Trade talks: Q&A with Daniel Griffiths, Managing Director of Easy Living Mobility
Having recently launched its 12th store with a new high street branch in Hanly, Easy Living Mobility is experiencing a period of rapid expansion as the company continues with its plans to become one of the UK’s largest mobility retailers, fuelled by its newly-launched franchise initiative.
One of the most established mobility dealers in the increasingly competitive West Midlands, which is quickly becoming the proving ground for many retailers with national ambitions, Daniel Griffiths, Easy Living Mobility’s founder and Managing Director, talked to THIIS about the decision to open in Hanley, competing in a busy market and what sets the Easy Living model apart in the market.
THIIS: Can you tell us more about the new Hanley store?
Daniel: “The new store will be medium-sized, around 2,000 sq. ft, with a prominent high street position fronting the Intu potteries shopping centre, offering our full range of all Easy Living Mobility products & services. This includes a dedicated engineer and an in-store workshop.”
THIIS: Why did you choose Hanley as the next location to launch your new store?
Daniel: “It’s complementary to the current stores we have in Newcastle-under-Lyme & Leek, which on a daily basis serve customers from the whole of the Stoke-on-Trent area.
“We believe it will bring great customer service to the local area of Stoke and our business as a whole.”
THIIS: What are the key factors Easy Living Mobility consider when launching a new store?
Daniel: “A key consideration for any new Easy Living Mobility store is locating the right store position, followed by the store itself being of the right type to trade effectively and efficiently on a daily basis!
“Competition is always considered and our new store brings competition from the get-go to national retailer Ableworld, having traded in Stoke-on-Trent for 10+ years, along with a handful of independent retailers too.
“We strongly believe competition is healthy it drives and ultimately delivers a better overall experience & service to the consumer, all of which Easy Living Mobility are first and foremost about!”
THIIS: Your new store is a group-owned store and follows your first franchise-store launch. How important is it to expand your Group operations alongside your new franchise model?
Daniel: “We believe that it is paramount to our business as a whole to expand our group-owned stores, as much as it is for our franchises too, with local knowledge & people being extremely important.
“On another note though, developing our own stores allows for us to move forward our in-house trained staff and also to offer our products & services to a broader customer base without losing anything of what shopping at Easy Living Mobility is truly about.”
THIIS: Are you bringing in a new team to run the store or bringing in experience from one of your other stores?
Daniel: “The new store has brought additional employment to the area, as we have taken on a new trainee manager and engineer, who have both been in training with us now for many months. As well as this, we have developed and progressed additional team members that have shown exceptional progress working in our existing Easy Living Mobility model.”
THIIS: What do you think is key to successfully launching a new store in a new area?
Daniel: “Making sure we deliver everything that is Easy Living Mobility to new potential customers.”
THIIS: The West Midlands region is becoming increasingly competitive – how is Easy Living Mobility distinguishing itself in the region?
Daniel: “Everything that is Easy Living Mobility is distinguished in every way. Customers and potential customers come to us for help and help is what we deliver, giving the greatest customer experience possible!”
THIIS: Are there any plans to expand further afield in the pipeline for Easy Living Mobility or continue to focus on West Midlands?
Daniel: “We have further plans to deliver more Easy Living Mobility Stores within the Midlands as a whole, as well as nationally. The main point for us all at Easy Living Mobility is this is done our way!”https://thiis.co.uk/trade-talks-qa-with-daniel-griffiths-managing-director-of-easy-living-mobility/https://i0.wp.com/thiis.co.uk/wp-content/uploads/2019/10/Easy-Living-Mobility-Hanley-store-1.jpg?fit=1000%2C809&ssl=1https://i0.wp.com/thiis.co.uk/wp-content/uploads/2019/10/Easy-Living-Mobility-Hanley-store-1.jpg?resize=150%2C150&ssl=1Analysis & InsightsNewsroomRetailer NewsTrade Talkbricks and mortar,Daniel Griffiths,Easy Living Mobility,franchise,franchise scheme,Hanley,High Street,mobility dealer,Mobility retail,West MidlandsHaving recently launched its 12th store with a new high street branch in Hanly, Easy Living Mobility is experiencing a period of rapid expansion as the company continues with its plans to become one of the UK's largest mobility retailers, fuelled by its newly-launched franchise initiative.One of the most...Calvin BarnettCalvin Barnettcalvin@thiis.co.ukAdministratorTHIIS Magazine