Eurosonic Group (ESG) is a UK-based specialist supplier of quality homeware, kitchenware, and electrical products, working with some of the UK’s largest retailers and international manufacturers to source, develop and import industry-leading products.
Its retail customers include large retailers such as Asda, Robert Dyas, Dunelm, the Range, Amazon, Lidl, and Tesco to name but a few, plus thousands of independent stores across the country. ESG’s strong brand portfolio consists of household names such as Daewoo Electricals, The Hairy Bikers Kitchenware, ProChef and just recently Jane’s Patisserie for whom the company designs, sources and supplies products.
Company that cares
Managing Director John Knight explains that ESG continues to be a family business and is still privately owned by Mr Harpreet Chadha and the Chadha family.
The company draws on its predecessor Europa Wholesale, officially registered in Manchester in 1965, which specialised in supplying electrical products imported from the Far East. In 2018 the company was rebranded as Eurosonic Group Limited to symbolise its expanding presence and commitment to importing quality goods at the most competitive prices.
The most recent milestone came in January 2023 when the company moved its head office to new premises in Trafford Park which feature a state-of-the-art showroom.
ESG also has a large, modern distribution centre in Bury.
“As a family-owned business, we are firm believers that the foundations of a successful business are its people. We are fortunate to have a combination of forward-thinking individuals who also boast a wide range of industrial experience. These attributes have been the driving force behind our development into a trusted partner to UK retailers,” says John Knight.
He points out that it is the family values and the caring approach that distinguish the company from competitors, an approach felt both internally and externally.
“At ESG, people always come first. We are perceived as a caring company that goes the extra mile to make sure that customers get what they want.”
“The staff here also feel valued, irrespective of whatever position they are in. Because we care, it doesn’t matter whether you’re managing director or cleaner, we all contribute in one way or the other. And we respect what every person does within the business and that’s what sets us apart from others.”
Different level
John Knight joined the business in 2018, bringing a wealth of knowledge and expertise to the commercial arm of ESG, having held senior roles in stax trade centres, Ultimate Products and RKW Ltd during his 40 years of experience which has helped the development and growth of the Daewoo brand across key categories and has brought strong product development teams into place at ESG.
The Daewoo brand has positioned the company at a different level. “Getting the Daewoo brand on board was a major achievement. Daewoo globally has an astonishing turnover of $37 billion and production sites in over 65 countries, the third largest electronics firm in the region only behind the tech giants Samsung and LG, has signed a 10-year licence agreement with ESG – the longest-ever contract in ESG’s history signed in the UK, and a deed unheard of in the industry,” says Mr Knight.
“EUROSONIC have agreed on a solus distribution of white goods under the Daewoo brand, which will help catapult the brand quite significantly in the UK,”. The company has just renewed its licence with The Hairy Bikers for their cookware range, while the other renowned brands in the portfolio, such as ProChef and Carnaby, and just lately janes patisserie continue to be loved by consumers.
Impressive performance
Mr Knight further reflects that the company is well placed to handle fluctuations in the volatile market environment. “The biggest challenge is the uncertainty of the UK market, both for retail and e-commerce. This follows the challenges of Brexit and the global pandemic resulting in supply chain disruptions, currency fluctuations and price increases.
Despite these challenges, ESG has just completed its best-ever year aiming at slow, steady growth, creating the credibility that the company now holds within key sectors of the market.”
That strategy has clearly been successful, and Mr Knight affirms that further growth is foreseen, particularly through major developments in e-commerce. To this end, the company is making changes to better accommodate new requirements. “We’re developing the internal structure of what we do within our warehouse, we’re putting platforms in place as well as working with key retailer e-com platforms.
Cumulative effort
Speaking about their next tasks, he says that the immediate plan is to launch a full range of medium domestic appliances into the UK by the end of the year, which would possibly increase turnover from the current £50 million to £100 million in the longer term. This will also help to boost the Daewoo brand in the UK, giving the Daewoo brand a full domestic appliance portfolio.
“New hires are also on the agenda, we’ve gone from 80 to 100 people in the past 18 months. We’ve moved out of the old premises in Salford to a purpose-built showroom and office in Trafford Park and subsequently consolidated five warehouses into one to facilitate further growth.”
When reflecting on the progress made, he insists that success is not a one-person achievement, but a result of a cumulative effort of the management and the board as well as all the staff, taking responsibility and helping drive it through. “The continuous growth and success are a result of our passion to be the best at what we do, whilst keeping our core values at the heart of everything that we do.”
