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Shopfloor


RETAILER PROFILE: RUISLIP APPLIANCES


30 A local hero


Middlesex retailer and Euronics agent, Ruislip Appliances, provided essential services to its local customers during the COVID crisis. “We were busy, we did the turnover, we kept ourselves relevant and it worked,” says Director, Nick Mooney.


says: “It feels good to be back open. We’ve had lots of pent-up customers – older ones who want to come in and see and touch and feel the products – and they’re buying. It seems to have ramped up.”. The business, which is on a main road and located


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150 feet from Ruislip Manor London Underground station, is 63 years old – started by Maurice Sergeant, who was also one of the founding members of the buying group that preceded CIH. Mr Mooney’s father, Norman, who had been a service engineer for GEC, purchased the operation in 1980, when its owner retired. “My dad went from being on the tools to having


a retail store and doing the servicing too,” says Mr Mooney, who started working there on a Saturday aged just 10. He went full-time when he was 16 and took over the business in 2001. Ruislip Appliances is still based in the original


shop, but, in 2001, Mr Mooney bought the store next door and expanded the site. He then purchased premises behind the building and turned it into a workshop – the company employs an in-house service engineer and also partners with a local


peaking to ERT just after the last lockdown lifted, Nick Mooney, Director of Middlesex- based Euronics retailer, Ruislip Appliances,


servicing company. Mr Mooney also previously owned a store in the village of Denham, Buckinghamshire, but he now rents the premises out. The retailer sells white goods, with a smattering


of consumer electronics. “We’ve always been primarily white goods and we’re quite biased towards built-in, but it’s probably a 50:50 split between freestanding and built-in,” explains Mr Mooney. “Historically, we’ve always done built-in and we’ve become known for it – my dad was one of the original service agents for Neff, so we’ve always had strong links with BSH. We had it before anyone else and we have a lot of it on display for people to see in our showroom.” The business also sells kitchens – it has partnered


with PWS for doors, and it has access to other manufacturers, like Uform. “We went into it about five years ago, but it needs


a bit more of a shove – we only have a small display. There’s the difficulty of your showroom either looking like a kitchen one or an appliance one – we’ve not got quite the right mix, but we’re working on it,” says Mr Mooney. As well as being strong in the BSH brands – Neff,


Bosch and Siemens – Ruislip Appliances sells products from all the major white goods suppliers.


“We go right across the budget spectrum,” says Mr


Mooney. “Sometimes you can give people too many cheaper alternatives, when they could migrate to a higher price. The margins tend to be better on Euronics Agency products and we tend to bulk buy those.” He also explains that he does well selling the


buying group’s exclusive brand, Blomberg – especially the built-in products. On the benefits of being a CIH (Euronics) agent,


Mr Mooney says: “We’ve been a member for as long as I can remember. They’ve got a great big warehouse where we can call on stock that’s delivered three times a week – we have a lot more product available to us that can be delivered quickly.” The exterior of Ruislip Appliances was fitted with


the new-look Euronics fascia at the end of last year. Mr Mooney says his business has also benefited from the national advertising and marketing campaigns, such as the buying group’s tie-up with TV celebrity, Nick Knowles. “It’s certainly raised the profile of Euronics – the link


with Nick Knowles has been great and has given us a warm glow. Since the Christmas campaign ran, we’ve noticed more online orders coming in – if a customer puts in their postcode they get paired with their nearest local dealer. We get the order and then we fulfil it.”


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