January 2021

Sponsored by

Turning Point Award Winner

Borshch Electric

Borshch Electric started in a small retail outlet with just three staff, but it has grown and expanded over the years and now has three stores across the West Midlands. The new 20,000sq ft, two-storey flagship

store in Erdington – which has now been open for over a year – allowed the retailer to expand into selling kitchens. The second floor is home to 16 stunning kitchens with one live cooking kitchen with fully functional appliances. Customers are encouraged to interact with the displays as much as possible. There’s also an informal café area with a working built-in coffee machine.

Borshch Electric’s kitchen design

team offer assistance with every aspect of a kitchen renovation, from room layout, colour schemes, tiles and even lighting. This can all be done in-store. Company Director, Simon Cox, said

he is extremely proud and excited to also be the only retailer in the West Midlands to have a purpose-built specialist equipment kitchen. This includes hydraulically-operated worktops that can be raised and lowered for wheelchair users, interactive appliances that can be controlled via Alexa or remotely, and easy access storage.

Elsewhere, the retailer’s main Birmingham store – one of the original outlets – has also undergone a huge transformation, receiving an entire facelift and three new interactive manufacturer displays being installed. These also have live products in demonstration mode for customers to use including downdraft hoods, ovens and refrigeration. Mr Cox said his ambition is to offer the

best appliance and kitchen showrooms in the West Midlands, if not the UK. Testament to this is investing over £250,000 in the future of the company. “We are really proud to have won

ERT’s Turning Point Award,” he added. “It’s so nice for all of our hard work to be recognised.” The Turning Point trophy is awarded

based on demonstration of initiative and proven positive adaptation to a retailer’s business model in order to thrive in the current retail climate. Borshch was even Highly Commended in this same category at last year’s ERT Awards!

Mr Cox continued: “We are really

driving the business forward, extending the kitchen showroom and we are near completion of our exclusive Laura Ashley kitchen display room. You just can’t stand still! “I am so proud of our Erdington

showroom; to think it was a derelict building when we got the keys and it’s amazing to have transformed it into how it is today. It took a lot of blood, sweat and even a few tears but all of this shows through and I’d like to think was the reason we won the award. “This year, as every year, the

competition in the ERT Awards was really strong. Things have altered so much this year and many businesses have had to adapt to be able to operate. “An example of this was the virtual

Awards this year. It’s always nice to meet up and network and see friends within the industry, but the virtual Awards got us very close to that and I can appreciate all of the hard work that went in to the organisation.”

Yorkshire-based Herbert Todd & Son was HIGHLY

COMMENDED in this category


Haier Europe would like to congratulate Borshch Electric for winning the coveted Turning Point Award!

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