Jewel in the crown of Ableworld’s empire opens in Stafford as local community supports launch
Boasting an enviable location in the heart of Stafford, Ableworld has officially opened its new store, with Mike Williams, the company’s founder and MD, suggesting the West Midlands’ mobility shop may quickly become its leading flagship outlet.
Strategically situated in Stafford’s centre on both the high street and a retail park simultaneously, the new store benefits from footfall from shoppers in the town, substantial free parking from the retail park, as well as being conveniently located next to complementary stores such as B&M and Aldi.
Showcasing a vast array of mobility equipment, ranging from powered mobility devices including mobility scooters and powerchairs to smaller aids to daily living products, the new group-owned store continues Ableworld’s recent expansion, having recently opened a second franchise-owned outlet on the South Coast.
Immensely proud of the new Stafford store, Mike told THIIS: “I’ve always wanted Stafford, so for a long time I’ve kept an eye out for the right store here.
“This is real retail. It’s nearly 5,000 sq. ft and has all of our ranges in whilst still being spacious and also has some of our specialist division in as well.
“We are not trying to compromise in any way and the Stafford store really captures the Ableworld approach to mobility retail.”
In conjunction with the official launch, Ableworld organised a large scooter safety track in a large adjacent space, enabling members of the public to try out the latest powered mobility products on the market whilst also receiving advice and guidance from the Ableworld team.
Supporting the official launch were representatives from consumer charity Which?, armed forces charity SSAFA and Staffordshire Police, highlighting various useful services to curious shoppers visiting the new shop and test track.
In addition, a representative from mobility specialist Pride was on hand to inform customers about some of its powered mobility range, including the Jazzy Air, a unique and affordable rising powerchair.
The Ableworld approach
Discussing his predictions for the mobility retail market, Mike commented: “I’ve always thought that the way retail in the mobility market is moving, there will be a B&M, a Boots store, a DIY store and a mobility store in most retail parks. It is a natural way for the market to go.”
A staunch believer in the superstore retail model that Ableworld has championed over the years, Mike highlighted why the company has remained committed to its style of retail.
“We all grow up with Sainsburys, Tesco and now Aldi and that is the way people have shopped for decades,” he explained.
“It is seeing the product and it is straight lines, so why go to a ‘boutique’ style store and try to change people’s habits when this is a model shoppers are familiar with. The main difference between us and other large retailers is how much we prioritise customer service.”
Confirming the new shop is already exceeding its targets, Mike believes the Stafford store will rapidly rise to become one of Ableworld’s best performing shops in its growing portfolio.
