Charlies: From Local Favourite to Online Force, A Retail Story Rooted in Family and Focus
Posted by Catrin Hughes on 10th Apr 2025
Cultivators, Candles, and Cable Ties – Growing from Grassroots to Greatness at Charlies
Recently, we had the pleasure of hosting the team from BAGMA (British Agricultural and Garden Machinery Association) for an in-depth interview with Chris Lloyd our Owner, Becky Lloyd, the Managing Director, and Ross Holloway, the Dealer Principal at our Ag & Turf section. This was a fantastic opportunity to reflect on Charlies' journey—from its humble beginnings to where we are today, and where we’re headed in the future.
From Two Little Shops to Eight Busy Stores (and a Booming Website)
Charlies started in 1986 when Chris Lloyd decided to take a chance on a small army surplus store with big dreams. Fast-forward to today, and we’ve grown into a multi-location business with eight stores across Mid Wales and the border. Our thriving online store serves customers nationwide, while Charlies Ag & Turf continues to lead the way in agricultural and ground care equipment.
Our growth has never been about quick wins—it’s always been steady, intentional, and focused on delivering exceptional service and value. Throughout this journey, one thing has remained constant: putting the customer first.
The Advantage of Being a Family-Run Business
What truly sets Charlies apart is that we’ve stayed true to our roots as a family-run business. This structure gives us the flexibility and agility that larger, corporate organizations often lack. With fewer layers of bureaucracy, decisions are made quickly, allowing us to implement changes or try new ideas without unnecessary delays.
While Chris has stepped back from the day-to-day operations, he still plays an advisory role, with Becky primarily managing the retail side of things, and her stepbrother Ross focusing and running the Ag & Turf section.
E-Commerce: From a Lockdown Boost to a Long-Term Focus
Like many businesses, our e-commerce platform saw significant growth during the COVID-19 lockdowns. But rather than treating it as a temporary fix, we’ve embraced it as a long-term strategy. We’ve invested in smarter technology, refined our website’s navigation and search functionality, and ramped up our digital marketing efforts to ensure we’re helping customers find what they need, no matter where they are in the UK.
That said, our stores are still at the heart of what we do. For many products—whether garden tools, turf machinery, or home goods—the in-store experience is essential, and we’ll always prioritize those one-on-one connections with our customers.
A Big Turning Point: Partnering with John Deere
One of the key milestones in Charlies’ Ag & Turf growth came in 2005 when we began our partnership with John Deere—starting with the Homeowner range, expanding to the professional Turfcare account in 2008, and ultimately being awarded the full agricultural range in 2022. This progression was unique, reversing the typical route.
Ross explained how the partnership significantly strengthened our turf and machinery offering, giving us access to industry-leading equipment and helping us streamline our operations.
Matt Lewis, our Turf Sales Manager, spoke highly of the “fantastic relationship” Charlies has built with John Deere, noting how well they listen and respond to feedback. Having been a long-time customer before joining the team, Matt said the company’s customer-focused culture left a lasting impression—and it’s something he’s carried into his own leadership style.
Overcoming Challenges and Shaping the Future
As with any growing business, we've faced our fair share of challenges. From balancing stock levels and adapting to fluctuating customer expectations to dealing with supply chain disruptions, it’s never been a smooth ride. But rather than being deterred, we’ve embraced these challenges head-on, always finding new ways to adapt.
Looking ahead, we remain focused on growth. We’re continuing to invest in digital marketing, expanding our delivery network, and exploring new business opportunities, such as potential franchise models. We’re also actively recruiting individuals who share our customer-first philosophy, as we know that building the right team is key to continued success.
Supporting Our People and Growing Our Space
At Charlies, investing in our people is just as important as investing in our physical spaces. We place a strong emphasis on staff development, offering growth opportunities for both current team members and new recruits who align with our values.
Speaking of growth, our physical facilities are expanding as well. Our current workshop was expanded just 18 months ago, but with demand continuing to rise, we’ve already outgrown it! That’s why we’re investing in a brand-new, purpose-built facility to ensure we can keep delivering the high level of service our customers expect.
Wrapping It Up
Charlies has come a long way since its humble beginnings, but what we’re most proud of is that we’ve managed to stay true to our roots. We’ve grown, yes, but we’ve done it in a way that honours our values: focusing on people, staying grounded, and embracing change without losing the personal touch.
Whether you’re stopping by for a lawnmower, a garden furniture set, outdoor clothing, or just popping in to say hello, we’re grateful to have you as part of our story. Thanks for being with us on this journey.
As we look ahead, our focus remains on evolving while holding onto the values that got us here—trust, community, and a genuine passion for what we do. We’d like to thank BAGMA for taking the time to visit us, hear our story, and shine a light on the people and progress behind Charlies. Whether it’s in-store, online, or out in the field, we’ll continue working hard to deliver quality, value, and service every step of the way.