September 2025
ertonline.co.uk
Q - Tell me about Freely. What is so different about this new way of watching TV and why is it important to the UK market? Rob Greenlees: “Freely is the brand-new way for UK viewers to enjoy live and on-demand TV over broadband, without needing a dish or traditional aerial. It brings together the nation’s most popular broadcasters into one simple platform, making it easier for households to access all their favourite channels and catch-up content, anywhere in the home as the TV no longer needs a signal cable. As viewing habits are shifting from linear TV to streaming, Freely bridges the gap and ensures free-to-air television remain a viable product category for retailers.”
Q - Do you see Freely changing the way consumers interact with their TVs and content? RG: “Absolutely. Freely gives viewers greater simplicity and convenience, allowing them to watch live channels or restart programmes instantly, all via broadband. For many consumers, especially those who have grown up with broadcast TV, it feels familiar and adds smart features like catch-up. That balance is key to Freely’s appeal, making traditional broadcast TV available as an on- demand model, while still retaining trusted UK broadcasters.”
Q - I see that you offer seven-year warranties on some of your TVs, which is much longer than those offered by other brands. Why do you offer the seven years, and do you think longer warranties influence purchasing decisions? RG: “We believe a TV should be a long-term investment, not a short-lived purchase, and our recent customer survey showed that 98 per cent of our customers said the seven- year guarantee was a decisive factor in their purchase of a Mitchell & Brown TV. Our seven- year warranty is about standing by the quality and reliability of our products and giving customers complete confidence. It absolutely influences buying decisions, particularly with more mature customers who want peace of mind. Knowing that their TV is protected for nearly a decade is a powerful reassurance and a clear differentiator against rival brands offering just one or two years.”
Q - Do you think there’s an extra level of peace of mind and trust in the fact that you’re a British brand? RG: “Yes, consumers appreciate
dealing
with a homegrown brand that understands their market and their needs and can support them locally. In another key takeaway from our customer survey, 97 per cent of customers cited Mitchell & Brown’s UK Customer Service as a significant factor in their purchasing decision. We’re proud to be a British brand with a UK-based helpdesk, so when customers need support, they’re speaking to someone local, knowledgeable, and accessible. That is a value shared with our retail partners, of course. Together it builds trust, and it adds a very personal dimension that global brands simply can’t replicate.”
Q - Do consumers value the ‘buy British’ idea when it comes to consumer electronics? RG: “We find that they do, especially in the independent retail channel where personal recommendations and long-standing customer relationships matter. Being a British brand in electronics is about confidence in aftersales support, warranties that are honoured locally, and dealing with a brand that retailers know they can rely on. It’s a point of difference that adds real weight in a competitive market.”
Q - What screen size trends are you currently seeing in the UK market? RG: “There has been a noticeable shift towards larger screen sizes as prices have come down and consumers increasingly look to recreate a big-screen experience at home. Where 32- to 43-inch models once dominated, we’re now seeing stronger demand for 50-, 55- and even 65-inch screens. That said, compact screen sizes remain important for second rooms and for customers who still prefer something more manageable, and we offer one of the most comprehensive ranges of small screen TVs in the UK.”
Q - Are there particular features, such as HDR, smart TV platforms, or sound enhancements, that are driving customer demand? RG: “Picture quality remains a top driver, so features like HDR that bring extra brightness
and clarity are highly valued. Smart platforms are essential, as consumers expect seamless access to apps, catch-up TV, and streaming services – and now, of course, Freely. Sound remains a big focus with buyers looking not only for ‘crash-bang’ with movies, but also crystal-clear dialogue and from the TV rather than adding the complexity of a soundbar. In short, customers are looking for a complete entertainment solution that works the moment they set it up.”
Q - With a packed calendar of sporting events coming up, football tournaments to the Winter Olympics, how important is sport as a driver for sales? RG: “Sport is always a big driver of TV upgrade sales. Major tournaments encourage households to invest
in larger screens and
better picture performance so they can enjoy the action at home with friends and family. Retailers often see spikes in sales ahead of summer football tournaments and big global events, and this year will be no exception. It’s a great opportunity for independents to engage with customers who might otherwise delay an upgrade.”
Q - How important is the independent electrical dealer network to Mitchell & Brown, and what are the benefits for retailers selling M&B products? RG: “Independent retailers are at the heart of the Mitchell & Brown business and have been since we launched the brand. They understand their customers, often over generations, and that personal connection is exactly what our brand stands for. The seven-year warranty, only available through our independent retail partners, and the shop’s local aftersales >>
29
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48
