HERBERT Todd & Son has been trading successfully for 78 years - but its ability to look to the future has stood it in good stead over a very challenging period for electrical retailers.

Partner Matthew Todd says the double whammy of a downturn in the economy and the advent of distance selling via the internet has seen margins squeezed to levels which would be unsustainable if it didn’t have a unique reason to stand out from the crowd.

"We recognise that customers want value for money and that you have to be extremely competitive given the transparent nature of the on-line industry," he said. "But it is equally important not to be drawn into a fight to be the cheapest when your company name stands for good customer service."

And rather than downsizing, the business has actually been expanding in the past year, taking on more full and part time staff, upgrading its showroom spaces, launching a new website and investing half a million pounds in the opening of a flagship store in the centre of Harrogate.

The business, which is aiming for both the retailer and family business of the year awards, the has also held some eye-catching promotions, including giving away a SMEG 50’s style retro St Georges Flag fridge worth £899 and full of beer to promote LED television sales for the World Cup and a summer of sport.

It has also run an evening sales event with a professional chef, courtesy of Siemens, at which it promoted the use of the latest induction hobs and steam ovens and there have also been Facebook campaigns, including a Easter egg give-away and the firm has attended the Living North Show, the York Lifestyle Group Show and the Great Yorkshire Show.

"Our York store has seen continual improvement driven forward by new contracts with local letting agents, builders and kitchen manufacturers," said Mr Todd. "Of course we are always hoping for the perfect storm when all sectors of the market pick up and this year is looking good for us so far.

"The hard work and dedication shown by our staff make Herbert Todd’s what it is. We are very lucky to have loyal staff who go out of their way to assist our customers at every turn, that’s what makes us special and has kept us profitable and in business for nearly eighty years."