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
Toshiba Press Advert
Maxell Press Advert
NAD 3020 Amplifier
NAD 3020 Review
JVC KD-720 Cassette Deck
Technics SL-1200 Turnatable
Quad Press Advert
Quad Authorised Dealers
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
Sewards Branches and Locations
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) Ltd, 57 The Broadway, Bracknell
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
- Trevor Simms
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.
- Reading, Friar Street
- Reading, Wokingham Road
- Yateley (after my time with Sewards)
Major Brands Sold by Sewards
- Bang & Olufsen (B&O)
- National Panasonic
Incoming search terms:
- sewards hifi