Sales hot up following firm's move online

Oct 5 2009 by Karen Dent, The Journal

A SMALL family business' sales have rocked by almost 80% after it decided to embrace the internet and sell goods online.

Thorpes of Gosforth has been selling hardware and fireside accessories for more than six decades, but has only taken the plunge into e-commerce in the last two years.

The firm, now run by the third generation of the family – brothers Colin and Peter Thorpe – attracted orders from across the UK after deciding to dedicate its website to the niche real fire market.

The combined effort of online sales and renewed marketing has helped Thorpes to pull in extra customers both to the shop and via the web.

Colin Thorpe said: “Our core business market is competitive so we decided to concentrate on this niche product range, which was already performing well in store.

“The bespoke fireside items, made by our network of designers, can attract a premium price and we saw a great opportunity to take these products to a wider audience.”

Thorpes received advice from Business Link on finding a web designer, then boosting the Fireside Shop site’s profile.

The marketing programme included using search engine optimisation techniques and investing a Google Adwords campaign so that it appeared near the top of online searches. The dedicated site was also promoted in store.

The additional work means the company was able to expand into a warehouse in Westmoor last year and is now looking for extra staff to deal with the real fire side of the business during the traditionally busy winter months.

Colin said: “We have always tried to develop the business by bringing new and improved products to the market, looking for inventive ways to market the business and improving efficiency within our business practices.

“We’ve always been conscious of the hard work and long hours needed to succeed.”

Thorpes is now backing Business Link’s Real Innovators campaign, which is aiming to inspire North East entrepreneurs to use imaginative ideas to help improve their profits.

Business Link advisor Claire Pyle, who has worked closely with Thorpes for three years, said: “Innovation has been the key to Thorpes’ continuous success over the past 62 years.

“The business has constantly looked for opportunities to grow and develop, which has been highlighted by the launch of the Fireside Shop website and the company’s subsequent expansion.

“It’s been a pleasure to work with a business that is open to new ideas to help them grow on a national scale. Colin and Peter are great role models for other firms looking to innovate, which is crucial to the future prosperity of the region.”