Giles Pushman

Tell me about your background and how you came to run Bristol Appliance Centre.

Giles: I have been in the appliance industry for 16 years and the hospitality trade prior to that. I set up my own business in 2024 after the company I was working for went into administration. 

At what point did you decide a proper showroom was the right next step?

Giles: This was always the intention. We are a local independent business that has to put the customer at the forefront of our decision making and a showroom is essential.

Customers want to look at an appliance, feel an appliance and get professional advice — have someone navigate the minefield that is supplier websites to find the exact difference between specific models. 

Having a showroom as an independent is critical. It allows you to interact with customers and guarantee them a service they will not get with national retailers and the online market.

Tell me about your new showroom setup.

Giles: We are investing heavily in our new showroom. Phase One is a single high-end Caple In Frame kitchen display with appliances from Miele, Quooker, Caple and Bora. 

Phase Two is underway and we are launching our new brand ‘Bristol Trade Kitchens’ displaying four British made kitchen ranges that are of a higher quality than our rivals in this space at a lower price. Appliances from AEG, Miele, Caple, Quooker, Teknix, Cata, CDA and others.

Who is your typical customer?

Giles: We deal specifically with 3 key customer types — Retail customers who find us through Google, our marketing or are recommended to us, architects and kitchen makers who send us customers as they want professional advice on appliances, housing associations/property agents who want a high end install service with no fuss

We also work with home builders and developers looking for anywhere from 2 to 50 kitchens — supplying the kitchens, appliances, and worktops on a supply only or install service.

How will the new showroom affect the way you do business?

Giles:  The first effect is it turns the business from purely transactional into more of an experience-driven, customer-focused operation and brings an online name into a real business.  Additionally, the showroom can strengthen the brand image. A well-designed space will make the business look more professional which will attract new customers and set it apart from our competitors.

Most importantly the showroom will not change our approach and how we work with customers — it will simply allow us to work better with the customer.

What was the biggest surprise or challenge during the process?

Giles: Honestly, we haven't had any unplanned issues. Suppliers have been very supportive in helping us launch and get the showroom ready. 

Phase Two has been exactly the same — strong support from suppliers, no unforeseen issues. It's been a really smooth journey so far.

What does good supplier support look like?

Giles: Supplier support is crucial —

When we looked at the showroom space we carefully considered who could offer us the most support not just with regards margin but ongoing once the showroom was live. 

That means display rates on furniture and appliances, advertising and marketing support for the area, rebates, product training, strong account managers but really importantly does this brand offer the customer the product ranges they will want to buy.

What are your top three non-negotiables for designing a showroom that converts?

Giles: The showroom has to be current ensuring kitchen colours, handles etc are in vogue.  Interactive experience – every aspect of the showroom should be live so working taps, fully operational appliances and the displays must be fully dressed.  Design it from a customers viewpoint so the layout should naturally guide customers through key products and toward a purchase, without confusion or clutter. 

What does Bristol Appliance Centre stand for?

Giles: We stand for high-end local service. If you are looking for high-end customer service — someone that's going to look after you from the moment you walk in through the door to the moment your kitchen or appliance is fitted, then thereafter we are there if you have problems 

Professional advice, superior customer service, and a proper delivery.

What’s something that seems subtle but has proved to be very satisfactory in this whole project?

Giles: I love the retail industry so getting our first small display open was such a buzz, bringing my first customer into the area felt great after 18months of solid graft and has given me the incentive to keep going.  Phase 2 opens in April and I am very excited to launch the new business Bristol Trade Kitchens.