‘As retailers, we need to promote our existence and educate the masses about the products and services we offer, and the benefits of listening to music’
In the first of a new series of interviews with Clarity members - dealers and suppliers - freelance journalist, Sean Hannam, speaks to Simon Burton, MD and owner of leading Kent hi-fi and home cinema retailer, Home Media, in Maidstone, which had its 30th birthday last year.
Home Media has been selling hi-fi and home cinema in Union Street, Maidstone, Kent, since 1996.
Current owner and managing director, Simon Burton, took over the shop, with his business partner, in 2002, but when he first worked there in the mid ‘90s, the store was called Unilet Sound and Vision - it was renamed Home Media in 1999. In an exclusive interview, Simon reflects on the longevity of the business, gives us his take on the hi-fi market, tells us why Clarity has an important part to play in the industry, and shares his love of music.
How does it feel to have recently celebrated 30 years of Home Media?
Simon Burton: It’s hard to believe that three decades have passed since the showroom first opened its doors. I can recall spending time here in the early days, prior to opening, when we were fitting carpets and shelving. I would’ve been in my mid-twenties then, so it was a long time ago.
How has the business survived for more than 30 years?
I’ve always aimed to keep the running costs as low as possible and respect the money that’s there, rather than take large salaries. We continually reinvest the profits into the business and that has certainly helped us to grow the range and breadth of demonstration stock that we have.
When we receive a customer enquiry for a £300 CD player and we have one that retails for £700 or £800, we can have a conversation with a person about the performance gain of a higher quality model, and before you know it, we’re achieving a higher spend. We only invest in products that we truly believe offer exceptional performance for their price point and in suppliers that we feel give us equal support as we give them. It’s very much a relationship-based situation and less so about profitability - it’s about which products we think will provide benefits to the customer.
We actively encourage every existing and potential customer that we come into contact with to try products before making a purchase. We’d rather understand the environment in which they’re listening and look for any shortcomings rather than just take their money - we can help someone to make a qualified decision.
Who are your customers?
The age demographic is around 40 to 80, but we’re certainly seeing a few youngsters coming to us now, which is great. We’ve got an 18-year-old who’s going to do some work experience with us.
Your son, Chris, works with you, doesn’t he?
Yes - he’s almost 27 and he’s been with us for eight years. He’s taken to it like a duck to water and progressing ever so well and it’s great that he has built relationships with people from all walks of life and of all ages. He was exposed to music from an early age by his old man.
How’s business?
It’s turbulent and I think it’s very much driven by how people feel about life in general, with global events and so on, as well as their own financial situation. In the South East of England, lots of people work long hours, which has a detrimental impact on the opportunities that they have to take time out to enjoy listening to music or to watch a film. It’s not until people in the South East reach retirement age that they suddenly regain a bit of time and can reinvest in life’s pleasures, like listening to music once again.
What are the biggest challenges the hi-fi industry faces?
I think there are a few things. It’s the way in which people engage with technology and listen to music. There’s also the added appeal of other [competing] industry sectors, like travel and automotive. There are key players that are commanding more from the coffers of the public. You’ve only got to look at the car rental schemes that exist now, where people are spending several hundred pounds a month on the latest car - that has a knock-on effect on their available funds at the end of the month.
How do you see your business developing?
My gut feeling is the specialist sector of our industry, which we are very much part of, will become increasingly more niche, and I think demand for our home demonstration service will increase. We’ll become even more specialised and consultative.
How important is it for the hi-fi industry to have a trade association like Clarity?
I’m a great believer in trade bodies and an advocate for Clarity - it’s a vital component of the industry, however, it needs investment from its members, whether that’s financial or giving a helping hand. During challenging times, that’s when it becomes increasingly difficult for retailers like me to give up their time to help, but I’m very much of the opinion that collectively we as retailers need to promote our existence and educate the masses about the products and services we can offer. We also can’t forget the benefits of listening to music and how it can improve our mental wellbeing.
We desperately need to combine resources and invest money collectively, so we can use that money to promote the industry - Clarity and its members. We need to do something, because ultimately, we're not just fighting one another for existence, we're fighting the automotive and travel industries as well. We need to fly the flag to gain greater strength and visibility for our businesses.
Where did your passion for hi-fi come from? I’m assuming it started with a love of music?
Exactly. I had a love of music from an early age, and it stems from my parents, who were both very passionate about it. My very first seven-inch single was ‘January’ by a group called Pilot - I was around four years old and living in London. When I was eight years old, I would eagerly take myself off on a Saturday to our local chemist, which sold records - I’d cycle there with my £1 pocket money and would buy a chart-topping 7in single of the time for the princely sum of 87 pence.
My passion for hi-fi stems from when I was nine or 10 years old. Two of our neighbours - guys called Derek and Ronnie - had purchased hi-fi separates. I have vivid recollections of the emotions I felt listening to music, certainly with songs that I was familiar with, and realising I had never heard it in quite as much detail as I was hearing at home. I’m in no doubt that I became an irritant to those two guys, and I still remember them very well. They inspired me and I ended up with a budget separates system when I was 12. Some of my secondary school friends shared my passion and we would enjoy music together. My initial system evolved during my teens and throughout my twenties.
Tell us some of your favourite albums or artists…
Parallel Lines by Blondie was one of my first albums - it was a present from my aunt when I was nine years old. I was gifted Eat to the Beat and Plastic Letters as well. I am a passionate fan of The Who and Free.
So, you’re a classic rock guy?
I’m into everything. I also enjoy electronica and artists such as SOHN. He’s fantastic and he needs a special mention.
