How a 1935 radio repair shop became a modern AV powerhouse—and why service still wins
A 1935 radio repair shop doesn’t become a modern AV powerhouse by accident. Stuart Tickle, fourth-generation MD of AWE Europe, sits down with us to unpack a 90-year journey of pivots, grit, and careful bets—from wireless sets and coil winding, to background music in pubs, to reference-grade cinemas and a showroom built to persuade even the toughest architect. The story isn’t about chasing every trend; it’s about choosing your lane, curating top-tier brands, and proving value where it matters: in the room.
We dig into the inflexion points: selling the factory freehold to fund a strategic pivot to residential distribution, surviving the twin shocks of Pronto and plasma disappearing overnight, and taking a calculated leap into a much larger Epsom headquarters. Stuart explains why showrooms became AWE’s superpower, how fixtures and finishes now match the expectations of interior designers and MEP consultants, and why training and support—right down to remote help on decade-old control systems—win loyalty in a saturated UK market. You’ll hear how Sony projection and Bowers & Wilkins reshaped the demo story, how the trade counter still saves jobs on deadline day, and why specialisation beats “sell everything” sprawl.
Threaded through the business is a love of content: Top Gun-era demo nostalgia, LaserDisc memories, and the way F1 IMAX thunder or a perfect Atmos moment anchors emotion. That’s the point of all this tech—creating experiences people feel. If you care about home cinema, residential integration, distributor partnerships, and what it takes to grow through uncertainty, this conversation is a masterclass in building for the long game.
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