Andrew Steel, eCommerce Director at Charles Bentley, reveals how the 160-year-old company achieved £30M in multi-channel sales. Learn their secrets to managing over 20 sales channels, implementing a clever stock-splitting system to prevent overselling, and optimizing SKUs for growth. This episode is packed with strategies for heritage brands navigating the modern eCommerce landscape.
Key takeaways
Implement a stock-splitting system to manage inventory across 20+ sales channels effectively and prevent overselling.
Strategically reduce your SKU count; Charles Bentley boosted growth by cutting 1,300 SKUs to 600, focusing on profitability and efficiency.
Utilize data, weather trends, and search terms for accurate sales forecasting, as demonstrated by Charles Bentley's data-driven approach.
Explore fractional experts and technology partnerships to gain specialized knowledge and accelerate eCommerce scaling without full-time hires.
Develop strategies for consistent pricing across marketplaces to combat price scraping and maintain brand integrity.
Andrew Steel is the eCommerce Director at Charles Bentley. Founded 160 years ago as manufacturer of chimney sweeping brushes, they now balance selling brushes and cleaning products via wholesale and dropshipping to some of the UK’s largest retailers and running their own home and garden eCommerce store. Annual Sales are now at around £30million across the group. In this episode, Andrew shares the hard-won lessons behind managing 20+ sales channels, mastering stock control, and scaling a heritage brand in today’s competitive eCommerce landscape. Hit PLAY to hear: 🎯 How Charles Bentley sells on 20+ channels (without going crazy) 📦 The clever stock-splitting system that prevents overselling nightmares 🧹 Why cutting SKUs from 1,300 to 600 actually boosted growth 📊 How Andrew uses data, weather trends & search terms to forecast sales 💸 The truth about price scraping & keeping prices consistent across marketplaces 🤝 Why fractional experts can be your secret weapon for eCommerce scaling Key timestamps to dive straight in: [03:57] Optimizing Retail Channels for Growth [07:44] Stock Management and Channel Optimization [12:08] Challenges in Retail Price Control [16:00] Evolving Expertise Through Technology Partnership [16:57] Longstanding Trusted Business Partnership [23:16] eCommerce Challenges and Recovery [24:54] Expanding Charles Bentley's European Market [25:35] Listen to Andrew’s Top Tips! Full episode notes here: https://ecmp.info/565 ---
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