History

bira direct formerly known as The Direct Company was originally established by the retailers of BHF-BSSA Group as The Hardware  Federation Merchandising Company Limited. At the time it was unique, designed to achieve better deals for individual retailers by using the collective buying power of all members. It grew rapidly due to the demand, but over time stagnated and turnover fell into slow decline in the late 90s.

1998 The company was renamed BHF Direct Limited. New management focused on negotiating special terms for members with a new emphasis on working in partnership with promoted suppliers to achieve mutual goals. Paul Woolley joined the company as buyer. With over 20 years buying experience, strangely enough spending most of his time highlighting the benefits of large multiples at the expense of independents, he then began fighting to make sure the independents can survive.

1999 The first ever Direct Buyers Guide was launched, providing promoted supplier details to retail 
members in one handy little book twice per year.

2000 The first ever Direct Suppliers Away Day free supplier conference was held at Eastnor Castle.

2001 The Direct Company supplier base was expanding fast and turnover growing faster. Paul Woolley was made a director and Sarah Golden joined the company as assistant marketing manager. The Direct 
Suppliers Away Day was held at Coombe Abbey. The Direct team celebrated the first ever £1million turnover month in October 2001. The cookshop sector was targeted for growth and CHA Direct was born. ‘BHF Direct News’ containing special offer leaflets is now monthly with a second specialist version for the cookshops ‘CHA Direct News’.

2002 Supplier support from the cookshop sector was hard to achieve at first. However, it wasn’t long before the benefits were realised and many of the biggest names in cookware signed up. The Direct Suppliers Away Day was held at RAF Cosford.

2003 The 2003 Away Day saw the first ever Direct Diamond Supplier Awards as part of the proceedings at the Heritage Motor Museum, Gaydon.

2004 The Direct Buyers Guide went to full colour production. £1million turnover per month was the norm and the company was growing faster than ever expected with regular increases in excess of 20%. The marketing team was expanded by one to cope with the increased supplier base. The name BHF Direct was excluding other sectors of BHF-BSSA Group, so we began to trade as The Direct Company.  The Direct Suppliers Away Day & Awards were held at Think Tank in Birmingham.

2005 BHF and CHA Direct News became one new colour newsletter entitled “Direct Deals”; an A3 folded newsletter that could hold the increasing number of supplier offers more effectively. Helen Brawn joined the team as Assistant Buyer. The Direct Supplier Away Day including the awards was held at Think Tank again.

2006 Paul Woolley was appointed as the new managing director.  The Direct Buyers Guide was revamped and colour matched to the Direct Deals newsletter every 6 months for synergy between the two. The Direct Suppliers Away Day was held at the National Space Centre in Leicester. A series of five free seminars were held around the country for supplier reps to learn more about BHF-BSSA Group and The Direct Company.

2007 Sarah Golden and John Collins were appointed directors of the company. Another new record is set with the first ever supplier to break £2million turnover per annum. To cope with the sheer volume of promotions from suppliers a new magazine insert was launched, where supplier offers are included with the sector specific BHF-BSSA Group magazines. The Direct Suppliers Away Day & Awards was held at The Garrick Theatre in Lichfield.

2008 We celebrated 10 years of trading under the current name with a special Direct Suppliers Away Day & Diamond Supplier Awards full of glitz and glamour at the Heart of England Conference Centre. Direct Deals Extra was launched; a quarterly seasonal offers booklet with perforated pages to tear out and fax back and a full print, production and distribution service included in the price for suppliers.

2009 With the difficulty of the economic climate this year, The Direct Company managed to increase it's turnover by 12.5%. The Direct Suppliers Away Day & Direct Diamond Awards were held at Sherwood Forest Centre Parcs in Nottingham. The Direct Company and many of its suppliers sponsored The Federation of International Hardware and Housewares Associations (IHA) Centenary Congress, hosted by BHF Group in London, celebrating its 100th year in the Hardware and Home industries. The Direct Company’s parent organisation, BHF Group, historically merged with the British Shops and Stores Association to form the 7500 member strong, BHF-BSSA Group.  

2010 Economic conditions were still making for a tough trading environment for independent retailers. As members sought out the best terms and promotions, turnover increased for The Direct Company by over 7%; a strong performance against budget. The Suppliers Away Day and Diamond Awards attracted one of the biggest audiences ever, taking place at Stratford Manor Hotel near Stratford-upon-Avon.  

2011 The Direct Company’s parent organisation, BHF-BSSA Group was renamed the British Independent Retailers Association (bira) and all three limited trading subsidiaries are renamed in line with the new organisation name. BHF Direct Limited trading as The Direct Company became bira direct Limited.