Popular stationery and computer repair shop in Nottingham wins award for best retailer in local community awards: the Spirit of Sherwood and Carrington.
The Spirit of Sherwood and Carrington awards recognise and celebrate the great work local people, businesses and organisations do in the Sherwood and Carrington area of Nottingham. Asif Kassam, owner of Sherwood Stationers has won the award three years in a row.
“We’re so proud to win the retail award again this year,” Asif said. “A huge thank you to all our customers who voted for us. It means a lot to be recognised like this.”
Sherwood Stationers is active in the community, supporting local groups and initiatives. “We support the community however we can and in turn, they support us. When we were closed over covid, we offered a free delivery service, with no minimum spend. Sometimes we were out delivering a £2 or £3 item. But our customers remember that service and are very loyal to us.”
Sherwood Stationers is more than a stationery shop. As well as computer repairs, the shop also does cards, gifts, party, haberdashery and a small range of hardware. “As more and more shops have disappeared from our high street, we have filled the gap,” says Asif. “For instance, when Wilkos closed in Sherwood we started stocking lightbulbs. It has really paid off for us, people come in for a lightbulb and leave with a ream of paper, new pen and a birthday card. We can react to the market very quickly. We can try a new line of product and if it doesn’t work, we don’t stock it again.”
And while it is hard to compete with online giants on price, Asif says it is the personal touch that you can’t beat. “People still like to look at an item and touch it. And in actual fact not everyone is price sensitive, convenience is important too. And sometime we’re actually cheaper than online. A customer came in over summer and bought a fan and couldn’t believe we were cheaper than Amazon. You don’t always get the best deals online, especially when you take delivery costs into account.”
In terms of his stationery offering, Asif calls out Legami as one of his best sellers. “We are relatively new to the Legami craze, but we can’t believe how well it is selling. We also have a large section of fine art materials, from brands such as Caran d’Ache, Royal Talens and Amsterdam Acrylics. We’ve also expanded our range from Pentel and Uniball and that is paying off for us.”
He continues: “Our stationery essentials are bread and butter for us though. They constantly tick over, things like glue tape and copier paper. These items bring people in. We don’t necessarily make a lot of margin on these products, but they are a constant.”
Top: Asif Kassam with his children, Alisha and Zak and the Spirit of Shewood award.
