October 2026 ertonline.co.uk


Try before you buy One thing Mr Vidler was determined to have was a working showroom. He had wanted to develop that approach at Knees and saw an opportunity to make it part of the new business from the outset. The BORA, NEFF and AEG appliances in the kitchen displays are powered, allowing customers to see induction and venting hobs in action. For someone considering a £2,000 purchase, a demonstration can answer questions that a specification sheet cannot. “How do you separate yourselves from everybody else?” he asks. “Everything in our kitchen showroom can be switched on and off.” There is a commercial argument, too. As


Mr Vidler points out, selling a £2,000 hob can take much the same time as selling a £300 model, but the cash earned is considerably greater. The challenge is helping customers understand what they would get for the extra money. The first event brought the Chamber of Commerce, mayor and local councillors into the showroom. Several long days went into finishing, wiring and cleaning the displays, with Mr Vidler still scrubbing paint from the floor that morning. The partners were ready just before the first guests arrived. Despite the absent demonstrator, the evening went well, attracted local newspaper coverage and brought customers in afterwards. An event is planned for builders and local property businesses, while a new website will encourage shoppers to visit for demonstrations.


Looking after the whole job


Mr Hall handles most of the kitchen work, with Mr Vidler concentrating on appliances, although both are learning from each other. Mr Vidler can now fit and adjust cabinet doors; Mr Hall


is


building his appliance knowledge. For kitchen customers, the benefit is having someone involved from the design conversation through to installation. Mr Hall attends templating visits to check the details, helping avoid problems further down the line. Mr Vidler says that means less stress for customers and fewer costly snags for the business. The same care applies to appliance orders: checking deliveries, making sure the right product has arrived and keeping customers informed.


At the time of my visit, the business had


around 20 Google reviews, all five-star. The partners ask customers to leave feedback, knowing how useful those recommendations are while the business is getting established. There is some banter along the way, too. Mr


Vidler and Mr Hall are comfortable talking to customers and judging when a joke will help put someone at ease. That familiarity matters if a customer needs to call back with a problem. “They feel confident to phone up and go,


‘Oh, this has happened. What can you do?’” he says. “They want life to be easy.”


Keeping the cash moving Ask Mr Vidler what he has learned from his


previous roles and he comes straight back to cash flow - it is the most important thing when running a business. “It doesn’t matter whether you’re small or


big, if you don’t have your cash flow correct,” he says. “Making sure that money is in on time and paid out on time… that is something that is incredibly tough in this industry.” He remembers the work involved in managing


returns at Knees: arranging collections, chasing credits and arguing over where damage had occurred. Staff time and products awaiting a decision all ate into the margin. Now, with his own money invested, he is particularly conscious of how quickly a return is resolved. A £400 machine sitting in the storeroom for two months takes up space and ties up cash that could be used elsewhere. Sales out allowances are another irritation. He describes buying at the original cost, selling at a promotional price and then waiting for the credit that provides much of the profit. Claiming it adds paperwork to an already busy day. “I will avoid, where I can, dealing with any sales out allowances because it’s paperwork and time,” he says. “I want to spend my day bringing customers through the door and giving them a quality service.” He keeps a close eye on overheads and knows how many products the business needs to sell each month to break even. Discounts are considered carefully; when it is your own business, every reduction comes out of your pocket.


Customers are watching their budgets, he says, with some moving down from their


15


brands. Explaining longer warranties, reliability and useful features gives him a chance to show where spending more helps.


Brands have to deliver


That scrutiny extends to suppliers. Mr Vidler looks at the margin available, service support, returns and the quality of representation before committing showroom space. Bosch, NEFF, AEG, Beko and Hisense are alongside a smaller Samsung


represented,


presence. He is happy to consider newer names, but wants reassurance that the aftersales support is there. >>


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