HOME EDITION
STORE OF THE MONTH
ARE YOU BEING SERVED? While other high-street stores may be closing, Reeds Homestore is bucking the trend. Good service is key, says the owner. Angelina Villa- Clarke finds out more
K nown as the Harrods of the with the name. Taking prominence on Downham Market’s high street for some 117 years, the department store had been run by the Reed family since 1906, until retailer Jim Carlile took over in 2005. Once frequented by Queen Mary in the 30s, the Bridge Street shop – then called Harry Reed and Son – was revamped and relaunched by Jim after he heard its sale to Jarrold in Norwich had fallen through. “I had no savings, as such, but I raised £250,000 on my mortgage and a further £250,000 on a European-funded bank loan. I rebranded it Reeds Homestore, gave it a new colour and we haven’t looked back. I started with 23 staff and now employ 62 – and we have a second site in Ely!” Sprawling across 27,000 sq ft, the Fens, mention Reeds Homestore to any East Anglian local and they will no doubt be familiar Downham Market store sells all you could want for the home – from furniture to bed linens, kitchen accessories to curtains. As well as browsing items, you can make a pit stop in the shop’s successful Reeds Cafe, run by Jim’s wife Rachel and her team. “Reeds Cafe is unique,” says Jim. “All the food is made onsite, and my wife
HOME COMFORTS This family-run business keeps going thanks to fantastic customer care
and a wide selection of homeware
bakes all the cakes. It simply adds to the customer experience. “There are subtle differences between the two addresses,” explains Jim. “Downham includes the cafe – our second-busiest department – and while both stores sell everything you need for the home, Downham offers even more, including gifts, jewellery, handbags and luggage. Ely, meanwhile, is an important store for the Cambridge community, giving people another option away from the usual high-street retailers. It’s a large, 30,000 sq ft site on Lancaster Way Business Park, less
two distinct themes – either contemporary or traditional. The company also provides made-to-measure blinds and curtains, flooring (including carpet and vinyl), as well as solutions for every room in the home, from a study to a child’s bedroom. “Our ethos is to provide great service and make customers feel special,” says Jim. “We stand out because there is no hard sell. No staff are paid commission, a common practice in virtually every furniture retailer. Instead, they are paid to deliver amazing service every single time. The best form of advertising is the staff I
than 17 miles from the centre of Cambridge, with free parking right outside the door. It has the largest selection of sofas, chairs, furniture and beds in the area.” The decline of
employ. More people come because they’ve been recommended by someone they know than any other way. “When I bought the business, my aim was to ensure the
The ethos is to provide great service
bricks-and-mortar stores is visible across the UK but, going against the grain, Jim reveals he had a record turnover last year. “I think our success is down to the fact we are a family business, and customers feel they can trust us. They see that we always deliver on choice, price, quality and service. What’s more, most people want to lay on a bed or sit on a chair before buying and you can’t do that online.” As well as offering leading brands – such as Hypnos mattresses or Parker Knoll and G Plan furniture – Reeds Homestore also has a vast range of products under
service we gave to customers was the best it could be. I’d been in retail since I was 16, so I knew what good customer service meant. I set about recruiting the very best people to join me and created a harmonious working atmosphere that would filter down to customers. I wanted them to recognise that we go one step beyond when it comes to good service, enjoy the experience and tell others about us; and 18 years later, I’m satisfied that I’ve achieved my goal.”
reedshomestore.co.uk
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