Division launch sees family owned group advance into leisure sector

An established Hull family business is hitting the open road with the launch of its latest brand.

Jordans Leisure, part of the Rix Group, is a new division of the business supplying luxury motorhomes from the Jordans showroom on Witham in the east of the city, including brands Auto-Trail, Hobby and Globe Traveller. 

The company has also expanded its commercial vehicles operation under another newly-formed brand – Jordans Commercial. 

Jordans Commercial builds on the business’s long heritage of supplying work vehicles by expanding its sales, service and maintenance of Fiat Professional LCV and via the recent acquisition of the Peugeot LCV franchise.

The business has also added service and maintenance capabilities for Citroen and Vauxhall. 

Director Ben Hakes said Jordans Leisure would enable the Rix Group to further capitalise on growing demand for staycations brought about by the pandemic. 

The new venture also complements the Rix Group’s lodge and holiday home manufacturing business, Victory Leisure Homes, by extending the group’s offering in the burgeoning leisure sector. 

Hakes said: “As a business, Jordans has a long association with the motorhome industry as our trained technicians carry out work for a number of top brands in the country. 

“The launch of Jordans Leisure significantly builds on this, enabling us to extend our vast experience in vehicle sales and after care to the motorhome sector for the first time. 

“Our aim is to become the go-to name in luxury motorhomes in East Yorkshire and beyond, helping customers achieve their dreams of freedom and the open road. 

“As well as supplying the industry’s top brands, our mechanics and technicians can provide a full suite of after sales services including habitation checks which means customer won’t need to go elsewhere to have the interior of their motorhomes maintained.”

He added the launch of Jordans Commercial completed the “evolution of the Jordans brand”.

Hakes said: “Commercial vehicles have always been an important part of the Jordans story, but as demand for high quality work vehicles continues to grow, we took the strategic decision to increase our focus on this area of the business. 

“With the launch of Jordans Commercial, we have increased the number of brands we can supply and service, giving us a comprehensive choice for everyone from sole traders to large fleets. 

“This, along with the launch of Jordans Leisure, represents the future direction of the business, building on more than a century of expertise in keeping the Humber region moving.” 

Jordans started life in the early 1900s as a bicycle retail business based in Hull’s High Street before moving on to sell motorcycles and eventually, cars and commercial vehicles.