Leekes Llantrisant’s £10 million investment ‘testament to commitment to bricks-and-mortar retail’

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When Leekes unveiled two new departments at its flagship Llantrisant store on St David’s Day weekend, it may have seemed a world away from the ironmongery business founded by James Henry Leeke in the front room of a terraced house in the Rhondda in 1897.

The opening weekend of the store’s Homestyling and Clothing departments saw footfall almost double compared to the same period last year.

The proudly Welsh, independent family business celebrated in style, with customers enjoying special offers and promotions amid a sea of Welshcakes and daffodils, and even a Tom Jones tribute act.

However, according to Leekes Retail MD Emma Leeke, the approach to growth has been consistent throughout the four generations.

“Understanding our customers and what they value is the pretty open secret of our success, and we don’t see that changing any time soon,” she explains.

“It may sound very traditional – and I suppose it is – but that clear focus forms the foundation for our decision-making and allows us to make both considered and nimble business decisions.

“For example, we understand that most people love their homes, some love to shop, and most like to see and feel what they are buying, with some help from friendly, knowledgeable teams. So, while we offer online shopping, that insight is the reason for our ongoing commitment to, and investment in, bricks-and-mortar retail.”

It sounds simple, but there is surely more to the story when you consider James saw the business through two world wars, and growth continued unabated under the stewardship of his son, Llewellyn. In the late 1960s, Llewellyn’s son – and Emma’s father, Gerald, joined the business full-time.

Significant growth followed, including through economic recessions, and particularly from the late 1970s, when Leekes was at the vanguard of the out-of-town retail revolution in Wales. Today, the Leekes Group employs 500 people across five stores located in south Wales, the south west of England and the Midlands.

It also includes the Vale Resort, comprising a 143-bed four-star hotel, golf course and spa; the historic, Grade I-listed Hensol Castle, a luxury wedding, conference and events venue; and Hensol Distillery, which produces a range of award-winning spirits.

“While the business has always been clearly customer-focused, the other essential part of the story for us is our teams. The people we work with are incredibly loyal, committed, and are a huge part of the business success.

“Equally, the relationships we have with our suppliers, including with the biggest, leading brands, are vitally important, and we work hard at maintaining those,” says Emma, who joined the family business 25 years ago.

Notably, it was the longest-serving members of the Llantrisant store team who cut the ribbon at the launch of the new departments, reopening 30,000 sq ft of retail space – almost a quarter of its 125,000 sq ft footprint – after 10 months of total floor-to-roof refurbishment.

This follows the recent refurbishment of the store’s furniture studio, the largest in Wales and the south west of England, and is part of a multi-year £10 million investment programme.

“The Homestyling department is a new approach for us but, again, has been entirely conceived around the way customers love to shop,” explains Emma.

“Yes, it’s about leading brands – Le Creuset, Joseph Joseph and Simplehuman, for example – and a greater variety of products, but it’s also designed for easy browsing, fun and inspiration, with everything to style every room in your home all in one space.

“So customers can come and get ideas for finishing touches, entire projects or a seasonal refresh, whether that’s for the kitchen, bedroom, bathroom, hallway or living rooms. The response so far has been really enthusiastic.

“Expanding our clothing concessions made sense because our customers loved the broader offer and were keen for more, and now we’re seeing customers come expressly to buy clothes.”

The store’s significantly increased everyday and outdoor clothing offer presents more than 20 concessions under one roof, with Nougat London and Raging Bull among those joining the existing roster, which includes Craghoppers & Regatta, Weird Fish, Goose Island and Apricot. Footwear is being added to the product mix for the first time in April, with the arrival of Pavers.

So would James Henry Leeke recognise the Leekes of today?

“He may not have imagined the move into clothing!” concedes Emma.

“But I’m confident he would recognise the commitment to customers and the entrepreneurial spirit that defines the family business. It’s in the blood!”