Keeping one step ahead

3 June 2003



Norris Shepherdson talks to Janet Taylor about the way Norris Steam has developed


Norris Steam is a company founded on service in the widest sense. It started as a service company, set up in 1968 when engineer Norris Shepherdson decided to go into business on his own account.

Since then the scope of the business has widened greatly. After visiting an exhibition in Italy in the early 1980s, the company became the agent for Dueffe, described by Mr Shepherdson as the biggest manufacturer of small portable electric boilers and steam irons. Since then it has become the UK agent for Stirovap pressing equipment and it is the main UK agent for Jiffy Steamers.

Customers, originally London's East End garment manufacturers, have changed too and the base has expanded.

Garment retail is a big part of the business, with well-known names such as Harvey Nichols and designer outlet Paul Smith in the list. The theatrical and entertainment world figures too, he mentions theatre producer Bill Kenwright.

The customer list covers virtually any sector where clothing or clothing care is involved drycleaning naturally, but also ironing services and others ranging from gentlemen's tailoring to army barracks.

Service support

Service support is still a core part of the operations. and the extensive spares stock a big USP. "We do around 90% of the iron servicing in the UK," says Mr Shepherdson. Spares back-up is described as "second to none". Only very rarely does the company need to order a part.

Indeed, as visitors go around the building, they will find that the well-ordered rows of containers and shelves of spares are noticeable. The showcase containing irons and accessories is another feature.

Stocks of larger items too are plentiful. To give just a couple of examples of stock levels, Teflon shoes for irons are always in stock as are 10 different types of iron in varying shapes and sizes. "We always have around 100 irons in stock.We don't buy from anyone else in the UK only from Italy. Deliveries arrive about once a fortnight."

The showroom displays the equipment including, irons, pressing equipment, formers and small boilers.

Demonstrations provided

Customers can ring up and come and see machines working should they wish.

On the drycleaning side, as an agent for the Dueffe all-steam iron, the company deals with machine distributors and with individual cleaners.

Another popular line in the drycleaning sector is the Stirovap 2litre iron and generator. It's an ideal product for avoiding downtime if the big boiler needs maintenance, Mr Shepherdson explains, adding that the iron and generator can also save running costs when cleaners need to do small amounts of ironing.

The company has built up a substantial mail-order service providing items such as press clothing, spares for irons, and heating elements for small electric boilers. Mail order has really developed, again on the back of the company's stocking policy. "If you have the stock you can provide the back-up."

The company has clearly both expanded and changed over the last 35 years and will continue to do so. "It's going to progress we try to be one step ahead."

Business strategy

But that strategy of a business founded on good service, support, extensive stock will always remain.

While all some competitors want to do is cut price, Norris Shepherdson comments: "We can't afford to do that, but you will never get away from price unless you give 100% back up and we do."


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