Regular reinvention, and a roofing merchant’s other secrets of success

When Henshaws Roofing & Building Supplies first opened in Manchester in 1985, its reputation was quickly built on a reliable supply of specialist roofing products and its expert knowledge. That reputation is still rock solid. But like any growing business, Henshaws has also had to evolve and reinvent itself on a regular basis.

With the introduction of tighter building regulations and industry demand growing rapidly for products with strong sustainability credentials, Henshaws Roofing & Building Supplies realised it had to change with the times. Expanding its product range would allow the growth it wanted and would avoid the business losing its competitive edge.

Adapting to a changing market

Over recent decades, shifting regulations and environmental priorities have redefined the product needs of contractors and self-builders. Henshaws has responded by expanding its stock range well beyond traditional roofing products. It now offers solar panels, timber, insulation, bricks, blocks and groundwork materials. This diversification wasn’t simply about adding more lines; it was a deliberate response to the shifting landscape in construction.

“Twenty-five years ago, contractors came to businesses like us looking for specialist roofing advice and products that needed to be installed by roofing experts,” says managing director, Adrian Shelley. “Today, general builders are often installing our products because the installation process has become simpler and less specialist.”

Embracing technology

Adapting stock lines is only one part of the picture. The business also embraced digital innovation to meet the expectations of a new generation of buyers. By offering payment links compatible with Apple Pay and Google Pay, the business now sees more than 20% of its transactions completed online. Customers can pay when and how they want, without the need to even step foot in branch.

WhatsApp has also become a key part of daily customer service, Adrian explained:

“We are seeing a shift to more online purchases through our online shop and a lot more product requests coming through WhatsApp,” he says. “Our customers can send us a picture of what they want, even if they aren’t completely sure what the technical name for it is. Our team can use their expertise to find the right product and place the order, without having to meet face-to-face.”

Empowering staff

This level of customer service and business expansion wouldn’t be possible unless the team was effectively trained. Every new product introduced at Henshaws Roofing & Building Supplies is supported by supplier-led training. It’s a non-negotiable part of its expansion process as the product range continues to change and diversify.

“Customers trust us to point them in the right direction,” Adrian says. “That’s why we make sure our team knows each product inside out. It’s not just about selling, it’s about guiding customers through all the new products and changes that our industry is seeing.”

The focus on expertise also includes Henshaws’ work in developing the next generation. By nurturing young talent through the Builders Merchants Federation’s apprenticeship schemes, it helps build a pipeline of skilled staff who understand both the traditional trade and modern demands.

Supporting innovation and growth

As Henshaws continues to diversify its offering further, the support of NMBS doesn’t just bring administrative benefits like centralised payments and competitive rebates; it builds the network that allows it to diversify.

“NMBS gives us access to suppliers and product ranges we couldn’t get on our own,” Adrian says. “When we’re looking to expand our ranges, it’s our first port of call. It means we can respond quickly to new market trends and make sure we’re offering our customers the latest innovations.”

Dean Hayward, head of sales and marketing at NMBS, agrees: “Independent merchants like Henshaws Roofing & Building Supplies show that developing your product range, investing in technology and empowering staff are key to staying ahead and meeting the industry’s changing requirements.”

As sustainability requirements grow, demand for a wider range of products increases, and digitalisation continues, Henshaws Roofing & Building Supplies is ready to meet the challenges ahead. Its story is one of continuous improvement, where diversification isn’t just about more stock, but a more competitive approach to business.

Learn more about becoming an NMBS member on the NMBS website https://www.nmbs.co.uk/become-a-member/.