Multi-Channel eCommerce Made Simple: Lessons from Charles Bentley’s £30M Strategy with Andrew Steel

Multi-Channel eCommerce Made Simple: Lessons from Charles Bentley’s £30M Strategy with Andrew Steel

Andrew Steel is the eCommerce Director at Charles Bentley. Founded 160 years ago as manufacturer of chimney sweeping brushes, they now balance selling brushes and cleaning products via wholesale and dropshipping to some of the UK’s largest retailers and running their own home and garden eCommerce store. Annual Sales are now at around £30million across the group.

In this episode, Andrew shares the hard-won lessons behind managing 20+ sales channels, mastering stock control, and scaling a heritage brand in today’s competitive eCommerce landscape.

Hit PLAY to hear:

  • 🎯 How Charles Bentley sells on 20+ channels (without going crazy)
  • 📦 The clever stock-splitting system that prevents overselling nightmares
  • 🧹 Why cutting SKUs from 1,300 to 600 actually boosted growth
  • 📊 How Andrew uses data, weather trends & search terms to forecast sales
  • 💸 The truth about price scraping & keeping prices consistent across marketplaces
  • 🤝 Why fractional experts can be your secret weapon for eCommerce scaling

Key timestamps to dive straight in:

[03:57] Optimizing Retail Channels for Growth

[07:44] Stock Management and Channel Optimization

[12:08] Challenges in Retail Price Control

[16:00] Evolving Expertise Through Technology Partnership

[16:57] Longstanding Trusted Business Partnership

[23:16] eCommerce Challenges and Recovery

[24:54] Expanding Charles Bentley's European Market

[25:35] Listen to Andrew’s Top Tips!

Full episode notes here: https://ecmp.info/565



--- Download our ebook... https://ecmp.info/ebook 500 Tips to Increase Your Profits Get all the links and resources we mention and join our email list at https://ecmp.info Love the show? Chloe would love your feedback - leave a review here: https://ecmp.info/review or reply to the episode QandA on Spotify. Interested in being a Sponsor? go here: https://ecmp.info/sponsor

Advertising Inquiries: https://redcircle.com/brands

Privacy & Opt-Out: https://redcircle.com/privacy

Episoder(621)

How B2B eCommerce store Vegetarian Express Drives Success by Serving Sustainability

How B2B eCommerce store Vegetarian Express Drives Success by Serving Sustainability

Jane Firth is the Sustainability Manager at Vegetarian Express. A B Corp with a Shopify B2B eCommerce store selling the largest range of plant-based ingredients for foodservice in the UK. Trusted by t...

17 Mar 202533min

How Scott Leggo Balances Creativity and Business for Growth and 7-Digit Success

How Scott Leggo Balances Creativity and Business for Growth and 7-Digit Success

Scott Leggo is the Founder & Managing Director of Scott Leggo Gallery, sellers of premium quality Australian artworks and gifts. They sell via their Shopify store and real world gallery. Founded 7 yea...

10 Mar 202536min

The Power of Purpose: How B Corp Values Fuel eCommerce Growth at Sarah Raven, with Ash Pallet

The Power of Purpose: How B Corp Values Fuel eCommerce Growth at Sarah Raven, with Ash Pallet

Ash Pallet has just finished 8 years as Senior Digital and eCommerce Manager at Sarah Raven, one of the UK’s largest gardening brands. It’s a B Corp, founded in 1999, selling via catalogues and a BigC...

3 Mar 202532min

How Cooki Haircare Grew from 4 Sales a Day to $3M with Jaimee Vilela

How Cooki Haircare Grew from 4 Sales a Day to $3M with Jaimee Vilela

Jaimee Vilela is the Managing Director and Owner at Cooki Haircare. A D2C solid shampoo bar brand selling via their Shopify store and Wholesale. Founded in 2020 they grew 10x in 2024 from $170k to $1....

24 Feb 202539min

Doubling Down on Faire: Bare Kind's Post-Spring Fair Strategy with Andrew Kemp

Doubling Down on Faire: Bare Kind's Post-Spring Fair Strategy with Andrew Kemp

Andrew Kemp is the MD at Bare Kind, the animal saving bamboo sock company. Founded in 2017 and selling via Shopify and Faire they now do £700,000 a year, and sell into a 1,000 retailers. Hit PLAY to ...

17 Feb 202539min

Building a $2M eCommerce Brand Through Community-Driven Marketing with My Little Moppet's Hema Natesan

Building a $2M eCommerce Brand Through Community-Driven Marketing with My Little Moppet's Hema Natesan

Hema Natesan is the Founder & CEO at My Little Moppet, a Shopify store that’s India’s number 1 destination for healthy kids food. With over 7,000 verified 5 star reviews, their core marketing strategy...

10 Feb 202526min

Why 2025 is the Year of Integration in eCommerce with Jim Herbert

Why 2025 is the Year of Integration in eCommerce with Jim Herbert

Jim Herbert is the CEO at Patchworks, an eCommerce focused iPaaS who are all about helping you automate and streamline your data. Jim joins us to share why integration and automation are game-changer...

3 Feb 202542min

Beyond 7 Figures: Building a High-Growth, High-Profit eCommerce Business with Jay O’Neill

Beyond 7 Figures: Building a High-Growth, High-Profit eCommerce Business with Jay O’Neill

Jay O’Neill is an in-house specialist at growing retailers through digital marketing, CRO, and tech stack optimisation. Here's some of his achievements:scaled soak.com from £2 to £80milliondrove digit...

27 Jan 202532min

Populært innen Business og økonomi

stopp-verden
lydartikler-fra-aftenposten
dine-penger-pengeradet
e24-podden
rss-borsmorgen-okonominyhetene
rss-penger-polser-og-politikk
pengepodden-2
tid-er-penger-en-podcast-med-peter-warren
utbytte
pengesnakk
liberal-halvtime
livet-pa-veien-med-jan-erik-larssen
lederpodden
rss-pa-konto
rss-politisk-preik
finansredaksjonen
morgenkaffen-med-finansavisen
stormkast-med-valebrokk-stordalen
rss-densannepodden
rss-impressions-2