AN INFLUX of affluent people to Dorset has helped drive a big rise in sales at a long-established seller of upmarket TV and audio equipment.

Dawsons of Westbourne has invested in a major refurbishment and says its experience has proved there is still a future for bricks and mortar retail.

Sales of Bang & Olufsen products rose 55 per cent in the year to this June, even before the boost from the refit. Sales of custom installations in people’s homes were up 45 per cent.

Managing director Kevin Dawson said people had been keener to spend on high quality home entertainment systems during the pandemic.

“Some people were spending money because they weren’t going on holiday,” he said.

He said the move to remote working had encouraged more affluent people to leave London for the coast.

“I’ve probably never added so many new high net worth individuals my database,” he said.

“I think there’s been a massive influx from London and the home counties wanting a home by the sea.

“Dorset has definitely, from my point of view, seen a lot more people that have moved to the area.

“They’re looking for something quality to go in their homes and there are a lot of refurbishments and new builds.”

The refurbished Poole Road showroom includes a living room scene with integrated TV and music system and wireless stereo speakers.

There is also a home cinema demonstration room with Sony Blu-Ray projector, JBL Synthesis amplifier and speakers all around the cinema-style reclining seats – a set-up which would cost around £50,000 to supply and install in a customer’s home. Mr Dawson believes the experience outstrips that of even the best multiplex cinemas.

“We’ve had some really great comments. Customers who’ve known us for a long time have said ‘I can’t believe it’s the same shop’,” said Mr Dawson.

He said recent experience had shown people still wanted to go to a physical showroom, with customers making an average of 2.5 visits before a purchase.

“We’re not a retail shop, we’re an experience centre,” he said.

“There are definitely people who still want to touch and feel and hear."

Dawsons was established by Kevin Dawson’s great-grandfather George and became a hi-fi shop under Kevin’s father Peter in the 1950s.

“In 2024, we celebrate 60 years of Bang & Olufsen. In 2027, my company is 100 years old,” said Kevin Dawson.

“I remember having conversations with my dad in May 2020 saying ‘Dad, will we survive this?’ It turned out to be a complete recovery.”