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Shopfloor DEALER PROFILE: KNEES HOME AND ELECTRICAL RETAILER PROFILE: BORSHCH ELECTRIC


34


We were missing a trick


Birmingham’s Borshch Electric is well known for keenly-priced kitchen appliances, but now it’s gone one step further and sells complete kitchens too. Last year, the retailer opened a brand new store, which is home to a fancy new showroom, as MD Simon Cox explains…


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stablished 37 years ago in Wolverhampton, Borshch Electric now has four stores – in Birmingham, Dudley, Walsall and Erdington. The company is well known for selling graded kitchen appliances, offering customers true value for money, as well as brand new products from all the key manufacturers. The hub of the activity is at the main Birmingham


store, which is where the company’s workshops are; it operates a huge appliance repair service and, on average, Borshch reworks around 400 machines each week. Complimenting this is a team of installers and engineers that go out every day alongside the home delivery crew. Last year saw the launch of Borshch’s brand new Erdington branch, which is now its flagship store. The company’s Director, Simon Cox, was conscious that he needed to expand and build on


the existing business model and offer customers a destination store where they could get more than just appliances. Throughout 2019, the first floor level of the store was transformed into a brand new kitchen, bedroom and bathroom showroom and design studio featuring around 20 displays. Mr Cox worked with Symphony Group to design and install the kitchens, as he tells ERT in this exclusive interview: “We started off allocating around 1,500 square feet of the upstairs for three kitchen displays, but after sitting down with Symphony and discussing it properly I realised we could do better. “The upstairs has a large array of kitchen, bedroom and flooring displays. So, our plans changed quite dramatically!”


This new Erdington store demonstrates a new style for Borshch, which will be the blueprint for updating the existing stores and Mr Cox driving the


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