ANALYSIS: CUSTOM INSTALLATION Home Entertainment
June 2025
ertonline.co.uk
Decades of sound decisions
As AWE celebrates 90 years in business, the fourth- generation family firm reflects on its journey from radio repairs to smart home leadership driven by innovation, partnerships, and a passion for AV excellence.
Founded in 1935 as a radio repair service called ‘Radio Menders’, the company has grown into one of the UK’s most respected AV distributors. Through nine decades, four generations of the Tickle family have guided AWE through seismic changes in technology and consumer habits, building a reputation for reliability, technical expertise, and strong industry partnerships. Managing Director Stuart Tickle, who took the helm in 2003, reflects on the milestone with a clear sense of purpose. “Reaching 90 years as a fourth-generation family business is something we’re incredibly proud of,” he says. “Every generation brought something different. The technology has changed dramatically, but what’s remained constant is our commitment to quality, innovation, and frankly, dogged determination.”
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That determination is evident in the company’s evolution. Under the leadership of each Tickle generation, AWE has adapted to the market’s needs. Edgar Tickle launched the original business in the 1930s, focused on radiograms. His son, Alex, transitioned the business into Electro-Winds Ltd in the post- war era, pivoting into engineering. Barry Tickle expanded into AV manufacturing with Audiolite in the 1980s and launched a retail store. By the 1990s, the family merged its various ventures under one name—AWE—and began targeting the residential installation market.
WE celebrates its 90th anniversary in 2025; an exceptional achievement for any business, let alone one operating in an industry defined by constant innovation.
Stuart started working in the family shop as a teenager and eventually led the business into a new era, focusing entirely on AV distribution. A landmark moment came in 2014, when AWE moved into a new headquarters in Epsom. The larger facility made space for a significant leap forward: the creation of the AWE Show Apartment. This demo space was one of the first of its kind in the UK custom install sector and set a new standard for how integrators could experience and demonstrate smart home systems. “The move to Epsom was more than just physical—it changed how we engaged with the industry,” Mr Tickle says. “The Show Apartment let people experience the technology in a real- world setting. It wasn’t about telling people what a product could do—it was about showing them.” The company represents some of the most
respected names in AV: Bowers & Wilkins, Epson, LG, Marantz, and Sony among them. According to Mr Tickle, these relationships have been vital to AWE’s success. “Our brand partners make our business thrive. We work with the best, and we work hard to understand and support what they’re offering,” he says. AWE’s team plays an equally important
role. Many staff members have been with the company for decades. Some, like Sales Director Paul Mott and General Manager Jackie Penfold, have family members who also work, or have worked, at AWE. Even outside the Tickle family, the business retains a strong family ethos. Stuart’s niece Christina has worked her way
up to become Head of Partnerships, while his brother and other relatives are often found helping behind the scenes.
The 90th anniversary is being marked with a range of campaigns and events, including a short film titled “AWE 90 in 90 Seconds”. The video gives a fast-paced look at the company’s history and values. Meanwhile, a broader social media campaign includes interviews with staff, behind-the-scenes content, and event coverage. As the smart home market continues to
grow, AWE is keeping pace with emerging technologies, particularly AI.
“In audio, AI is being used to adapt sound
profiles to the environment and the user. In control systems, voice commands and predictive automation are becoming more reliable and widespread,” he says. For retailers and integrators, this presents both a challenge and an opportunity. Customers now expect smart home systems to be simple, reliable, and tailored to their lifestyles. According to Mr Tickle, retailers need to do more than just sell hardware—they must offer guidance. “It’s not about selling a product. It’s about delivering a user experience. Retailers that understand this and work with the right partners will come out ahead.
“The landscape will keep changing, we’re not done yet,” says Mr Tickle. “We’ve built this business on long-term thinking, on relationships, and on delivering value, and that’s not going to change.”
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