Borshch 40 years of trading

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In 1982 Borshch Electric was formed as a family run business based in Temple Street, Wolverhampton. Built on our ethos ‘to meet and exceed customer expectations through the excellent service we offer and the quality, affordable prices we provide’. Based in a 1,500 sq ft warehouse our aim was to deal directly with manufacturers buying graded appliances, ‘reworking’ them and then selling them direct to the public at discounted prices. These were initially supplied by Kelvinator, Thorne and Philips. Over the years we have dealt with nearly all the main manufacturers and to this day we still do.  Our Company ethos has not changed from day one.

Within two years we outgrew our premises and moved to Watery Lane, Birmingham. Here we operated from a 30,000 sq ft warehouse and very soon our expansion continued. We took on additional warehouse space from accompanying buildings to expand to 45,000 sq ft.

In 1998 we purchased our Head Office in Upper Trinity Street, Birmingham, operating out of 88,000 sq ft.

Landmark dates for our company:

  • 1982 the forming of Borshch in Wolverhampton
  • 1984 the move to Watery Lane
  • 1998 purchase of Upper Trinity Street, Birmingham
  • 2009 opened a store in Dudley
  • 2012 opened a store in Walsall
  • 2015 opened a store in Erdington
  • 2018 opened a store in Bromford
  • 2018 purchased an additional 32,000 sq ft warehouse as a distribution point for our stores.

In 2019 we opened our flagship store in Erdington, being our first kitchen and appliance showroom, having 19 kitchens on display and over 1,000 appliances for sale in store. We are the only showroom in the Midlands to display the Symphony Freedom Accessible kitchen range. These innovative kitchens are specifically tailored to incorporate customers different access needs, allowing everybody to enjoy their ideal kitchen. Our Erdington store also has one of the largest Laura Ashley kitchen displays in the country, we consider this partnership with such a high profile designer as a real ‘feather in our cap’ and a sign of how the business has progressed and grown over the years. Alternatively, our highly experienced in-house designers can work closely with our customers to create their own vision of their ideal kitchen.

From day one we have driven the business forward, evolving into 3 of the largest showrooms in the country, with one of the largest re-work workshops as well.

Today we employ over 40 people. We are a team, a real family business, with 3 generations of the family working together on a daily basis.  Our family theme continues within our team as we employ many members of different families across the business.

2022 will be another big year and exciting new chapter for Borshch. As well as reaching the milestone of trading for 40 years serving over 1.5 million customers, of which we are immensely proud.  We will also be moving our main head office in the Birmingham city centre. This brave and bold move is to ensure the continued success and growth of the Business, allowing us to continue to serve our customers and community for the next 40 years and beyond.

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