THE boss of a long-standing family business travelled the country considering the future of retail before deciding to invest in a 15,000sq ft, £2.1m superstore.

Ian Griffiths, managing director of Purewell Electrical, became convinced that shopping could thrive in the age of the internet.

He says the days when customers could assume that goods would be cheaper online are over – and that retailers can do well if they provide good service and a touch of theatre.

Purewell Electrical, founded by Mr Griffiths’ father Arthur in 1955, had moved from a superstore to smaller premises when Mr Griffiths judged that a recession was looming.

Last year, he decided to expand again, moving to the former Dreams bed shop in Wilverley Road, Somerford.

Mr Griffiths travelled the country to learn from the best in retail.

“It was a question of going round and seeing what forward-thinking people were doing,” he said. “If you’re going to take on the nationals, you’ve got to do it properly.”

He aimed to create a store that people would enjoy visiting.

Purewell Electrical – which opened at the end of September – has the first Vodafone ‘store-in-store’ in the country, as well as one of only two Sony store-in-stores and LG’s biggest.

Manufacturers, impressed by the way Purewell planned to display their products, have contributed around 30 per cent of the £2.1m investment.

“We pride ourselves on knowledgeable staff. All our staff go on manufacturer training so they’ll know why manufacturers are doing a certain product and what that product has as a benefit.

“Retailing isn’t dead, it’s just changing. What we’ve got to do is offer the customer what they want, not necessarily in the way we did 10 years ago.

“That’s part of the problem for electrical retailers and if you you’re stuck in a certain size shop and a certain location you’ve got to continue being the same way you were forever.

“There’s been a seismic change in the way retailing is done in this country.

“The changes over the last four or five years have been phemom-enal. If you asked me two years ago where it was going, it wasn’t clear. It was only a year ago that I could see where it was going.”

There are working cookers and plumbed-in washing machines so customers can properly judge them.

A working 3D printer gives people a look at a technology that could be hugely important in coming years.

Rather than restricting itself to appliances, the business also sells Omega kitchens as well as a range of cookware and kitchen products.

And the boldest innovation of all is a ‘cookery theatre’, where culinary demonstrations can take place in front of around 30 spectators – with a TV screen outside relaying it to those who wish to carry on their shopping.

“This is, in my view, where independent electrical retailers should be going,” said Mr Griffiths.

“There are lots of people with cookery schools and there are cookery schools on their own, but this is the only one that’s been integrated into the shop.”

Christchurch lost an electrical superstore with the demise of Comet in 2012, while high street independent Jarvis Radio closed after 67 years in 2011.

But Mr Griffiths believes Purewell can help keep shoppers’ money from leaving the town.

“I’m a huge supporter of Christchurch,” he said.

“I think Christchurch is the most beautiful town in the country.

“Some customers have already built a visit to Purewell into their regular shopping tours.

“As business starts to build again after the recession, shoppers aren’t just looking for good value.

“They also want to enjoy themselves and know they’re getting the best selection and advice.

“There are only four or five stores in the whole country doing something similar to us and I’ve put a Purewell spin on ours to offer the people of Christchurch a shopping experience like no other.

“Our store’s the talk of the trade – manufacturers have been approaching us asking if they can get involved and investing in making sure our customers have access to the great variety and quality of their products.”

On the day the Echo visited, a letter arrived from a couple who had been ‘helped beyond expectations’ by staff, and who praised ‘superb’ product knowledge and after sales care.

In recent years, retailers have become used to watching customers try products in the shop only to then order them online. But retailers are seeing the price difference between shops and the internet get smaller as internet sellers see their costs rise. Purewell is also part of a purchasing group, Euronics, which gives it buying power.

His shop provides wi-fi and he says he welcomes customers researching competitors’ prices on their phones.

“They don’t need to be furtive about it – show me, I’ll be delighted to talk about it,” he said.

“If it’s cheaper, often the reason it’s cheaper is because it’s not available or it’s a slightly different model.

“There’s no point burying your head in the sand and saying the internet’s killing everything.”

Purewell’s 38 staff include Mr Griffiths’ son Ed in the shop and wife Rhiannon in the nearby warehouse.

Although the modern shop is a long way from the business that his father ran, the ethos is similar.

“People have said to me: ‘He would have been very proud to see what you’ve done with this business.’” he said.