Fax: 01444 414813
Email: info@airstream.co.uk
The histories of many companies begin in small ways, someone with a bright idea working from a shed, or a tiny shop and the common factor in whether a company succeeds and grows tends to be the result of a combination of very hard work together with imagination and vision on the part of the founder.
The success of Cooks of Bedford is probably one of the most dazzling examples of this kind of growth.
Back in the post war years Ron Cook took his converted ambulance around the East Anglia region. During this period of time a strong working relationship developed between Draper Tools and Cooks of Bedford, this was a very useful relationship, indeed it remains so today. Ron would take the ambulance down to London where he stocked up on tools. He would then head into East Anglia laden with stock, and would travel around making sales.
Of course for a man with Ron’s skill and ambition the next obvious step was to move into a more permanent form of outlet. So he purchased premises in Caudwell Street, Bedford. But of course when a business like Cooks of Bedford starts growing it is often rapid, soon it was time to move into larger premises. At this time Ron decided that haven given so much of his energy to developing the business it was time to let someone else takeover and quit to indulge another interest of his. Ron set up an Art gallery business in London that allowed him to pursue his love of paintings. It was at this time Jim Carrier purchased the business from Ron. Nowadays Cook’s is run by the father and son team of Jim and his son James.
That the business continued to grow and is still thriving today is a reflection on Jims skill in taking Ron’s original vision and adding his own innovations and energy.
In 1962 The business moved again, this time due to the expansion of the local technical college car park. Fortunately Jim was able to find some excellent premises in Midland Road, there was a good retail area available here, together with brand new purpose built stores. This new location proved to be such a success that Cooks remained in Midland Road for nearly 35 years. Eventually the time came for the ever expanding company to move again, driven by its own success Cook’s of Bedford moved to the 6000 sq ft premises on the Woburn Road Industrial Estate that the company still occupies. By this time the company was under the management of James Carrier.
Even today after sixty years of growth James ensures the company continues to expand into new product ranges, supplying the changing needs of its customers. Work clothing is already an important area for the company and it has ongoing plans to develop the range even further developing its work clothing. The range includes 50 different styles of shoes, in all sizes and competitively priced.
Like any forward looking company Cook’s of Bedford is making sure it maximizes the potential of the internet and is currently developing its site. The upgraded site will feature many special offers on a wide range of products.
Like so many independent tool retailers THS has played an important role in helping Cook’s grow and prosper, James is quick to point out, the team at THS has always given its fullest support.
Publicity is another factor that James pays great attention to, making sure customers know what new products and offers are available. Cook’s produces its own bi-monthly flier and offer sheets.
Keeping the customer informed is only half the strategy though, offering value and expertise are, or course essential to gaining new customers and keeping old ones. One of the areas that Cook’s put particular emphasis on is the promotion of workshop consumable lines, the things that every customer has to buy. Cook’s strives to always provide these items at the keenest price, even for small quantities. Helping customers to reduce their overheads in this way is of course a popular move and, not surprisingly, is a very good strategy for ensuring continuing return custom.
1500 account customers are an indication of the successful appeal of the Cook’s of Bedford approach. Guaranteed next day delivery free of charge within 30 miles of Bedford is another winning strategy. When it comes to the continuing success and appeal James is clear as to what is at the centre of everything: “It’s the service that counts,” he asserts.
There really can be no doubting that the formula for a successful tool retail business, created by Ron before being refined to perfection by Jim and James, is what Cook’s of Bedford has, its continued growth, along with an ever expanding customer base are the proof.
With shelves bulging with brands such as Hitatchi, G & J Hall, Rhodius, Sealy, Harrison & Clough, Draper, Dickies, Tusker, Britool, Makita, Metabo, Ryobi and a score more, it is no wonder that the company is employing more staff all the time to meet demand.
What Cook’s of Bedford has really achieved is something that many businesses have found almost impossible. It has taken the ethos of a small one man outfit, the friendly and expert service and has managed to grow it, without loosing the special customer bond that is especially needed in a specialist market such as the tool trade. Cook’s of Bedford is a tool retailer whose attention to quality and service can, because of its growth, benefit an increasing number of customers, without abandoning the qualities that attracted then in the first place.
A visit by Brian Hall, Editor.
Click on icon (above) for the full story!
Airstream Communications