How Red Arrow transformed their business

Previously Managing Director of Crompton Lamps, Michael Crossley acquired Red Arrow Trading in May 2019 and has transformed the business into a streamlined, quality-focused manufacturer and distributor fit for today’s marketplace, with a key focus on lighting. Below is a brief history of one of ECA's newest Commercial Associates.

New facility: focused on the customer

In an incredibly competitive marketplace, the team at Red Arrow have expanded their service by implementing their New Product Development (NPD) initiative. Aimed at bringing improved quality and unique design features to their products, this initiative gives customers a commercial advantage for their clients, installers and end users. 

With increased social media activity, a fully redesigned product guide and their new 55,000sq ft warehouse and logistics facility, Red Arrow continues to change perceptions across the industry

Plus, with an extra ongoing technical programme for the entire team, the lighting manufacturer and distributor has upskilled their workforce, allowing them to train customers in the best use of the products.

However, the re-branding process hasn’t stopped there – with increased social media activity, a fully redesigned product guide and their new 55,000sq ft warehouse and logistics facility, Red Arrow continues to change perceptions across the industry.  

Having undergone an extreme makeover since its acquisition in March 2020, the new facility has been designed with excellent customer service at the forefront. With availability, quality, performance and trust at the heart of the business, it allows Red Arrow to get its products to market faster, while offering a whole new, informative and immersive experience for customers – from the very moment they see a product to how it performs and final installation. 

With a fully racked warehouse, a logistics office, testing facilities for technical services and a new lab area – alongside a new integrating sphere and photometric equipment – Red Arrow is taking out the guesswork and providing full support and technical know-how for all customers, all under one roof.

‘The new facility is a statement of intent by the management team that we will take the new Red Arrow to become a business that is known for its quality first, forward-thinking attitude,’ Michael Crossley, Red Arrow’s Managing Director, said. ‘And the team take pride in improving the service we offer.’

Red Arrow’s commitment

Eager to service electricians the best they can through an increasing network of distributors across the UK and Ireland, Graham Lewis is leading Red Arrow’s transformation with his sales and marketing team – a group of lighting industry experts with 60+ years’ experience working for companies such as OSRAM, Siemens, Cooper lighting, Crompton Lighting, Whitecroft Lighting and Crompton Lamps. ‘We want to work closely with existing and new customers to show them how dedicated the RAED team are, and how our transformation will benefit them,’ Graham said. 

 The overall experience of Red Arrow is transforming

‘At Red Arrow, we are committed to creating a newly-energised company. Building on the old strengths of the business, the overall experience of Red Arrow is transforming,’ he adds. ‘We have also changed our logistics processes – by moving away from Third Party Logistics, we have gained control of our own stock, supplementing availability with our 7 till 7 response.’ 

Offering a wide range of quality products at very competitive prices, Red Arrow is committed to providing excellent sales and customer service experiences. Whilst building strong, long-term relationships with suppliers, contractors and wholesalers alike. And their transformation from Red Arrow Trading to Red Arrow Electrical Distributors is certainly turning heads.