ONLINE retailer Buy it Direct has enjoyed phenomenal growth since it was formed 12 years ago.

Starting from a small shop in Fartown in 2000, the company has grown from a £100,000 a year business employing one part-time taxi-driver/computer technician to a £100m enterprise with more than 160 staff.

The company now runs seven niche brands, two high-end retail showrooms and managed “white label” websites for Debenhams, Bhs and Matalan.

Buy It Direct, based at Trident Business Park, Leeds Road, Deighton, is now the UK’s largest multi-channel independent e-tailer of electricals and baby products. It has been profitable and cash generative every year since it was launched, has no borrowings and is still 100% owned by managing director Nick Glynne.

Marketing manager Mark Kelly said: “The original concept was to build a focused brand around laptops. It was born out of frustration with buying products online as all web companies selling electrical products did not provide phone numbers and had confusing websites offering all things to all people.

“The goal was to make online shopping simpler with knowledgeable people at the end of the phone. This soon expanded into opening a sales counter for collections and then new showrooms in Huddersfield and the East Midlands.”

The company now operates brands specialising in laptops, kitchen appliances, TVs, air conditioners, servers and mother and baby products. Buy It Direct is also a key supplier to all insurance validators in the UK, previously a channel dominated by Comet and Curry’s.

Said Mark: “Our key strategy has been to create niche specialist brands backed up with superb sales and customer service, demonstrating our passion and commitment to each category. By specialising, we can offer value to our customers that the big retailers can’t.”

The company offers next-day delivery on all stocked goods, including large appliances which it will deliver, unpack and install as well as take away old goods for recycling.

Buy It Direct has also invested in its IT systems, but makes the shopping experience more personal by keeping in touch with customers after they’ve placed the order.

The company has achieved several significant milestones – being named in the Sunday Times Fast Track 100 for top private companies three years running and appointing ex-Comet director Toby Lousada to the board as a non-executive director.

Mr Glynne works with Kirklees Council and sits on the advisory board at Huddersfield University. The company is also backing the Huddersfield – Place to Make It campaign. It gives a percentage of profits to a range of charities each year and frequently holds fundraising events at its offices.

Said Mark: “We’ve got hugely ambitious growth targets which we aim to achieve by expanding into new channels and product categories, creating partnerships with new retailers and expanding into central Europe.”