In a time where mass job cuts are the order of the day and far too many businesses are closing their doors, Bennett Read is taking a firm stance on offering dignified employment opportunities.
This sentiment falls in line with the opening of our new store, which is situated in the Gateway Shopping Mall, Umhlanga. The store is the first of its kind, providing customers with a more tangible and better articulated brand experience.
Our brick-and-mortar space is set to supplement our ongoing digital efforts, providing individuals with all the knowledge they need to make informed purchases.
This bold move is a step out of the norm for us and is a step towards achieving our ever-adapting business goals (some of which include developing solutions to uniquely South African problems, creating more jobs, and adding value to peoples’ everyday lives).
How the Bennett Read Brand Began
Starting 17 years ago, Durban-based founders Patrick Bennett and Robin Read, held a vision firmly in their grasp. “Making every day exceptional,” has been the foundation upon which Bennett Read was built.
Our name holds the story of two ambitious individuals who left lucrative careers with the hopes of growing a credible brand that would consistently innovate and steer clear of cheap gizmos and gadgets.
Robin Read, once a partner at a multinational company and a financial systems manager, joined forces with Patrick Bennett who previously was a managing director of a successful home goods company and marketing director of prominent retail stores. Together they used their experience to start their very own company from the ground up. This company was Tevo.
Through Tevo they ambitiously aimed to dominate the home and lifestyle market and, in doing so, Tevo nurtured many brands beneath its wings - brands such as ShoX, Magneto, Cleancut, Zingo, and Bennett Read. Of these brands, Bennett Read has successfully carved a distinct path within the South African market and has become synonymous with quality household appliances such as vacuums, air fryers, and pressure washers.
A Focus on South African Consumers
The rapid growth of our brand, within a relatively short time span, can only be explained by the founders’ shining traits of grit, determination, humility, consistency, and commitment to South African consumers. They’ve managed to surpass expectations and overtake some really tough-to-beat industry leaders.
In a competitive retail arena, they’ve had to fight for their space with cool heads, devoted to strategy, planning, consumer feedback, and innovation.
In the words of Patrick and Robin, “Innovation means bringing something truly new to the market, something that customers have never seen before.”
Their motivation to always innovate has perhaps been one of the more influential factors in building the Bennett Read brand to what it is today.
Taking nothing for granted and staying up to date with latest home technology, Patrick and Robin truly believe that South Africans deserve the very best for less.
As a brand, our decision to move away from the tradition of bringing in high-end products at high-end prices has stood us in good stead.
“It’s a tough economy at the moment, which makes offering good quality products at the right prices a good place to be right now,” says Read.
By looking at the South African market, asking what our customers’ needs are, and building or sourcing products (across the globe) that meet these needs and that are also affordable, Patrick and Robin have created a successful and sustainable business model. Rather than looking to competitors for the next steps, the Bennett Read brand has continuously been setting industry trends and has been creating a demand for value-for-money home products and appliances.
“We are pedantic about quality in an industry that is not traditionally known for its quality,” shares Bennett.
We know that South Africans are tough consumers and that they are quality conscious and price sensitive. So, for us building trust is a big factor.
Stepping into the Spotlight
While the founders have done their best to stay under the radar, their move of opening a new store in Umhlanga Ridge is set to shine deserved spotlight on them and will help achieve their goal of increased trust within the public eye.
Central to the decision of launching a Bennett Read store in Gateway was ensuring that after sales service is more visible and convenient to customers. We have always had outlets catering to product repairs and customer issues. However, this does not come across as prominent as it should, and it is our hope that this new store will put a ‘face’ to the Bennett Read name and offer customers the reassurance they need.
All the Home Appliances You Need
Customers will now be able to find all 125 products in the same place – be it pots, pans, mini ovens, washing machines, massagers, heaters, juicers or grills. Furthermore, by supporting this store, they’ll be contributing to increased employment within South Africa – something our country desperately needs. Bennett Read Gateway is excited to open up jobs both instore and administratively.
From building a business in a time where telephone and post were the best means of communication to employing over 1000 employees and becoming proficient in online sales and service, the Bennett Read brand now finds itself in a new era – one that increasingly focuses on building positive tactile experiences for customers and that solves real issues for them through products that bring the wow factor!
Come visit us at the Gateway Theatre of Shopping (shop number F161) and experience our full range.
