ERT Award-winning Abbey Appliances Director, Hanna Haines, speaks to Will McGill about championing personal service, adapting to a changing retail landscape and keeping independent values at the heart of the business.
In the Worcestershire market town of Evesham, history and community are never far apart. The town itself sits within a sweeping loop of the River Avon and grew around Evesham Abbey, a vast Benedictine monastery founded in the early eighth century after a local swineherd reportedly experienced a vision of the Virgin Mary on the site. At its height, the abbey was one of the largest and wealthiest religious houses in England, drawing pilgrims and shaping the town that developed around it.
Today, although much of the abbey was dismantled during the dissolution of the monasteries in the 16th century, its surviving bell tower still stands as a reminder of the town’s long heritage. Just a short distance away, in a town centre still shaped by independent shops and traditional high street businesses, Abbey Appliances has been serving the local community since 1995.
For Hanna Haines, Director at Abbey Appliances, the business represents far more than a retail store. It’s a place rooted in the same local connections that have defined Evesham for centuries. “We see ourselves as an extension of our local community,” she says. “That’s always been the ethos of the business and something we try very hard to maintain.”
From the beginning
Hanna’s own route into the industry was anything but conventional. Having completed a degree in Drama, she originally expected to pursue a career in the performing arts. Instead, she found herself working as a PA to the CEO of a large health insurance firm in Surrey. It was a professional role she enjoyed, but life had other plans, as it often does.
In 2008, she moved back to Evesham for personal reasons, and a temporary opportunity arose at Abbey Appliances. The previous Owner, Lyn Knight, who as many of you know is Hanna’s mum, needed someone to help in the shop.
“I was meant to stay for six weeks,” she says. “That was 18 years ago.”
What began as a short-term role quickly turned into something more permanent. Over time, Hanna became embedded in the business and the industry, developing both product knowledge and an understanding of what makes an independent retailer thrive. When Lyn later retired, Hanna and Sam Morris stepped forward to take on the responsibility of running the business as Directors.
The present day
Today, her role at Abbey Appliances is as varied as the retail environment itself. With a small but highly capable team, everyone in the business takes on multiple responsibilities, and Hanna is no exception. A typical day might involve speaking with customers, arranging deliveries or installations, handling accounts payable and receivable, organising marketing and advertising campaigns, ordering stock, speaking with sales representatives, managing payroll or sourcing spare parts.
“It’s extremely varied,” she explains. “We’re a small team of incredible staff who all multitask between different roles. That’s actually what I like most about the job. The role is fluid, and no two days are ever the same.”
That sense of flexibility has become increasingly important as the retail landscape continues to change. Abbey Appliances was established in 1995, at a time when shopping habits looked very different from today. Back then, most appliance purchases took place in physical stores, and personal interaction was an integral part of the buying process.
Fast forward three decades and the majority of retail transactions now begin online. But while that shift has transformed the market, Hanna believes it has also highlighted the value of what independent retailers do best.
“The vast majority of retail now takes place online with no personal interaction and no direct customer service,” she says. “Our business has always stayed true to the traditional values it was born with and offers customers a personal experience that goes above and beyond a simple transaction.”
That focus on personal service remains one of Abbey Appliances’ defining characteristics. Customers walking through the door aren’t simply browsing products; they’re often seeking advice, reassurance or guidance on what can be a significant household purchase. For Hanna and her team, the goal is to ensure every customer leaves feeling supported and confident in their decision.
“Excellent customer service means listening to your customer, understanding their needs and expectations, and meeting or exceeding them,” she says. “We really do try to help our customers as much as possible, and our team are highly skilled in this regard.”
The approach has clearly resonated with local shoppers. Much of the business Abbey Appliances receives comes through word of mouth, with new customers frequently arriving on the recommendation of friends, neighbours or family members.
“The feedback we hear most often is that people have had a positive experience or that they’ve been recommended to visit us by someone they know,” Hanna says. “That’s always really reassuring because it confirms that sticking to our ethos is key.”
Core independent values
While the core values of the business have remained consistent, Abbey Appliances has not stood still. One of the most significant developments in recent years has been the introduction of fitted kitchens, a move that has broadened the scope of the business considerably.
The decision was driven by changes Hanna and her colleagues were observing in their customer base. Increasingly, people were upgrading their homes and undertaking more ambitious renovation projects.
“We could see that our customer base was changing,” Hanna explains. “People were upgrading their homes more regularly, and there was a gap in the local market for a retailer who could provide an entire package.”
Because the business already had extensive experience in appliances and electrical work, expanding into kitchens felt like a natural progression. Abbey Appliances can now design, supply and fit kitchens while also providing the electrical work and appliances required to complete the space.
Support from Symphony and the Sirius Buying Group played a key role in helping the team develop the design and planning skills needed to expand into this area. For Hanna, that guidance was invaluable.
“It opened our business up to a new type of customer,” she says. “We were very grateful for the support we received while learning those new skills.”
What’s selling?
Inside the showroom, the product mix reflects a careful balance between trusted brands and a broad range of price points. Hanna explains that certain manufacturers remain consistent best-sellers, forming the backbone of the store’s offering.
“Leading brands such as Bosch and Hotpoint would always be on our shop floor,” she says. “They’re brands customers know and often request.”
At the same time, the team is careful to ensure customers feel they have genuine choice. Stock is reviewed regularly to ensure the selection reflects local demand and evolving consumer preferences.
“Our customers like to see a good range of products so they don’t feel pushed towards a certain manufacturer or cost,” Hanna explains. “It can be hard to balance this because some brands sell more than others, but we try to review our core stock regularly so we can be responsive.”
In recent months, Bosch has been performing particularly strongly across several product categories. Hanna attributes this to a combination of brand recognition, product reliability and extended warranties offered on many models.
Built-in appliances – particularly cooking appliances and dishwashers – are also proving popular as more homeowners invest in kitchen upgrades.
“Freestanding cooking and dishwashing have taken a bit of a backseat,” she says. “That reflects the number of people upgrading their kitchens and moving towards built-in appliances.”
Changing consumer habits
While sales trends provide opportunities, the past few years have also presented significant challenges for independent retailers across the UK. The Covid pandemic had a profound impact on the sector, forcing many stores to close temporarily while also creating long-lasting supply chain disruptions.
“The pandemic played a huge part in the struggles many independent retailers have faced,” Hanna says. “Not only because we couldn’t open the store at times, but because it had such a lasting effect on the supply of goods.”
Those disruptions were followed by rising costs and the ongoing cost-of-living crisis, both of which have squeezed margins and reduced consumer spending.
“I feel we are only just beginning to properly navigate the market post-Covid,” she shares. “But the knock-on effects, combined with the cost-of-living crisis, have meant people are spending less money. That was particularly apparent in 2025, which was a poor year across the industry.”
Like many independents, Abbey Appliances has had to adapt quickly to external pressures. One particularly difficult moment came with the loss of Domestic Appliance Distributors (DAD), a supplier that had worked with the business for three decades.
“That had a huge impact on us,” Hanna says. “They had been a key supplier for 30 years.”
Yet the experience also reinforced one of the defining traits of independent retailers: resilience. By building relationships with alternative suppliers and carefully reviewing buying prices, the retailer has been able to fill the gaps left behind.
“With every problem comes a solution,” she says. “We’ve been able to use alternative suppliers, and in some cases that has actually resulted in greater financial reward.”
Looking ahead, Hanna believes there are still opportunities within the appliance market, particularly as consumers place greater emphasis on the aesthetics of their homes.
Customers increasingly want appliances that match visually, often choosing several products from the same brand to create a cohesive look within their kitchen.
“There appears to be an opportunity to provide customers with a cross-section of matching products from the same brand,” she says. “Consumers have become increasingly driven by aesthetics within their homes.”
In a retail environment where customers can easily research products online, staff knowledge has become more important than ever. At Abbey Appliances, product training is treated as a priority.
Team members regularly attend manufacturer training sessions and visit suppliers to learn about new technologies and features.
“It’s essential that our staff have excellent product knowledge and understand how machines work,” Hanna says. “Customers want to feel confident that we are experts in the products we sell. That builds trust.”
When it comes to recruiting new staff, however, technical knowledge is not necessarily the most important factor.
“In my opinion, independent businesses are only as good as their team,” she says. “Knowledge can always be learned. What matters more is the type of person and their approach to their work.”
For Hanna, the ideal candidate is someone who shares the business’ customer-focused ethos, works well within a team and is eager to learn.
“Everyone here works very hard and wants what is best for our customers and for the business as a whole,” she says.
Looking to the future
After a year that saw both the retirement of previous Directors and the departure of a long-serving staff member, the immediate focus for Abbey Appliances is stability.
“In the short term, we want to settle with our current team before making any major changes,” Hanna explains.
Longer term, there are ambitions to expand the store and introduce additional kitchen displays, alongside recruiting and training new staff.
“It’s difficult in the current climate to push forward too quickly,” she says. “We’re cautious in our approach to major change but remain committed to evolving the business when we’re able.”
Despite the challenges facing the sector, Hanna remains confident about the future role of independent retailers.
“I think independent retailers are the backbone of the appliance market,” she says. “We may never be on the same scale as the multinational retailers, but we play an important role in establishing and promoting brands.”
For manufacturers, that connection with independent retailers can be invaluable. Stores like Abbey Appliances provide something that large-scale operations often struggle to replicate: a direct, personal relationship between product, retailer and customer.
“That in-person link to the consumer is something independent retailers excel in,” she says.
For Hanna personally, the greatest satisfaction still comes from the variety of the role and the sense of teamwork within the business.
“I really enjoy the fact that my job encompasses so many different areas of the business,” she highlights. “I’m also enjoying learning new skills and facing the challenges that come with being a Director.”
At the ERT Awards last year, Abbey Appliances was named Best Independent Domestic Appliance Retailer – Small. It was the first award the business had received since Hanna stepped into her role as Director.
“I worried that we might not be able to maintain the success mum had achieved,” she says. “Especially with the challenges we faced last year.”
The recognition proved those fears unfounded.
“I was thrilled,” she says. “And incredibly proud of the team for receiving that award.”
Lyn Knight collecting the Best Independent Domestic Appliance Retailer – Small at the ERT Awards 2025.
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