Jonathan Elphick, Managing Director of independent furniture retailer Elphicks of Huntingdon, talks about recent investments, why younger blood is needed in the industry and the importance to back British products.
Meet Jonathan
I have recently been appointed as Managing Director of our family run, independent furniture business ‘Elphicks of Huntingdon’, being the 5th generation of the family to take on this responsibility, we have been supplying top quality furniture for over 122 years. My main responsibilities include continuing the sense of family values and the vision of my great, great, Grandfather to retain the charm and appeal of a local family business whilst attracting customers from far and wide.
I oversee the general management of the company and ensure our stocks are up to date with current trends whilst retaining the style and quality our customers expect. I am passionate about securing our future by developing our business plan in the digital age and making improvements to the shopping experience to attract new customers and valuing the loyalty of our current customers to ensure continued longevity and success.
Recent investments?
2024 was a fantastic year for investment in the company. We have given a fresh look to the shop frontage with all-new signs. Secondly, an eye-catching and impressive timeline has been created in the very centre of the shop displaying the history of the 5 Generations of the Elphick family who have been involved in the growth and success of the business.
A new website has been launched complimenting the refresh of our branding, along with numerous other investments, including the update to our delivery fleet of vehicles and the investment into a brand-new Fire Alarm System to offer protection of our assets.
Future plans?
My future vision for the business is to extend our Upper Showroom to give additional opportunity to display an extended range of bedroom furniture to encourage interest from a wider customer base. I also intend to continue the improvements to the premises to ensure a ‘fresh and up to date’ persona whilst maintaining our friendly, welcoming and caring customer service.
What is your mission?
To boldly pursue my passion to make my family proud of this cherished furniture business that I am now the caretaker of and to take Elphicks of Huntingdon into the next era of furniture retailing, which is a very different place to when the company first started.
On sustainability, what is your business doing on this topic?
We aim to contribute significantly to the sustainability efforts by reducing our carbon contributions and showcase our dedication to increasing our ‘green footprint’ by fitting 35 roof solar panels, which will also reduce our utility costs. We take sustainability very seriously and try wherever possible to recycle and save energy.
How has recent business been? What trends are you noticing?
Business in the last few years has been extremely encouraging, and we are fortunate to have a wonderful and loyal customer data base, which has been reflected in our positive order book to take forward into 2025. I recognise that trends are always changing, and we have seen a move to more neutral soft interior colours with an increase in accent and lifestyle chairs and ‘high end’ purchases are becoming more dominant.
What would you change in the industry?
I would like to see the furniture industry encouraging younger people into the workforce and bring more vitality and new ideas into the industry. I am a great advocate of the ‘Buy British’ philosophy and it would be great to see some vibrancy from young designers and engineers with increased incentives to help the UK industry compete with imports.
What challenges do you currently face and how are you overcoming these?
I think challenges for retail, especially currently, is employing good quality, reliable and dedicated employees. In a world of working from home, flexible hours and no weekend work, retail is becoming less attractive, and I can see this being a problem in the future if we do not develop strategies to entice potential employees in.
Also, of course, the cost of running a company now is becoming astronomical and it is a very competitive environment, so it is even more important to run a ‘lean machine’ which focuses on providing a bespoke service but without the adverse additional costs.
Do you have any staff you would like to pay special thanks or recognition to and why?
Enormous thank you must go to both Sue and Kim Pittams (my parents) who have supported me to the point that I am finally ready to take the reins. They have both worked tirelessly for the company. It is a tribute to Kim that he has dedicated over 45 years to the success of the company and still going strong and Sue is remaining in her role of Finance Director to ensure I keep on the straight and narrow.
I also owe a lot to our new Sales Director, Aiden Jones, who has just completed his second year with us. Aiden has made an outstanding contribution to the company, bringing a wealth of experience from various Sales and management roles. He is instrumental in assisting me with many of my visions and I look at him as my ‘right-hand man’.
Our company, however, is only as successful as the colleagues that work within it. We are blessed with an exceptional workforce, and I thank each and every one of them for their commitment, dedication, professionalism and support to our vision – they are an amazing team, and I am extremely grateful to all of them.
Why do you think customers choose your business?
I believe customers choose Elphicks of Huntingdon, firstly because we are an independent, family run business not chasing corporate sales targets and we offer an outstanding selection of home furnishings with knowledgeable employees who can give specific advice to meet their needs.
As part of the AIS buying group, we remain extremely competitive, selling most of the ‘big brand’ furniture that people recognise, but we also offer that little something different that perhaps they don’t always see elsewhere.
