Sewards (Electrical) Ltd or Sewards Electrical Ltd

From 1978 to 1980 I worked in sales with Sewards Electrical Ltd, initially at 57 The Broadway, Bracknell and then 162-163 Friar Street, Reading.

Sewards (Electrical) Ltd was a specialist retailer that sold most products at a premium over its local competitors. The customers were happy to pay the price as the service provided was demonstrably better than most of the competition and included free delivery and installation as well as field service.

In its heyday, Sewards (Electrical) Ltd had a 1% market share of the colour TV market in the UK.

Kate Seward interviewed me.
David Seward (D W Seward) was the managing director.
Richard Driver (where did he go?) was my first manager.
Colin Paxton was my second manager.
Michael Currie (M F Currie) was the Retail Sales Manager.
Peter Moore was our Buyer.
Peter Gaffney was Service Director.
John Nagle ran the professional division, Videco.

1970s TV and Hi-fi Adverts

Here are some images that remind me of Sewards in the late 70s.

Tandberg Press Advert

Tandberg colour television press advert, c1978

Toshiba Press Advert

Toshiba hifi stack advert c1978

Maxell Press Advert

Maxell UD C90 cassette tape advert c1978

NAD 3020 Amplifier

NAD 3020B amplifier c1980

NAD 3020 Review

NAD 3020 amplifier review c1978

JVC KD-720 Cassette Deck

JVC KD-720 cassette deck c1979

Technics SL-1200 Turnatable

Technics SL1200 turntable c1978

Quad Press Advert

Quad hifi press advert, "If Walls Had Ears" - 1979

Quad Authorised Dealers

Quad hifi stockists and dealers in the south east including Sewards (Electrical) Ltd - 1979

Here’s where you can buy Quad hi-fi today (and there are no dealers in Berkshire at the time of writing).

The Original Sony Walkman

Sony Walkman, 1979

Sewards Branches and Locations

Head Office

Sewards’ head office, service department and warehouse were at 35 Boulton Road, Reading. Previously there had been a service department at Cumberland Road, Reading.

Sewards (Electrical) Ltd, Friar Street, Reading

Sewards (Electrical) Limited

Sewards (Electrical) Ltd, 57 The Broadway, Bracknell

Key People

From my time in the Bracknell branch, the key staff I recall working with are (in alphabetical order):

  • Colin Paxton
  • Douglas Milne
  • John Pullen
  • Kay Penfold
  • Kevin Harrington (I’ve added myself in, just in case someone copies the list)
  • Louise Edwards
  • Martin Nichols
  • Richard Driver
  • Sylvia
  • Trevor Simms

Demonstration Tracks

We were always encouraged to have our own records and tapes for demonstration purposes. The tracks that we used, that I remember well, are:

  • Roxanne – The Police
  • Don’t Go Breaking My Heart – Elton John
  • Sultans of Swing – Dire Straights
  • Birdland – Weather Report
  • In The Air Tonight – Phil Collins
  • Pearl’s A Singer – Elkie Brookes
  • Breakfast In America – Supertramp
  • At 17 – John Klemmer

Sewards (Electrical) Ltd, Wokingham Road, Reading

Many years before Sewards opened a showroom on Wokingham Road, A F V Merry ran a general and fancy drapery business that also sold gloves and hosiery.

Showroom List

  1. Basingstoke
  2. Bracknell
  3. Reading, Friar Street
  4. Reading, Wokingham Road
  5. Wokingham
  6. Woodley
  7. Yateley (after my time with Sewards)

Major Brands Sold by Sewards

  • Akai
  • Bang & Olufsen (B&O)
  • BASF
  • Dual
  • Ferguson
  • Hitachi
  • JVC
  • KEF
  • Koss
  • Maxell
  • NAD
  • National Panasonic
  • Omar
  • Ortofon
  • Philips
  • Quad
  • Roberts
  • Rotel
  • Sanyo
  • Scotch
  • Sennheiser
  • Shure
  • Sony
  • Tandberg
  • Tannoy
  • TDK
  • Technics
  • Thorens
  • Toshiba
  • Wharfedale

Incoming search terms:

  • sewards hifi