CABLEtalk

A New Challenge

James Morrice has years of experience in the electrical wholesaling business, having worked for a decade  with Edmundson Electrical. So in 2013 when he was offered the opportunity to manage his own business he jumped at the chance. After taking over as Manager of an Edinburgh branch of the Electric Center – sold by multinational giant Wolseley to Edmundson Electrical three years ago – James has already started to make his own mark on the industry. Here he tells CABLEtalk what the business – which moved to new, dedicated premises in August – is doing to set itself apart in a highly competitive market place.

After taking over as Manager of an Edinburgh branch of the Electric Center – sold by multinational giant Wolseley to Edmundson Electrical three years ago – James has already started to make his own mark on the industry. Here he tells CABLEtalk what the business – which moved to new, dedicated premises in August – is doing to set itself apart in a highly competitive market place.A4 folder

With 11 managers in 10 years the Electric Center branch in Edinburgh was a little bit like a “failing football team”, says James Morrice, who took over the reins in 2013.

Appointed as a Profit Centre Manager of the only outlet in the city – which sits within the Edmundson Electrical family of wholesale businesses – James has brought in a new team and has overseen a move to bright new premises, which opened to the trades in August.

“I took over a struggling business,” he says. “It needed a bit of stability after so many managers and that is what I am trying to introduce; I’m not going to re- invent the wheel but the timing was right and I couldn’t pass up the opportunity. And with our own premises it just makes that distinction so much better; we’re not selling over each other, we’ve got an individuality now that we didn’t have before. There’s never been a stand-alone Electric Center business in Edinburgh and it’s a strong brand.”

The business, which has relocated from the shared Hawkhill outlet to Abbeyhill Industrial Estate in the capital, has repurposed its offering as well.

With a 24-hour call out service, two brand new delivery vans which guarantee a same-day service, not to mention increased stock levels, the signs are all good.

The outlet is even in the early days of testing a customer loyalty scheme to try and ensure repeat business.

“We’ve been doing a lot of promotion as well, especially around the Electric Center catalogue.

“It contains many product lines including our own ACEL products, branded by market leading manufacturers. The products in the catalogue are only  a small selection of the products we can offer, and anything which we may not have in the catalogue or in stock we can either source direct from the manufacturer or from over 300 Electric Center/Edmundson businesses throughout the UK.

“We saw this as a really great offer for new and existing customers, especially when opening new doors and getting the Electric Center Edinburgh name promoted.”

James is no stranger to the industry either. He worked at Edmundson Electrical Sighthill for 10 years, with the last three as assistant manager, and was six years with Scott Coppola before that.

That insight has allowed James the freedom to introduce efficiencies and knowledge of good practice he has built up through his experience of the business.

“We have made significant changes to the business; we now keep £700k worth of stock, we’ve got longer opening hours, opening 7.00am to 5.30 pm, Monday to Friday and 8am to 12pm on Saturdays; we’re also only a mile from the city centre so we’re well positioned. ”

He added: “There has been quite a lot of change, but it’s all been really positive. There’s a good vibe about the place now.”

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