Simon Myers, Founder of Instore Direct, shares an insight into the business after reaching its 25th anniversary year.
Back in 2001, Instore Direct began life supplying discounted TVs to the public. It didn’t take long before the company was well known within the local landlord community for providing graded white goods that offered real value. Responding to customer feedback, the business continued to grow and expanded into furniture, as well as into wider markets including sales and letting agents, and local housing associations.
Fast forward to 2026, the business has continued to evolve and looks “very different”, as Simon explains: “We now operate from two warehouses and a showroom, and we supply everything from single replacement items through to complete, bespoke furniture and appliance packages for rental properties of all types – including PBSA and BTR developments.
“What hasn’t changed is how we work. We focus on sourcing the right furniture for the job, being transparent with pricing and making the process as straightforward as possible. Free delivery, free installation and free removal of old like-for-like items are all part of that. And, importantly, we still pride ourselves on being genuinely nice people to deal with – it matters more than people realise.”
That genuine touch, alongside offering a first-class service, has been key to Instore Direct’s growth over the last 25 years, with the company officially celebrating the milestone during the summer. Simon said that it will be a typical period for the business – its business of the year – but added that celebrations will take place towards the latter part of 2026.
“We officially turn 25 this summer, which is always a significant time of year for us – and probably the most intense. Summer is when we’re juggling large-scale student changeovers alongside our usual day-to-day work supplying furniture and appliances to investors, agents and developers. It’s very much all hands-on deck.
“The big celebration will come a little later in the year, hopefully around October, once things have settled and we can all come up for air. That said, the anniversary won’t go unnoticed in the meantime. We’re keen to mark the milestone by thanking our clients – old and new – with a few thoughtful touches throughout the year. After 25 years, it really is the relationships that feel most worth celebrating.”
Kicking off those celebrations, Simon reflected on a key moment during its history. “One of the defining moments was realising early on that our customers needed more than just white goods. We began as a small shop supplying washing machines and electricals to landlords, but it quickly became clear that furniture was just as important – particularly for housing associations and landlords operating closer to city centres, where competition was increasing and presentation really mattered.
“That shift in mindset – from supplying products to helping clients improve the overall offering of their properties – shaped everything that followed. It’s what led us towards full furniture packages, and later, to working at scale with larger portfolios and developments.
“Our customers rely on fast turnaround, and that means we’re constantly on the go. But the most rewarding part is the appreciation we get for being reactive and dependable. Moving house is one of the most stressful experiences people go through, and while we’re not handling the whole process, we do take away a big chunk of that stress by making the furniture side seamless.
“Whether it’s turning a property around between tenants or fitting out an entire new development, we aim to make it look easy. Behind the scenes, that comes down to having a calm, organised and experienced team. We’re very hands-on, and quite simply, none of this works without the people we have here.”
Instore Direct’s reputation is also key to its long-serving success, something that Simon is extremely proud of, alongside attention to detail, strong customer relationships and steady, manageable growth. “We’ve never wanted to grow too quickly at the expense of control or service. Keeping that personal touch – even as the business has grown – has made a huge difference.
“We’ve seen a lot of price-sensitive landlords leave the market because they weren’t offering a good product. Equally, we’ve had requests over the years for very cheap items paired with high expectations around service – and we learnt a long time ago that model just isn’t sustainable.
“Our reputation means everything to us. If that means turning business away to protect it, we’re comfortable doing that. The best customers trust our judgement. They value being told what will work and what won’t, and that’s how you deliver good service – by knowing the difference. We’re not interested in a single transaction. We want long-term relationships.”
Looking ahead, one of those long-term relationships has seen the business put pen to paper on a new Build-to-Rent scheme, which includes 187 units to be finished and furnished. “I can’t say too much just yet, but it’s a great example of the kind of work we’re increasingly involved in: larger-scale developments where quality, consistency and coordination really matter,” Simon added.
Steering Instore Direct to its next phase of growth, Simon is supported by Daniel Jacobs, Head of Sales & Business Development, and James Green, Head of Operations. As the company prepares to celebrate its anniversary year, Simon ended with how trust and consistency are paramount to any success in business.
“Reaching this milestone has really reinforced how important trust is in our industry – not just with our clients, but with the suppliers we work alongside every day. Over 25 years, we’ve built close, long-standing relationships with a network of reliable manufacturers and suppliers who understand our standards and the demands of the rental sector.
“That consistency behind the scenes is what allows us to deliver consistency on site. The fact that so many of our suppliers have grown with us over the years mirrors the relationships we have with our clients. And as PBSA and BTR continue to evolve, we’re excited to keep building on those partnerships – doing what we’ve always done, just at greater scale and with the same care and attention that’s defined Instore Direct for the past 25 years.”
