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 


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