ANDREW JAMES LIMITED

What ANDREW JAMES LIMITED does

Andrew James Limited, operating as Andrew James Homewares (UK) Limited (Company Number 12701152), is a UK-based direct-to-consumer e-commerce retailer of kitchen and home appliances, headquartered at Sutton House, Berry Hill Road, Stoke-on-Trent, Staffordshire, ST4 2NL. The company is a subsidiary of Sutton Venture Group Limited, with Robert Sutton serving as Managing Director. Founded in 2008, Andrew James sells a catalog of 130+ active SKUs across categories including small kitchen appliances, food preparation, tea and coffee makers, dining and entertainment, kitchen storage, cooking and baking, and accessories/spares, with products positioned at accessible price points ranging from £3.99 (replacement parts) to £119.99 (coffee maker with grinder). Notable items such as Teppanyaki Grills and Food Dehydrators have featured on popular UK TV shows.

The business operates exclusively through its own e-commerce storefront at andrewjamesworldwide.com, with no physical retail or third-party marketplace presence indicated. Distribution is restricted to UK mainland addresses, with next-day delivery unavailable to Scottish Highlands, Northern Ireland, and Channel Islands, and no international shipping. Revenue is generated entirely through direct product sales, augmented by a free extended-warranty registration scheme (1-year standard, extendable to 2 years) and promotional discount codes. Marketing relies on email newsletters, organic social media, content marketing via the AJ Blog, and competitions/giveaways. The company has advisory relationships with RoSPA and Electrical Safety First for product safety, and handles product safety and recall coordination with Tower Housewares and RKW Limited for certain pressure cooker lines.

Name

ANDREW JAMES LIMITED

Legal name

Andrew James Homewares (UK) Limited

Website

https://andrewjamesworldwide.com

Company type

Private

Founded year

2008

Operating status

Operating

Headcount range

11–50 employees

Short description

Andrew James is a UK-based direct-to-consumer e-commerce retailer of kitchen and home appliances, selling 130+ SKUs across small kitchen, food prep, tea and coffee, and dining categories to UK mainland household consumers through its own website.

Ownership category

akta.pro rank

Product category

Kitchen and Home Appliances

NAICS

Electronics and Appliance Retailers (449210), Furniture, Home Furnishings, Electronics, and Appliance Retailers (449)

SIC

Retail-Home Furniture, Furnishings & Equipment Stores (5700)

akta.pro primary industry

Kitchen Gadgets & Tools Retail (CRACADAB)

akta.pro secondary industries

Cooking Appliances Retail (Air Fryers, Microwaves, Toasters) (CRACADAE), Food Prep Appliances Retail (Blenders, Mixers, Processors) (CRACADAD), Specialty Kitchen Appliances Retail (Sous Vide, Dehydrators, Ice Cream) (CRACADAF)

Keywords

• Kitchen appliances
• Homeware retail
• Small electrical appliances
• Tea coffee makers
• Cookware accessories

Headquarters

HQ city

Stoke-on-Trent

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Infrastructure, Others

Revenue model

1. Product Sales: Andrew James generates revenue through the direct sale of kitchen appliances, home essentials, and accessories to consumers via its e-commerce platform. The company offers products across multiple categories including small kitchen appliances, tea and coffee makers, food preparation tools, dining and entertainment items, and kitchen storage solutions. Products are sold at various price points ranging from under £10 to over £100, with regular promotional discounts and bundle offerings.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

Andrew James sells kitchen and home appliances and accessories direct to UK consumers through its own e-commerce website. The catalog spans small kitchen appliances (slow cookers, kettles, toasters, air fryers, coffee makers, bread makers, BBQs), food preparation equipment, tea and coffee makers, dining and entertaining products, kitchen storage and preservation items, cooking and bakeware, plus accessories, spares, and home accessories. Orders ship via courier with standard or next-day delivery to UK mainland addresses.

Product overview

Andrew James is a UK-based kitchen and home appliance retailer offering a diverse portfolio of small kitchen appliances and home goods. The company operates as a direct-to-consumer e-commerce platform with products organized into main categories: Small Kitchen Appliances (slow cookers, kettles, toasters, coffee makers, air fryers, bread makers, mini ovens, sandwich toasters, crepes and waffle makers, egg cookers, multicookers, ice cube makers, BBQs), Food Preparation (blenders, food mixers, utensils, food dehydrators, meat grinders, meat slicers), Tea & Coffee Makers (cafetieres, milk frothers, grinders, drip coffee makers, kettles), Dining & Entertainment (ice cream makers, wine and cocktail makers, outdoor dining, picnic sets), Kitchen Storage & Preservation, Cooking & Baking, Accessories & Spares, and Home Accessories. The company is known for Teppanyaki Grills and Food Dehydrators which have featured on TV shows. Products come with a standard 1-year warranty extendable to 2 years upon online registration. The company offers delivery services including standard and next-day delivery options with free delivery on orders over £60.

Differentiator

Problem solved

Functional benefit

Products and services

• Small Kitchen Appliances Core product category for Andrew James comprising slow cookers, kettles, toasters, coffee makers, air fryers, bread makers, mini ovens and hobs, sandwich toasters, crepes and waffle makers, egg cookers, multicookers, ice cube makers, and BBQs, targeted at UK household consumers.
• Food Preparation Food preparation category for UK consumers, comprising blenders, food mixers, utensils, food dehydrators, meat grinders, and meat slicers for everyday kitchen prep tasks.
• Tea & Coffee Makers Tea and coffee making products for UK consumers, including cafetieres, milk frothers and thermometers, coffee grinders, insulated airpots, drip coffee makers, and kettles.
• Dining & Entertainment Dining and entertaining range for UK households, including party food items, ice cream makers, wine and cocktail makers, outdoor dining equipment, table top cooking, and picnic sets.
• Kitchen Storage & Preservation Kitchen organization category for UK households, including food and utensil storage solutions and spice racks.
• Cooking & Baking Cooking and baking range for UK consumers, including stovetop cookware and baking products.
• Accessories & Spares Replacement parts and accessories for Andrew James appliances, including slow cooker spares, mixer spares, halogen oven accessories, crepe maker accessories, dehydrator spares, ice cream maker spares, and airpot spares.
• Home Accessories Home accessories and storage organization items for UK household needs.
• Apollo Kettle 1.7L Cordless 3000W fast boil kettle with 1.7 litre capacity, double wall insulation, 360 degree swivel base, and boil dry protection, targeted at UK household consumers.
• Milk Frother Double walled 500W dual function milk frother and warmer that heats up to 300ml of milk or froths up to 150ml for cappuccinos and lattes, for UK home users.
• Airpot 3L / 5L Pump action airpot with double walled insulation available in 3L and 5L capacities, keeping drinks hot or cold for up to 24 hours, for UK households and small office buyers.
• Coffee Maker with Grinder 1.5L coffee maker with built-in grinder, three grind settings, 24-hour programmable timer, anti-drip and auto shut-off features, priced at £119.99, for UK home coffee drinkers.
• Vintage Bundle (Cream/Grey/Black) Bundled kitchen storage set including tea and coffee canisters, utensil holder, and bread bin in coordinating vintage styles available in cream, grey, and black finishes, for UK households.
• Digital Display Hand Blender Featured hand blender with digital display and stainless steel construction, targeted at UK household consumers for everyday food preparation.
• Picnic Set (2 Person + Wine Cooler) Picnic set for 2 people including wine cooler, targeted at UK consumers for outdoor dining and entertaining.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Five partnerships are on record, tiered minor and core.

• Tower Customer Support / Tower HousewaresminorOthersTower Customer Support handles product recalls and safety notices for certain Andrew James pressure cooker products. Tower Housewares is the manufacturer handling recall communications and customer service for affected Tower-branded pressure cookers. This is a product recall support relationship rather than a strategic partnership.
• RKWminorOthersRKW (RKW Limited) is involved in handling product recalls for Andrew James pressure cookers. They issued direct consumer communications regarding RAPEX alerts and coordinate with UK authorities on product safety matters. This is a product safety/recall support relationship.
• RoSPA (Royal Society for the Prevention of Accidents)minorOthersAndrew James works with RoSPA to offer advice and tips on how to use their electrical products safely. RoSPA is an advisory partner providing safety guidance content that Andrew James shares with customers to promote product safety awareness.
• Electrical Safety FirstminorOthersAndrew James collaborates with Electrical Safety First to provide advice and safety tips for using electrical products. This is an advisory partnership focused on consumer product safety education.
• Sutton Venture Group LimitedcoreOthersAndrew James is operated under the Sutton Venture Group Limited parent company. The Modern Slavery Statement is issued by Sutton Venture Group Limited, which is committed to ensuring fair treatment of workers throughout their business operations and supply chain. This represents the corporate ownership structure.

Scale indicators3 records

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• John Lewis & Partners: UK department store and online retailer carrying major kitchen and home appliance brands that compete with Andrew James. Represents both competitive overlap and a potential wholesale distribution channel for Andrew James' products.
• Argos (Sainsbury's): UK general merchandise retailer (now part of Sainsbury's) carrying small kitchen appliances with click-and-collect and online presence. Comparable categories to Andrew James at similarly broad accessibility, with much larger scale and physical pickup footprint.
• Amazon UK: Dominant UK e-commerce marketplace that hosts competing small kitchen appliance brands and brand storefronts. Key competitive threat to Andrew James' DTC-only model via marketplace discovery, pricing pressure, and Prime delivery expectations.
• Dunelm: UK home furnishings retailer with significant kitchen and dining assortment (small appliances, cookware, dining). Comparable breadth to Andrew James across home categories, but anchored in physical high-street stores versus Andrew James' DTC-only model.

Direct peers

• Russell Hobbs: Iconic UK heritage small kitchen appliance brand (kettles, toasters, microwaves, food prep). Direct competitor in the same core categories Andrew James sells, with broader UK retailer distribution and stronger brand recognition.
• Tower Housewares: UK small kitchen appliance brand (kettles, toasters, pressure cookers, air fryers, slow cookers) with extensive retail and DTC presence. Already a partner of Andrew James for product recall handling; competes in overlapping categories at comparable price points.
• Lakeland: UK heritage multi-channel retailer of kitchen, home, and household goods. Closely comparable in target customer (UK households), category breadth (small appliances plus household essentials), and go-to-market anchored in catalog and DTC.
• ProCook: UK direct-to-consumer retailer of kitchenware, cookware, and small kitchen appliances through procook.co.uk and physical showrooms. Highly comparable to Andrew James as a UK-centric kitchen brand with overlapping categories (cooking, food prep) and similar household customer demographics.
• Sage Appliances: Premium UK-positioned small kitchen appliance brand from Breville focused on coffee makers, kettles, toasters, and blenders. Competes with Andrew James across the same small-appliance categories but at higher price points and with stronger brand premium.
• Morphy Richards: Long-standing UK small kitchen appliance brand (kettles, toasters, coffee makers, slow cookers, food prep) selling via DTC and UK retailers. Directly competes with Andrew James' core kitchen appliance categories and shares a UK-centric brand identity.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/andrew-james-limited

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about ANDREW JAMES LIMITED