Sax.co.uk: RETAIL PROFILE: Sax.co.uk, London

Recently relocated from Denmark Street, Sax.co.uk has set up shop on London's Hampstead Road as part of a new brass and woodwind superstore. To find out more on the relocation, Rhys Troake caught up with the store's director, Jamie Straker, to see how the firm has adapted to its new location...After leaving its Denmark Street premise, ahead of its impending demolition as part of the controversial Crossrail development, Sax.co.uk has recently relocated to London's Hampstead Road.Under the name SaxWindBrass.london, the new 10,000 sq. ft. site is shared with All Flutes Plus and brass specialist Phil Barker. Originally uncertain about the move from Denmark Street, director Jamie Straker has seen the business prosper since the move."We were originally down on Denmark Street," Straker states." But unfortunately, due to the Cross Rail developments there, we had had to move."Initially we were a little sceptical about the move because Denmark Street was such an ideal location and we were really thriving down there. The music community in that area is great. But we were bursting at the seams in that property."The old store was a lot smaller than the new one. We were always overrun with customers, needed more practice rooms, better facilities and more space for more stock. So finding this place was absolutely fantastic."With business thriving at the previous store, what made Sax.co.uk decide to team up with two other shops for the new site?"The store used to be an old furniture show room and when we initially came in here, we didn't know what to do with all the space. It was absolutely huge."So the obvious choice was to get a couple more shops in here. We have All Flutes Plus on one side, which is a flute and clarinet specialist, and Phil Parker, a brass specialist, on the other. We're all working under the name SaxWindBrass.co.uk, but essentially we are three different shops."Denmark Street is a prime location for MI retailers, were there any concerns of moving away from this ideal location?"As I said earlier, we were a bit sceptical about moving away from Denmark Street, but people have been making the journey up here so we are very pleased. There are not many stores like this in London - or the world even - so moving a mile up the road hasn't made much difference."In what ways has the increase in space improved business?"Well, at Denmark Street we only had three demo rooms, here we have nine and a lot more stock. We probably have about 100 more saxophones than we did before, so it's really worked out. And the feedback has been really positive about the shop. It's a very modern and clean layout, whereas Denmark Street was a little bit more - lets say - rustic. But yeah, it's working really well for us.""The larger space has definitely attracted more business. It's such a nice environment for people to come along and browse and spend some time here. We even have a lounge area for customers to relax and have a coffee.And how is the retail side of business? Has the store seen any particular trends?"We haven't really seen any trends in products. We have strong sellers, but I wouldn't say any particular brand was doing any better than another. We like to keep it fairly neutral here with brands and be very informative with the way we sell products. Just giving customers the most information we can and let them choose what they want. But yeah, it has been busier and now that we have the facilities to accommodate our ideas, we can do a lot better."But the retail side of business isn't our only focus, we also have a number of practice rooms we hire out and have a repairs workshop. With all that other stuff it was all about creating a central hub for all the brass and woodwind players to come along and not just buy instruments, but spend some time in the practice rooms, meet and chat with our staff and other players. We often have teachers down in the practice rooms as well, who are always willing to talk to players. So, it was all about creating a community and it's been really good in terms of business for us."Although more and more people are turning to the Internet for the cheapest deal they can find, Straker still believes bricks and mortar MI stores are a necessary component for musicians."A physical store is without a doubt an important thing to have, especially with our type of products. When you're spending three or four thousand pounds on a saxophone it's really important to try out a huge range before purchasing one. As well, each saxophone of that sort of value is handmade and can be completely different from one another, even if they are the same model."So, particularly with our business, I think it is important to have physical stores to get our advice and try out a number of saxophones. However much you read or watch on the Internet will never compare to getting a hands on approach with the instruments."