “NMBS gives us access to suppliers and product ranges we couldn’t get on our own,” Shelley says. “When we’re looking to expand our ranges, it’s our first port of call. It means we can respond quickly to new market trends and make sure we’re offering our customers the latest innovations.”
Dean Hayward, head of sales and marketing at NMBS, agrees: “Independent merchants like Henshaws Roofing & Building Supplies show that developing your product range, investing in technology and empowering staff are key to staying ahead and meeting the industry’s changing requirements.”
As sustainability requirements grow, demand for a wider range of products increases, and digitalisation continues, Shelley says that Henshaws Roofing & Building Supplies is ready to meet the challenges ahead. “Our story is one of continuous improvement, where diversification isn’t just about more stock, but a more competitive approach to business.” BMJ
www.buildersmerchantsjournal.net September 2025
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