LONG-established Christchurch retailer Purewell Electrical will enter a new era tomorrow with the opening of a new superstore.

It has worked with manufacturers to invest £2m in what it describes as a unique cutting-edge shopping experience.

The 15,000sqft shop in Wilverley Road will offer not only electrical goods but also kitchens with an in-house designer, cookware, cookery demonstrations and an upstairs lounge.

Next month, Purewell will begin a programme of cookery demonstrations and classes in its Neff cookery theatre.

The superstore also offers the first Sony and Vodafone in-store shops and the largest LG in-store shop in the country.

Managing director Ian Griffiths said he had scoured the country to bring new trends and experiences in retail to the store.

He said he aimed to take the 59-year-old family business to a new level.

“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,” he said.

“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.”

The opening day will feature cookery demonstrations, as well as the opportunity to see Purewell’s 3D printer in operation.

Washing machines have been plumbed in and cookers are fully operational so that customers can see them in action.

The mayor of Christchurch, Cllr Denise Jones, will officially open the store at 10.30am.