ERA, the home security specialist, has joined forces with builder’s merchant, Jewson, in a bid to put ironmongery back on the map in Leicester.
Independent builders merchant, J.S Millington, located on Humberstone Road, became part of the Jewson portfolio 14 years ago and provides service and advice for tradespeople in the area.
Jewson Millington approached ERA to help boost the branch’s traditional ironmongery product range and now boasts a dedicated area displaying ERA’s wide range of products with large stock volumes on site. The new-look branch was officially launched in July where guests were treated to refreshments, giveaways and special product offers.
Tania Tams, Head of marketing for ERA, said: “ERA was established in 1843, Millington’s in 1860, and it’s great to see two historic, well established businesses coming together in this way.
“It has taken us around six months and £10,000 to transform a 114M Sq area of the branch to provide customers with a much wider range of traditional ironmongery products that can be bought in bulk or as single units – all backed up of course with our excellent ERA aftersales support.
“The ERA display includes five metres of display units featuring 165 key products designed to maximise the available space which also incorporates a seating area for staff and customers to discuss requirements.”
Commenting on behalf of Jewson, Area Director, Martin Beale, said: “When we were looking for someone to come on board and boost our ironmongery offer, we wanted a brand that would resonate with our customer base which is predominately trade. ERA was the obvious choice for us and we are confident that with ERA’s support and expertise we can establish Jewson Millington as a centre of excellence for ironmongery.
“Our partnership with ERA is one of a number of initiative we have in place to help grow the business at Jewson Millington and we hope to redevelop the branch further in the future. We also plan to expand our relationship with ERA in terms of architectural ironmongery. By working together in this way, we have improved the look of the branch and enhanced the excellent service provided by the team.”