With that scene of destruction finally gone, it feels better. Also, I can report that the insurance is finally sorted, in the end they were understanding and kind, settlement made and today actually paid so now it's really time to move forward.

We have been working hard to find a warehouse because working out of 30% of the space we had is simply unsustainable. Waiting until our landlord rebuilds the warehouse that was burned down would mean moving to a temporary site and then moving again. Finding a temporary location is almost impossible and every large warehouse in the area is seeking long term commitment. We are stuck between a rock and a hard place.  

There is one option that was a huge long shot.. that is starting to look like it might just work. It's a complicated arrangement which involves a London investment company buying the property and then leasing it to us. the property in question is much bigger than we need, but then it's just about the only thing actually available now. I don't want to jinx the deal.. so I can't tell you more.. only that hopefully we can get access next week. 

If we can pull it off AW UK will have 3x the capacity.. our production will expand over the three units we are in now. The distribution will move to the new unit - not far away.. and we will have in a little over two months gone from 45 thousand square feet.. to 15 thousand.. to combined 111 thousand. It's been a hell of a journey.. and now for the next phaze.. I feel a bit like Moses leading his people to the promised land.   

The process has been emotional, stressful, tearful, heart-wrenching and cathartic. As a team we have been to hell and back together. As a team I feel we are closer than ever. In that team I include everyone at AW, many suppliers, our agents: Coco, Ringo and Chatterjee and even our customers. Now the emotions looking forward as a closer battle scarred team.. are - excitement, humility, thankfulness and a little fearful. I stood in the potential new warehouse yesterday, thinking OMG this is big, how is this going to go..? 

But I can remember 18 years ago standing in Lancelot Works, a rambling old silver works at Heley, Sheffield, and having the same feeling.. then later here at Parkwood Business Park.. now it's our 3rd big move.  

That time 18 years ago, I looked at this vast empty space and wondered aloud how on earth we would fill it profitably.. the landlord looked at me and said something that has stuck with me ever since. "It's simple" he said, "just find out what your customers want and make it available".  

I thought wow yes! He's absolutely right.. and something clicked into place. Focus on the product, spend more time getting the product right, and less time trying to flog it. So we opted to never have salespeople, never do trade shows, never be pushy. Listen instead, take our customers suggestions and ideas seriously. Over the years the readers of this blog.. people like you have shaped the product ranges we stock. You guys were pushing for plastic free, vegan friendly, fairly traded, artisan products etc years ago. 

Well it's kind of obvious isn't it?  And most business people would agree, but how many actually put it into action..  lots of companies still focus on sales teams and huge efforts to persuade you to stock products, rather than just get the product right and offer it open-handed and wait patiently for the orders to come. 

So what does the future hold? 

Despite the fire, despite the pandemic, in the teeth of Brexit.. the future is exciting I can't wait. Hope you are along for the ride.

It's coming soon, it's my goodness practically upon us.. Halloween, Christmas and the busy season.. we need to be able to cope with your orders efficiently. 

More news next week, hopefully good news about the warehouse.

Take care