THE bold decision to spend £2.1m on a new superstore has helped earn Christchurch business Purewell Electrical two major awards in its 60th anniversary year.

At the Innovative Electrical Retailing awards in London, the store was named Best Independent Retailer Consumer Electronics (Large) and Best Independent Showroom.

Purewell’s managing director, Ian Griffiths, said: “It’s just brilliant. We have all worked really hard to create a unique customer experience that I really believe is the future for electrical retailing combined with fitted kitchens and cookery classes. It has proved to be what customers expect from today’s electrical retailers.”

He added: “Despite strong competition from online and national retailers, Purewell has turned the tables on rivals by competing on price whilst continuing to offer the highest levels of display and service.

“Times have changed and now it is the internet retailers that need to work harder to get people to buy because they cannot offer the in-store experience.

“Purewell offers a face-to-face experience and a level of service that internet retailers can’t compete with and we are confident that we offer the best value to all of our customers.”

Ian’s parents Arthur and Doreen Griffiths founded Purewell Electrical in 1955.

Purewell opened its 15,00sqft showroom last September, complete with plumbed-in, working appliances and a cookery theatre.

It is a member of Euronics, Europe’s biggest independent buying group, so it can stock big brands at competitive prices.