Middletons Shrewsbury
Director Tom Powell says the Middletons retail and showroom experience is a key differentiator from its competitors

Middletons, the rapidly expanding bricks and mortar retail proposition from the owners of Oak Tree Mobility, has confirmed to THIIS that it will launch a new store in Stoke-on-Trent before the year is out.

Speaking to Middletons’ co-founder and director about the launch of its new Burton-upon-Trent store which is set to launch on the 30th of November, he told THIIS: “We have another store opening in Stoke-on-Trent before the end of 2019.”

Seemingly bucking the trend of struggling and disappearing bricks and mortar retailers in other sectors, the West Midlands has proven to be a hive of activity in the mobility sector this year as multiple mobility players launched new stores in the region.

With a number of affluent areas, Staffordshire has been one of the most active proving grounds for mobility dealers, with THIIS covering the launch of a number of new mobility shops opening in 2019, including Staffordshire Mobility’s and Easy living Mobility’s new Hanley stores and Ableworld’s flagship Stafford store which joined its established Burton-on-Trent and Stoke-on-Trent branches.

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Trailblazing the West Midlands expansion in 2019 has been Middletons however, having already launched three outlets in the region this year – Brierley Hill, Coventry and Cannock – as well as a new Burton store on the way.

With the confirmed launch of its Stoke-on-Trent store, it will take the retailers’ tally to five new stores in the West Midlands this year alone.

Arguably one of the most competitive areas of the country to enter, THIIS asked Tom Powell, co-founder and director of Middletons, how the company will set itself apart from the stiff competition in Staffordshire?

“We are different from our competitors in the way we interact with our customers. When people come to a store, they are greeted by one of our professional and friendly staff and we will take the time to get to know them over a cup of tea or coffee. We listen to their needs and pair them with a product to help them live life without limits,” said Tom.

“If they’re looking for a scooter they can test it out on one of our unique in-store scooter tracks. We’ll even take them through a scooter safety course and assess their health before suggesting a suitable product, an experience you don’t get from simply purchasing on the internet.

“At Middletons, it’s all about experiencing the difference. We aim to create a relationship with our customers in our cosy and delightful showrooms so they feel comfortable and at home.”

Taking the number of new stores launch in 2019 to 10 in total, Tom also confirmed that the company will continue the pace of its branch expansion programme as it works towards its goal of becoming a fully national retailer.

“In the first half of 2020 we plan to open another six stores, so watch this space!” he finished.

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https://thiis.co.uk/wp-content/uploads/2019/11/Tom-Powell-Middletons.jpghttps://thiis.co.uk/wp-content/uploads/2019/11/Tom-Powell-Middletons-150x150.jpgCalvin BarnettNewsroomRetailer NewsTrade NewsAbleworld,bricks and mortar,Brierley Hill,Burton Upon Trent,Easy Living Mobility,Middletons,Mobility retail,mobility shop,Oak tree Mobility,retailers,Staffordshire Mobility,Stoke-upon-Trent,store expansion,Tom PowellMiddletons, the rapidly expanding bricks and mortar retail proposition from the owners of Oak Tree Mobility, has confirmed to THIIS that it will launch a new store in Stoke-on-Trent before the year is out. Speaking to Middletons’ co-founder and director about the launch of its new Burton-upon-Trent store which is...News, views & products for mobility, access and independent living professionals