How it all started

I was born at home at 76 Gorseway, Rush Green, Romford in 1960.  My Mum and Dad (Lillian and Mark) later moved us to Chingford London E4.  My Dad was a self employed TV engineer.  My parents worked very hard and it was a happy home, my brother Gary and I wanted for nothing.

I left school “Nevin Drive” in Chingford at the earliest opportunity with no qualifications after spending the last year on three days a week work experience at “Smithers” Motor-Bike shop in Walthamstow, I disliked school immensely and just wanted to get out earning money, my parents were supportive of me although  my Headmaster said I would end up sweeping floors as I never wanted to be at there.

I had many jobs including panel beater at T&L Motors in Chingford, carpet fitter, window cleaner and waste disposal engineer for RF (Roy Frisby) Electrics in E4.


I traveled America for six months working with two of my best mates – this proved to be so important in later life as I took onboard American customer service.


On return become a washing machine engineer at Anglia Electrics Bishops Stortford and then with Robert Bosch based at Denham.


I became a self employed appliance engineer and moved to Walthamstow with my girlfriend Sandy. I bought an escort van from Walthamstow Car Auctions, reconditioned old washing machines in the garage and sold them to my customers.


I bought my own shop Davies Electrics in Woodford Green, Essex. I specialized in Bosch and AEG appliances and lived in the flat above the shop. I listened to my customers who asked me for the bigger American made washing machines fridges and ovens that they had seen and used in America so started to source these.



I started a new company, American Appliance Centre Ltd in Chingford E4, specialising in large American fridges and range cookers.  I always wanted to deal with the best manufactures so pursued Sub-Zero. I traveled to the USA and met with the VP of sales, Steve Dunlap, who entrusted me to launch both Sub-Zero and Wolf brands in Europe.


I became The Sole Importer for Sub-Zero and Wolf American Appliances supplying the UK, France, Spain, Portugal, Ireland, Benelux, Switzerland.

Now established as the market leader…

Our appliances are considered the very best and are must haves for our discerning customers, top chefs at home, first on spec sheets for high end interior designers and architects and can be found in many celebrity houses.


We opened our own shops in Cannes, Brussels and Barcelona supplying over 450 dealers in Europe.


We opened our London showroom and cooking club “Subterranean” in Brompton Road Knightsbridge.

To finish first, first you must finish