October 2025
ertonline.co.uk
Q - Can you tell me about the practical support you provide to retailers: such as training, point-of-sale marketing, and after-sales services? SP: Yeah, well, all of the above is the answer. We definitely want to support these guys to have as much success with our products as possible. It’s obviously in all our interests. We also like to innovate when it comes to interacting with our customers, for example, video calling has been great for us. When we launched our range with Richer Sounds, we did a company-wide Zoom training session where we had all their store staff online, and we were able to talk directly to them, launch the range with them, go through all the products and take questions, which worked really well. It’s so easy now to speak to people at right at the other end of the chain, we will do all that and we do provide POS if the retailer wants it - all images, all creatives, and then obviously, downstairs in the factory, we’ve got our own consumer support team. Obviously, they’ve got their own dedicated Account Manager, and I think that the customers like that. We know our products, and everyone knows our products really well. And we’re all here to support them in whatever they need.
Q - In terms of consumer demand, which features, such as HDR, smart TV platforms, speed of control, or sound quality, are proving to be the biggest drivers right now? And how are you integrating those into your product portfolio? SP: Smart features, like easy access to streaming and apps, is what people are into at the moment, and we are constantly looking at this, because it’s a constantly changing technology, and how we can provide a good solution for customers. So right now, we offer Web OS, and we now also offer Samsung Tizen, and we’ll be constantly looking at those areas, and if that’s the best that we can offer. Sound quality is another area we’ve invested in heavily. Traditionally, smaller TVs haven’t been known for great audio, but we’ve developed a new speaker system that fits perfectly within our compact models. It’s now included in all our sets under 32 inches, and, arguably, they deliver the best sound quality in the small-screen market today.
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Q - How do you expect the next five years to shape up in terms of technology formats and consumer expectations? Where do you position yourself within that future? SP: I think we’ll see an increased adoption of 8K-resolution and OLED displays, HDR support, consumers are probably going to want things to be more integrated. That seems to be the way things are going.
Voice Control, AI, that sort of thing. At Cello, we’re focused on staying at the
forefront of emerging trends, understanding them early and integrating them into our products. We already have cutting-edge display technology, and as we’ve discussed, we’re continuing to invest in sound quality. Our smart TV platforms are constantly evolving too. Above all, our priority remains the same: to deliver high-quality, affordable TVs that keep pace with a changing market and meet the needs of today’s consumers.
Q - How important do you think the Made in Britain label is to your customers and retail partners? And what kind of advantages does it bring for Cello in terms of brand identity and consumer appeal? SP: It’s very important for our customers, and becoming more so all the time, It’s a key differentiator for us, and for our products.. When people think about British manufacturing, they think about high quality standards, rigorous quality control, attention to detail, and they are all at the core of what we do. Customers appreciate that reassurance of durability. We have a three-year warranty on our large screen TVs. The British made label enhances the brand value, and it does align now, with the growing consumer preference for supporting local industries.
Q - Supply chains and manufacturing have been challenging over the past few years. How has Cello managed to navigate these pressures? Do you think being a UK-based manufacturer has helped protect the business to some extent, and what have been the main challenges you’ve faced? SP: Being based in the UK definitely works to our advantage, as does our size, which allows us to plan proactively. We have very strong supplier relationships and the flexibility to adapt quickly when disruptions occur. Having multiple options means we can stay in control and maintain both quality and delivery standards. Plus, with stock held here in the UK, our retailers appreciate that we can deliver quickly and reliably. >>
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