Under family ownership, Genpower has grown from humble beginnings to widespread success
Founded by husband-and-wife team, Roland and Lisa Llewellin, in 2006, Genpower is a family-owned business priding itself on offering quality power products at competitive prices, with prompt delivery. The business has grown significantly since its inception, now employing 140 staff across its HQ in Pembroke Dock, Wales, as well as its 3PL fulfilment center in Newport, a refurbishment center in Warrington, customer service team in Mauritius and sourcing and QC team in China.
Driven by acquisition and adding brands to its portfolio, 2024 is set to be Genpower’s biggest year, with a significant growth forecast. From its 120,000-square-foot
headquarters in Pembroke Dock, and a new distribution center in Newport spanning 100,000 square feet, the business distributes to a network of national retailers, approved dealers, as well as direct-to-consumer (D2C) through its e-commerce channels and specialist online retailers.
As the sole UK importer for Hyundai Power Products, Genpower’s relationship with Hyundai dates to 2009, when it became a sub agent for a small range of Hyundai generators. This relationship strengthened in the years that followed, with Genpower soon distributing Hyundai’s power tools, garden machinery, air compressors and light construction equipment in the UK and Ireland by 2015.
Hit with the problems of Brexit and the unforeseen devaluation in GBP, Genpower focused on consolidating the business by adding more consumer products and growing its D2C channels. 2020 and 2021 saw further success, with a new range of garden machinery, industrial screw compressors, and 30 consumer DIY products added to its D2C offering. 2021 specifically was also a year of technological advancements, as new Hyundai and spare parts websites were launched, on top of a new, organization-wide ERP system.
Genpower’s next growth milestone came in 2023, when it secured the worldwide license to distribute JCB tools and power products. This is a very wide range of high-quality tools, power tools and power equipment aimed at the construction, agriculture, and automotive sectors.
Exceptional customer service
Now spanning over 1500 product lines and more than 22,000 replacement parts, Genpower’s product portfolio includes garden machinery; petrol and diesel generators; petrol, diesel, and electric pressure washers; electric and petrol air compressors; electric, petrol, and diesel water pumps; power tools; and light construction or workshop equipment.
With such a vast portfolio, Genpower must operate a highly organized and efficient warehouse. It has recently invested in a new warehouse management system (WMS), for example, which is equipped with handheld walk around integration to enable a paperless system that ensures accountability, efficiency, and scalability. Additionally, the new center in Newport adds a 16,000-pallet capacity and ten dock-level loading bays to its already impressive portfolio.
The star attraction at Newport is ‘Dai’ the drone. ‘Dai’ is an autonomous drone that works out of hours counting the 16,000 pallet locations every week, giving peace of mind and stock accuracy in this vast warehouse.
Aside from products, the business prides itself on delivering exceptional customer service. In its consumer offering, Genpower can integrate its new WMS with a customer’s order management system or e-commerce platform such as eBay or Amazon to enable greater visibility. Customers can access a portal to get real-time updates, for example, including easy booking processes, status updates, and tracking details.
Recognizing that warehouse innovation and automation is a necessity, Genpower uses RAWview drone Systems to provide customers with automated stock checks. With a rise in online shopping and demand for next-day delivery, 3PL providers are faced with complex challenges that can be navigated using real-time data and automation. By embracing such technologies, Genpower provides a safer working environment for its staff, as well as greater accuracy and enhanced efficiency in its overall operation.
However, the company’s approach to high-quality service doesn’t stop once the product is purchased. Instead, Genpower offers expert product knowledge and aftercare support to customers and trade professionals, ranging from general enquiries and technical support to supplying warranty parts and providing workshop assistance.
It has a specialist team of experts that undertake pre-delivery inspections and test products before dispatch, ensuring the quality and functionality of the product. The robust quality control team ensures a seamless end-to-end quality management process, including at the point of manufacture, where the team works with approved factories, through testing and continuous improvement. With over 22,000 replacement and spare parts in its inventory, Genpower boasts the ability to not only monitor a product throughout its lifecycle, but also offer service and repairs via its in-house customer service team.
Environmental and social governance (ESG) is a key topic in all businesses, regardless of industry or geography – and Genpower is no exception. When it comes to environmental sustainability, the business has adopted multiple renewable energy sources to partially power its five sites. It has installed 1000 solar panels, for example, and works with the local agriculture industry to sustainably source biomass fuel for colder months.
As a family-owned business, Genpower has strong values and encourages employees to strive to create a bigger and better future in both the national and global markets. In return, the business offers a range of rewards like private healthcare, engagement days, and discounts, on top of a plethora of training and development opportunities. In fact, one of its values is to support the development of its people and invest in diverse talent, initiatives, and leadership.
Social conscience
It is a fast-paced and constantly growing organization with a hub of new talent rising through the ranks. From three employees in 2009, it has grown to employ more than 140 individuals, with opportunities ranging from sales and customer service to mechanics and engineering roles.
In terms of philanthropic work, Genpower is passionate about supporting both local and national causes. To support 15-year-old Dylan Allman’s Hedgehog Aware campaign, for instance, the business has added 100,000 ‘Hedgehog Aware’ stickers to its garden machinery. In the wake of the war against Ukraine, Genpower pledged to donate one percent of all Hyundai Power Products to the British Red Cross emergency appeal, with its current total standing at an impressive £51,855.
The company also ran a Genpower and Hyundai Power Products UK car in the prestigious British Rally Championships, sponsoring Welsh-born driver, James Williams. Being a key sponsor of such events aligns with Genpower’s overall mission to support high-performing endeavors, and the business clearly takes pride in sponsoring a team that consistently strives for success.
It’s clear to see why Genpower is a leading distributor in the UK and beyond; the products are high quality, delivered on time, and accompanied by exceptional customer service. As the business prepares for another busy year ahead, the close-knit team is sure to succeed.