The Dealer Spotlight is on Aston & James
In an industry where adaptability is key, Darren Aston, of Aston & James, is proving that innovation isn’t just a buzzword—it’s a way of doing business.
Aston and James is more than just a name in workplace supplies – it’s a family legacy built on resilience, adaptability and a deeply embedded commitment to its community. Founded in 1990 by Alan Aston and Darren James – hence the name – it is now led by Managing Director Darren Aston. Buying the business from his brother in 2011, he has since steered the dealership to become a forward-thinking, customer-focused enterprise.
“We’re a very close-knit family business with a real investment in the surname,” Aston says, acknowledging the familial ties. At times, up to seven of his siblings have worked in the business alongside longstanding employees who feel like family. Today, with a team of 16 employees, the company continues to blend heritage with innovation.
Creating a positive and engaged team culture isn’t just an afterthought – it’s a core principle. A Friday staff update isn’t just a meeting; it’s a ritual. As Aston explains: “It’s the one time we really use Teams, since we’re mostly in the office. But it helps us embrace the technology – and more importantly, celebrating small wins keeps morale high and the good vibes going.”
Deploying technology to streamline operations and enhance the customer experience, the dealer’s recent venture into AI reflects its forward-thinking approach. In collaboration with a young entrepreneur, it has developed a chatbot to handle queries more efficiently, freeing up staff to focus on more meaningful tasks. “Innovation has always been my mantra – innovate or evaporate,” says Aston. “If we don’t adapt, we risk getting stuck in the past instead of embracing the future.”
Another key reason for adopting AI, suggests Aston, is to strengthen the dealer’s focus on wellbeing: “It’s helped us to develop a DSE assessment app that lets people self-assess their setup, and it should be launching on the App Store soon. It’s all about helping people be fit for work, fit for purpose and fit for life.”
Visible power
Beyond AI, Aston and James have incorporated a range of innovations to champion their workplace wellness message. What began as a response to the challenges of COVID-19 has evolved into a core part of its outreach efforts. The concept was simple but effective: rather than waiting for customers to seek out solutions, why not take workplace wellness directly to them?
“We had a spare van, so we could easily transport a vibrantly branded pop-up gazebo, taking ergonomic solutions, air purifiers and workplace essentials directly to business parks and offices,” Aston recalls. The initiative not only delivered much-needed workplace solutions but also helped to strengthen the firm’s presence in the community. Its success has led to further collaborations, including a roadshow with local mental health charity Oxfordshire Mind.
“This visibility has sparked even more engagement from suppliers,” says Aston. “They’re asking what products we want for our showroom, how they can showcase their ranges and how they can be part of what we’re building.”
The showroom is also getting a refresh, with Aston aiming to make it an even more engaging experience for visitors. “We don’t want to be pigeonholed as just a stationery and office supplies company,” he explains. “Our message to customers is ‘Everything for the Workplace’ – a strapline we’ve had since 2015 – and the showroom reflects that. From first aid supplies to ergonomic furniture, branded workwear and health and safety products, we’re showcasing what’s possible when you work in true partnership.”
The dealer has introduced a click-and-collect counter, which serves as a valuable touchpoint for remote workers, local businesses and individuals in need of quick access to essential supplies. “We want appointments for the best customer experience, but we also recognise that people need convenience,” says Aston. “If someone Googles us and needs a printer cartridge, a student needs their dissertation printed or a tradesperson needs safety boots, we’re here to help.”
This initiative also ties into the company’s expanding workwear and safety division. By providing a physical space where customers can try on footwear and protective clothing before buying, Aston and James offer a service that many competitors can’t match. “A lot of people buy online and hope for the best with sizing,” Aston observes. “We offer tailored workplace solutions, allowing customers to try before they buy – making the process easier and more reliable.”
The team also hosts an annual showcase event, which launched three years ago and has since become a key fixture for suppliers, customers and staff alike. The dealer’s car park is transformed into a vibrant exhibition space, giving suppliers a direct platform to showcase products while strengthening relationships with clients.
The event’s inclusive nature has made it a standout success. Unlike hotel-based exhibitions, where only sales teams typically engage, this setup allows drivers, office staff and even the more reserved employees to participate. “It’s the best thing we’ve done as a team post-COVID,” Aston reflects. “If you’re not including people, you’re excluding them in some way. This event makes sure everyone feels part of something bigger.”
Furnishing growth
With traditional office products on the decline, wellbeing and furniture have become key growth areas. “We’ve doubled down on these two categories, and that’s been a really important move,” Aston notes. Furniture now accounts for one-third of the company’s revenue, but it presents unique challenges: “The downside with furniture is that once it’s installed, securing repeat business year after year can be tricky. You also have to constantly seek out new projects.”
And workwear has been another success. By leveraging family connections, Aston and James have been able to access high-quality embroidery and printing services without the overheads of in-house production. “We don’t have to do it ourselves, but we get excellent pricing and flexibility. It’s like having an extended arm without taking on all the risk,” enthuses Aston. Facilities supplies have also gained momentum, supported by strong supplier relationships and backing from VOW Wholesale.
Despite its growth and evolution, the dealer remains firmly rooted in its local community. A diverse customer base is its greatest strength, ensuring that no single sector dominates its portfolio. “We literally sold a kitchen sink last week,” Aston laughs. “That’s because our customers trust us. They don’t want to deal with third parties or raise credit card orders. They just want one point of contact and one point of trust.” With 95% of its trade within a 35-mile radius, the company can focus on streamlining deliveries, reducing mileage and maintaining a greener footprint.
Leading the charge
Sustainability is more than just a buzzword for Aston and James, which recently earned its Weaver certification, securing gold in four out of five categories. “I was gutted not to get five out of five,” admits Aston, revealing his relentless drive for improvement.
One of the dealer’s standout eco-initiatives is its ‘A&J Approved’ sustainable product selection, launched in May 2023. This carefully curated range includes over 4,000 products that meet various sustainability standards, from recyclability to Fairtrade certification. “We just wanted to make sure we put our own seal of approval on them,” explains Aston. “If you don’t put the right products in front of customers, they’ll never buy them.”
Beyond products, Aston and James are making strides in recycling. Its long-running cartridge recycling programme benefits a local bereavement charity, turning waste disposal into a force for good. It has also expanded its recycling efforts into furniture, joining Dams’ Rethink programme. “We’re also telling that story in our showroom, showing people how to rethink waste.”
The dealer has also built valuable partnerships in complementary sectors, such as its collaboration with Adept Graphics for van signage and workwear branding. “Together, we have you covered – literally!” says Aston, emphasising the synergy between the two businesses.
Looking ahead, the company is concentrating on strategic growth, using customer insights to identify what it calls ‘gappartunities’ – areas where the team can expand and refine its services. While Aston is open to acquisitions, he remains committed to ensuring that any moves align with company values. “There’s a lot of unfinished business,” he states. “I’m still a relatively young entrepreneur, very focused on making things work better and adding efficiency.”
With sales currently at £2.5 million, Aston remains optimistic about the future: “We went through a wash cycle and came out a different size, shape and colour, but we still have to make sure things fit.”
Aston and James is more than just a name in workplace supplies – it’s a family legacy built on resilience, adaptability and a deeply embedded commitment to its community. Founded in 1990 by Alan Aston and Darren James – hence the name – it is now led by Managing Director Darren Aston. Buying the business from his brother in 2011, he has since steered the dealership to become a forward-thinking, customer-focused enterprise.
“We’re a very close-knit family business with a real investment in the surname,” Aston says, acknowledging the familial ties. At times, up to seven of his siblings have worked in the business alongside longstanding employees who feel like family. Today, with a team of 16 employees, the company continues to blend heritage with innovation.
Creating a positive and engaged team culture isn’t just an afterthought – it’s a core principle. A Friday staff update isn’t just a meeting; it’s a ritual. As Aston explains: “It’s the one time we really use Teams, since we’re mostly in the office. But it helps us embrace the technology – and more importantly, celebrating small wins keeps morale high and the good vibes going.”
Deploying technology to streamline operations and enhance the customer experience, the dealer’s recent venture into AI reflects its forward-thinking approach. In collaboration with a young entrepreneur, it has developed a chatbot to handle queries more efficiently, freeing up staff to focus on more meaningful tasks. “Innovation has always been my mantra – innovate or evaporate,” says Aston. “If we don’t adapt, we risk getting stuck in the past instead of embracing the future.”
Another key reason for adopting AI, suggests Aston, is to strengthen the dealer’s focus on wellbeing: “It’s helped us to develop a DSE assessment app that lets people self-assess their setup, and it should be launching on the App Store soon. It’s all about helping people be fit for work, fit for purpose and fit for life.”
Visible power
Beyond AI, Aston and James have incorporated a range of innovations to champion their workplace wellness message. What began as a response to the challenges of COVID-19 has evolved into a core part of its outreach efforts. The concept was simple but effective: rather than waiting for customers to seek out solutions, why not take workplace wellness directly to them?
“We had a spare van, so we could easily transport a vibrantly branded pop-up gazebo, taking ergonomic solutions, air purifiers and workplace essentials directly to business parks and offices,” Aston recalls. The initiative not only delivered much-needed workplace solutions but also helped to strengthen the firm’s presence in the community. Its success has led to further collaborations, including a roadshow with local mental health charity Oxfordshire Mind.
“This visibility has sparked even more engagement from suppliers,” says Aston. “They’re asking what products we want for our showroom, how they can showcase their ranges and how they can be part of what we’re building.”
The showroom is also getting a refresh, with Aston aiming to make it an even more engaging experience for visitors. “We don’t want to be pigeonholed as just a stationery and office supplies company,” he explains. “Our message to customers is ‘Everything for the Workplace’ – a strapline we’ve had since 2015 – and the showroom reflects that. From first aid supplies to ergonomic furniture, branded workwear and health and safety products, we’re showcasing what’s possible when you work in true partnership.”
The dealer has introduced a click-and-collect counter, which serves as a valuable touchpoint for remote workers, local businesses and individuals in need of quick access to essential supplies. “We want appointments for the best customer experience, but we also recognise that people need convenience,” says Aston. “If someone Googles us and needs a printer cartridge, a student needs their dissertation printed or a tradesperson needs safety boots, we’re here to help.”
This initiative also ties into the company’s expanding workwear and safety division. By providing a physical space where customers can try on footwear and protective clothing before buying, Aston and James offer a service that many competitors can’t match. “A lot of people buy online and hope for the best with sizing,” Aston observes. “We offer tailored workplace solutions, allowing customers to try before they buy – making the process easier and more reliable.”
The team also hosts an annual showcase event, which launched three years ago and has since become a key fixture for suppliers, customers and staff alike. The dealer’s car park is transformed into a vibrant exhibition space, giving suppliers a direct platform to showcase products while strengthening relationships with clients.
The event’s inclusive nature has made it a standout success. Unlike hotel-based exhibitions, where only sales teams typically engage, this setup allows drivers, office staff and even the more reserved employees to participate. “It’s the best thing we’ve done as a team post-COVID,” Aston reflects. “If you’re not including people, you’re excluding them in some way. This event makes sure everyone feels part of something bigger.”
Furnishing growth
With traditional office products on the decline, wellbeing and furniture have become key growth areas. “We’ve doubled down on these two categories, and that’s been a really important move,” Aston notes. Furniture now accounts for one-third of the company’s revenue, but it presents unique challenges: “The downside with furniture is that once it’s installed, securing repeat business year after year can be tricky. You also have to constantly seek out new projects.”
And workwear has been another success. By leveraging family connections, Aston and James have been able to access high-quality embroidery and printing services without the overheads of in-house production. “We don’t have to do it ourselves, but we get excellent pricing and flexibility. It’s like having an extended arm without taking on all the risk,” enthuses Aston. Facilities supplies have also gained momentum, supported by strong supplier relationships and backing from VOW Wholesale.
Despite its growth and evolution, the dealer remains firmly rooted in its local community. A diverse customer base is its greatest strength, ensuring that no single sector dominates its portfolio. “We literally sold a kitchen sink last week,” Aston laughs. “That’s because our customers trust us. They don’t want to deal with third parties or raise credit card orders. They just want one point of contact and one point of trust.” With 95% of its trade within a 35-mile radius, the company can focus on streamlining deliveries, reducing mileage and maintaining a greener footprint.
Leading the charge
Sustainability is more than just a buzzword for Aston and James, which recently earned its Weaver certification, securing gold in four out of five categories. “I was gutted not to get five out of five,” admits Aston, revealing his relentless drive for improvement.
One of the dealer’s standout eco-initiatives is its ‘A&J Approved’ sustainable product selection, launched in May 2023. This carefully curated range includes over 4,000 products that meet various sustainability standards, from recyclability to Fairtrade certification. “We just wanted to make sure we put our own seal of approval on them,” explains Aston. “If you don’t put the right products in front of customers, they’ll never buy them.”
Beyond products, Aston and James are making strides in recycling. Its long-running cartridge recycling programme benefits a local bereavement charity, turning waste disposal into a force for good. It has also expanded its recycling efforts into furniture, joining Dams’ Rethink programme. “We’re also telling that story in our showroom, showing people how to rethink waste.”
The dealer has also built valuable partnerships in complementary sectors, such as its collaboration with Adept Graphics for van signage and workwear branding. “Together, we have you covered – literally!” says Aston, emphasising the synergy between the two businesses.
Looking ahead, the company is concentrating on strategic growth, using customer insights to identify what it calls ‘gappartunities’ – areas where the team can expand and refine its services. While Aston is open to acquisitions, he remains committed to ensuring that any moves align with company values. “There’s a lot of unfinished business,” he states. “I’m still a relatively young entrepreneur, very focused on making things work better and adding efficiency.”
With sales currently at £2.5 million, Aston remains optimistic about the future: “We went through a wash cycle and came out a different size, shape and colour, but we still have to make sure things fit.”
