Jukebox manufacturer sounds out US export growth

JUKEBOX manufacturer Sound Leisure is investing in its business and recruiting more staff, as it gears up to make the most of new opportunities in the North American market.

The £5.5m turnover company, based in Cross Gates, Leeds, already enjoys strong export sales in Europe, the Middle East and Australasia but managing director Chris Black said he is looking for up to 25% growth from sales in its ‘classic’ division after signing agreements with distributors in US and Canada. The company is investing more than £200,000 to help it achieve its ambitions.

German manufacturer Wurlitzer has decided to end production of classic jukeboxes, resulting in a major gap in the market for Sound Leisure which, together with Rock-Ola that is based in America, is now one of only two traditional jukebox manufacturers in the world.

New distributors in Switzerland, France, Germany and Australia are testimony to continuing demand for classic jukeboxes, combining art deco styling with highest quality craftsmanship and custom finishes that include the ‘Juke Britannia’ in Union Jack colours and the 50s-styled ‘Rocket 88’ range.

The investment in new production facilities, business systems and export accreditations will enable Sound Leisure to boost production to a level where it says it can meet anticipated levels of demand from US customers. The 105-strong workforce is also set to grow, with extra staff and four new apprentices being recruited into the business.

Black said: “We are looking for a 25% increase in output from the ‘classic’ division and distributors are ready to take orders now. However, it’s vital we don’t try to try to run too fast. If we are to pull off the American market, we need to be able to deliver and provide the level of service expected for a top quality product.”

The company is also seeing a resurgence of demand in the domestic market, taking its biggest order for digital Jukeboxes in more than five years following a deal to manufacture 250 branded jukeboxes for the UK’s largest machine operator during the recent EAG Expo at the O2 Arena in London.

A further order for another 50 machines came through just a fortnight ago, while a UK based, American-style restaurant chain has placed orders for reproduction speaker systems and chromed ‘diner selector’ units that are placed at the end of dining booths, allowing diners to select music from a twenty-first century playlist hosted in the cloud.

The six-figure order is part of a national roll out for the American diner chain, with Sound Leisure manufacturing and installing the units, as well as providing after sales service.

Black said he sees prospects for further growth in the museums market and the company’s children’s division, SL KIDS which provided a buffer during the recession.

Sound Leisure recently completed new interactive installations at Lotherton Hall and acts as the UK distributor for play modules manufactured in Holland by IKC. The company’s ‘distraction zones’ are frequently seen in shopping centres, pubs, banks and garden centres.

Black said: “While pubs and the retail market saw a major dip, our classic range held steady throughout the recession. Demand is really starting to take off now and the challenge is getting product out of the door rather than where the next order is coming from.”

Coun Richard Lewis, Leeds City Council’s executive member for development and the economy, said: “Manufacturing remains key to the city’s economy, providing high value skills and employment opportunities for the people of Leeds.

“It’s fantastic to see Sound Leisure retain their workforce through the recession and now being able to recruit additional production staff and new apprentices into the business. As business and consumer confidence returns, there are real opportunities for growth and Sound Leisure is in pole position to take advantage of this.”