Lynda's Story

CHAPLINS started as a family business 40 years ago and it remains a family business today.

With just £300 in the bank, David and Linda Chaplin decided to buy some clearance goods and seconds and because of David’s connection with builders’ merchants, this turned out to be hardboard off-cuts, chipboard, doors, ceiling tiles, wallpaper and paint. The site was at Earl’s Mill, a part of Plympton now covered with houses and not too far from the current police station. There was no heating and only four employees but with an advert in the Evening Herald every Thursday, the customers started to pour in and once they had a bargain, came back to find out what else was in stock.

Nevertheless, it wasn’t until builders started filling their lorries and buying in bulk from the budding entrepreneurs that the business was given some stability and a platform on which to build.

And build they did and it soon became apparent that Linda was the driving force behind the operation. She said: "We had no idea what we’d started or where it was going to lead us. We were driving round the country looking for stock and we didn’t rule anything out – seconds, clearance or bankrupt stock. If the price was right, I’d buy.

"We expanded into clothes, footwear, kitchen units and bathroom suites and we began to build a reputation amongst suppliers as well as customers."

These were heady days of risk and adventure for Linda and by now Earl’s Mill was bursting at the seams so new premises were essential if the business was to grow. Linda added: "We looked at various options and then saw this huge field in the outskirts of Plympton. It was far too big for anything we could conceive of achieving but it would solve our access and parking problems at a stroke.

"It was a risk to buy it as there was just not the same bank borrowing facilities that are available today, but we were in our twenties and ambitious. We had to pay for the development as we went along.Money taken at Earl’s Mill went straight down the road to Newnham. It was touch and go at times but our suppliers were very supportive."

CHAPLINS – as we know it today – opened its doors at Galileo Close in 1971 with Linda still not knowing what to expect but the "pile it high and sell it cheap" approach she helped to pioneer had worked so far so there was no intention to change, and never has. However, the business stopped selling seconds and damaged goods and turned to sourcing a vast range of new products that shared one thing in common – they were seen as bargains.
Linda said: "Our entire business, both then and now, is based on providing value for money. We bought in what we could afford and sold it to people for what they could afford and we must have been doing it right as our customers kept coming back."

The bargain philosophy has certainly worked wonders, but there is another ingredient that is ingrained in the Chaplins way of doing things and that is customer care.

This isn’t the text book front of house response taught on a course but a genuine care for the customers who chat to staff like old friends and, indeed, many of them are. Staff loyalty speaks volumes for the quality of a business andmany of Chaplins’ workforce has been with them years. Maureen Beer was the first employee back in 1967 and she only retired two years ago after 38 years of service, and several more members of staff have more than 30 years under their belts.

By now, ironmongery, camping equipment, fishing tackle, housewares, toiletries, stationery, toys, lighting, pictures, soft furnishings, confectionery, drinks, biscuits and much more could be purchased at Chaplins, where a visit is often as much of a family trip out as a shopping expedition. It is a family store and has something for everyone.
The business began to develop its "heavy goods" department with building materials and fencing while, at the same time, pioneering free delivery and introducing the ground-breaking ‘Over 60’s Gold Circle Club’ giving discounts to senior citizens every Tuesday and Thursday. Chaplins was on the up and then disaster struck in 1975 with a fire that completely destroyed the main warehouse/store at Newnham. Linda recalled: "It was burnt to the ground. Nothing left at all but letters of support came pouring in. I can honestly say that we never had a second thought about starting again. We traded from marquees and our suppliers were fantastic, everyone we dealt with was prepared to wait while we got going again.

"Our customers who had bathroom suites and kitchen units on order with us waited for new supplies to arrive. It was a time to think on your feet and we learned that we had a lot of friends."

With this frame of mind, Chaplins rose Phoenix-like from the ashes and Linda took the opportunity of rebuilding the warehouse and adding even more lines.

In 1985, Linda’s daughter Vanessa joined the business at just 16 years old and it was her interest in horticulture that hastened the opening of the highly popular garden centre. She said: "The garden centre was very much a response to popular demand. It started with compost and simple plants but soon took on pots, ornaments and books. I can recall one particular promotion where we offered a free Gro-Bag, resulted in the traffic grinding to a halt right through Plympton."

The introduction of the garden centre proved very successful, and continued increased product ranges over the years has made the garden centre form a major part of the business.

Vanessa later went on to establish a fashions and clothing department which would take her from the East End of London to Manchester in search of the latest fashions at the right price. The shoe department was under her guidance when the range was extended to include slippers, Wellingtons, trainers, boots and shoes for adults and children. Being an animal lover, her current pets include three dogs, two cats, four rabbits, 12 chickens, four ducks and koi; it was no surprise when Vanessa established the very successful pet department.

She is passionate about the pet department and although she has interests in other departments that she has established including cookware, textiles, pictures and frames, and the most recent ever increasing arts and crafts section; and other company responsibilities including marketing and advertising, she never takes her eye off the pet department.

Linda and Vanessa continue to enjoy product buying, and are always looking to improve ranges and looking for the next deal or promotion.