A WEST Yorkshire supplies business which began during the Crimean War is turning to 21st Century technology to boost the phase of its expansion.

Cleckheaton-based Burnhills, a family-run equestrian, pet and smallholding supplies specialist,, which dates back to 1855, has invested in a new e-commerce platform to fuel further growth and enable it to compete better against large national pet retail chains. .

The fifth-generation business launched its first website four years ago, which until recently, has accounted for 25 per cent of sales. Encouraged by healthy online growth and enquiries from beyond the county, Burnhills has invested in a responsive new site that is forecast to drive at least 15 per cent more revenue within the next quarter alone.

The latest website includes additional features such as a ‘click and collect’ facility, advice-led blogs about animal care and access to competitions, event listings and frequently asked questions. .

Director Ben Burnhill said: "Customer satisfaction is our number one priority, So ,whilst the website will enable us to sell our products to people located throughout Yorkshire and further afield, we hope it will be used as an easy-access, knowledge-filled resource too for our more local clientele.

Ben believes Burnhill's continued success has been largely due to offering personal service, which differentiates it from its national rivals .

We’ll always invest in new technologies, but we’ll maintain a parallel commitment to bricks and mortar retail too. We’ll never let Burnhills become a ‘faceless’ organisation in the often impersonal digital world,” he said .

In 2007 Burnhills movedto its 11,500sq ft store and warehouse on Middleton Business Park which enabled it to expand stocks to 14,000 product lines.

Ben said: “Moving away from the centre of Cleckheaton was very risky.But we invested heavily in the bespoke fit out of this larger space, and thought carefully about what we offered in-store.

“Not many firms can boast a heritage that started in 1855 and is still going strong to this day. But I think our success lies in combining family values with forward thinking.

"We pride ourselves on the quality of our traditional, face-to-face customer service, whilst ensuring we keep pace with business trends and the needs and demands of the ever-savvier consumer. That’s why our 17th decade looks as exciting as it does.”

Burnhills started out in 1855 as a small business rolling oats in the cellar of a grocery store has grown to become one of the largest independent brands of its kind in the North of England.