Learn how EFG Housewares, the UK’s largest independent wholesaler, is bigger and better than ever before
From hardware to kitchenware, toiletries and tableware to toys, clothing and electrical goods, if you can think of it, you can probably find it at EFG Housewares. Founded in 1976, the company has transformed from a regional retailer to an international wholesale powerhouse. As the UK’s largest independent wholesaler, EFG Housewares’ expansive product range boasts over 50,000 SKUs across more than 500 of the world’s leading brands. Today, as the company edges closer to its 50th anniversary, it continues to further innovate its operations and expand its global footprint.
When Retail Merchandiser last sat down with Mike Smith, Head of Commercial at EFG Housewares, in 2024, he shared insight into the company’s history, as well as
the role that technology continues to play in strengthening its strategic partnerships and expanding its market presence. One year later, Mike returns to offer an update on how EFG Housewares has progressed since we last spoke and how it’s mitigating current challenges amidst new legislations.
“This year has presented some issues for us with some of the new rules brought in by the government, which have really affected us in terms our cost base. Despite that however, we are seeing an excellent year so far,” Mike affirms. “We’ve invested a lot into improving our business, our software and our brand offering.
“Over the last couple of years, for example, we’ve invested in a new POS system for business ordering, stockholding, cash and carry purchase orders, credit accounts, accounts payable and receivable, etcetera. We’re just about to roll out the second phase of that now, which will automate a lot of those procedures. We’re also using handheld scanners now, which have sped up our picking processes. These investments have really helped to streamline our operations.”
Such investments and developments continue to be one of the driving forces behind EFG Housewares’ growth. Last year, Mike revealed that the company had been focusing on expanding its digital presence, investing in a new website with an innovative AI search element. Now, by continuing to leverage new technologies and innovations, EFG Housewares has been able to significantly expand its own label brand, Bright & Homely, which stocks a variety of different homeware and garden items and accessories, such as plungers, garden wires, hoses, non-slip mats, and kitchen utensils. Since its conception, the brand continues to be a great hit amongst consumers, particularly with EFG Housewares’ social housing and government clients.
“Our own label range, which started off at around 30 products, is now up to 500, so it’s growing very quickly. I’m responsible for a lot of our commercial, social housing and government-type products, so when we get the demand for a product that we would’ve traditionally bought from someone else, we then roll it out in our own space. That’s where our own brand, Bright & Homely, comes in; it’s a very high-quality, low-cost brand that we’re really pushing to make up for some of the revenue we’ve lost as a result of new legislative challenges,” Mike explains.
In following, the company is placing a greater emphasis on these government and social housing contracts to further strengthen its position in the market, particularly considering the new requirements and frameworks.
“We’re very much pushing for these government and social housing contracts. We recently attended the Housing 2025 trade show in Manchester, which was basically a fact-finding mission about government framework, procurement, how it works, and so on,” Mike says. “From that, we gained an insight into the business and we’re now tendering for several government projects. In the government and public sectors, there’s a much more microscopic focus on the product’s journey, how it’s manufactured, if it’s sourced and packed ethically, how it got here, among many other factors; it’s a lot of documentation.”
Whilst these extra provisions may present some additional export challenges for some, EFG Housewares’ diverse geographical footprint and strong supplier relations give the company the competitive edge. The business has seen a further increase in its West African exports, despite many veering away from the African markets, which acts as another testament to EFG Housewares’ adaptability and operational efficiency on an international scale.
“West Africa has a very cyclical export in that you’ll get a very busy two to three years, and then you’ll get a lull, and repeat. Right now, we’re right in the middle of those busy years,” Mike comments. “There’s always extra risks associated with supplying to West Africa and a lot of hoops that you have to jump through, but our export business is doing a phenomenal job.”
Despite the onslaught of macroeconomic challenges that continue to sweep the retail industry, EFG Housewares remains well-positioned for a bright future. Armed with an ever-expansive product range and a loyal consumer base, the company will remain at the forefront of retail royalty, upholding its stellar reputation as a one-stop shop for everything a private or commercial customer could ever want and need.
“Next year marks our 50th birthday, so we’re certainly going to do something to celebrate; we’ll put a greater focus on that once Christmas is finished,” Mike reveals. “We’ll continue to push our Super Sunday promotions because our customers love them, and we’ll just continue to stay busy within the sector we’re in. We’ll need to keep our eyes on the rising costs, but we’re going to invest heavily into our ecommerce division to drive that further.
“The owners of the business are very excited about what’s to come next,” Mike says, concluding our interview. “Nobody is resting their laurels here.”