After more than a century in business, Applebee’s electrical store is hardwired for success
FAMILY-RUN SHOP HAS BEEN A FIXTURE SINCE 1920
APPLEBEE’S electrical supply shop in Beeston has shared the secrets to its success after more than a century in business.
Reginald Applebee opened the original shop in 1920. His greatgranddaughter, Stacey Graham, has now taken over the business and is determined to mix the modern with the traditional. She felt it was her duty to carry on the legacy of the store and is now the fourth-generation family member to own it.
Stacey said: “I was in a time of my life where I had had children and was working part-time. I felt it was my duty to carry it on, as Applebee’s is well known in Beeston and we had plenty of customers who said ‘what would we do without the shop as it sells everything?’
“Since I took over, I put some items that we used to sell back in from years ago such as the Airfix kits, the Humbrol paints, spud guns and little devil bangers. I wanted to bring a bit of nostalgia into the shop.”
Interestingly, the shop’s counters and cabinets are all traditional. The Wollaton Road shop in which the business is now based after moving from its original location on the High Street was once a chemist in the early part of the 1900s and still retains echoes of its former life.
Stacey said: “All the cabinets and counters are the original ones...you can still smell the scent of something in one drawer from years ago. We had someone come from the university to have a look in the drawer and take pictures.
“There are Latin inscriptions written on the drawers and we had a friend translate it. It tells you what was in each drawer and you can still smell whatever was in this drawer that has gone into the wood and stayed there.”
When it comes to the secrets of its success, Applebee’s is one of few shops of its kind. The busy store never has a quiet moment as customers pop in constantly, relying on the expertise of the family to find exactly what they need to get the job done.
Stacey said: “The way the shop looks draws people in as there aren’t that many places like this left in Beeston, especially run by the same family. We sell everything so it’s always reliable for people and we get people coming in who used to come here as children so it’s a trip down memory lane.
“At Christmas time, my greatgrandad used to have a train going around the window so I’ve got one up and running around the tree. A lot of little kids have been pressing their faces against the window to have a look, which I love to see. I want to replicate what my greatgrandfather used to do.”
It’s been a difficult time for independent traders post-covid restrictions and as the cost of living increases. However, Stacey feels there is more support than ever for independent businesses as customers often seek advice.
She said: “People are supportive... because they want that one-to-one service to ask for advice. You can’t get that in the supermarket.
“If people want something, in particular, they want to ask about it, look at it or take it out of the packaging. I can give that one-to-one service and I feel people like that, especially the older generation.”
One of the hardest things has been trying to judge what works especially when it comes to balancing modern shoppers and older regulars. The mix of traditional and the new has been successful but it has been difficult to figure out what could work for the store.
“We are trying different ranges to see what will take off. It’s seeing what people would like to buy, as kids today are all ipads and modern things. Would they still like to build an Airfix kit?
“We are trying the new lines and it has been successful so far as I have adults coming in saying they built one as a kid and want to do another.
“I’m trying to see if I can get the younger generation back into the shop to play with traditional toys instead of sitting on their ipads. That’s been a challenge.”
When it comes to ensuring the future of the shop, Stacey is training up the next generation of the family starting with Saturday jobs. She said: “I have five children so I have a few chances for the future of the shop. I have an older son who is a barber by trade and has worked in the shop for his grandfather. My daughter Daisy is 17 but she also worked for him but she is now a dental nurse. They are a bit young now but as time goes on that might change.
“I have three other children who all come in on Saturdays. My main plan at the moment is to get Sam, who is 11, to help on Saturdays and they might take it on in the future when I’m a little old lady. That would be nice.”
There aren’t that many places like this left in Beeston, especially run by the same family.
Stacey Graham