Family-run appliances firm launches new showroom with celebratory events
A family-run Leicester business with a 50-year history of selling and repairing electrical appliances is expanding into much larger premises.
DR Electrical is moving from its current showroom on Loughborough Road, Leicester, to Syston (next to the train station), where it will display and stock even more kitchen appliances and white goods, and also offer on-site appliance repairs.
The extra space will also enable the business to host live product showcases and cooking demonstrations, as well as giving customers the opportunity to view a much wider range of the latest goods before buying.
The popular long-standing firm invited members of the public and local businesses to join the celebrations in May as part of two launch events at the new showroom, packed full of giveaways and promotions.
The first was held on 20th May for businesses only and then everyone was invited to see what’s in store on 21st May.
New chapter in firm’s long history of growth and success
The move to a larger showroom marked the latest chapter in DR Electrical’s history of growth and success, which has accelerated as a result of the pandemic, as more people turned to trusted local specialists for services.
The business was founded in 1971 by trained electrical engineer Leonardo De Rienzo. At that time, automatic washing machines were just being introduced into the market and Leonardo was one of the first engineers in the area to offer repairs to these new appliances.
As demand grew, the company expanded from a man-and-van repair business to a larger operation, employing several engineers across the Midlands. DR added a retail arm, selling washing machines, cookers, dishwashers, fridge-freezers and range cookers, in one of Leicestershire’s biggest kitchen appliance showrooms.
A large warehouse full of stock, plus a same day order and collect service, and delivery across the Midlands, means people can get quick and easy access to a wide variety of goods and appliances.
This has now been taken to the next level, with more investment planned in the website, supported by a huge new warehouse for greater stock levels.
Prior to the pandemic, the business was run by Leonardo De Rienzo, together with his brother-in-law Enzo Lannelli (service manager), since COVID, the dynamic has changed and Lorenzo’s son Rob De Rienzo now deals with the daily management of the business.
‘New showroom will offer a retail destination’
Rob, who has been integral to DR Electrical for over 30 years, said:
“We’re really excited for the move to our new home in Syston. While we’ve loved being on Loughborough Road, we need the extra space. There’s also ample customer parking at the new site.
“The business has grown a lot since the pandemic, both in store and online, as we found that people wanted to buy from trusted specialists. We’re scaling up so we can provide even more of what customers want, while maintaining that friendly, family-run ethos.
“The new showroom will be a real destination with an in-store experience that will offer people a genuine alternative to the major national chains.
“It’s amazing to look back at how far we’ve come over the past five decades to everything we offer today, whether that’s same day click and collect, flexible delivery across the Midlands, financing or bundles for landlords. We’re also looking to expand into contract work to supply student accommodation and social housing groups, so there’s even more growth on the cards for the coming months and years.”