Norfolk Country Cottages, which has some 125 employees in 10 offices across England, has steadily acquired a number of independent lettings agencies over the past decade or so and has ambitious plans to double turnover over the next five years.
 
The group, officially known as The Original Cottage Company, rents out around 1,800 holiday cottages across Norfolk and Suffolk, through Kent and Sussex, to Cornwall and North Devon, and up to the Yorkshire Coast and Moors. The latest venture sees the company marching into the Peak District.
 
Norfolk Country Cottages was established as a family-run business in 1992 by Richard Ellis and his wife Lesley in a room at their cottage in Whitwell Street. When their youngest daughter was born, the office then moved to the newly purchased and completely renovated Carlton House in Market Place, Reepham.
 
In 1996, a barn at the back of this property was also renovated, which has retained many original beams and features. The company later acquired the adjacent building and shop, which has been opened as the Melton House Gallery displaying the company photographer’s own works.
 
With other Norfolk offices in Holt (The Old Crab Shop) and Burnham Market (The Old Garage), the company has made some shrewd moves to become a significant player in the holiday lettings market.
 
Having made several acquisitions within Norfolk, Suffolk Secrets was launched in 2004 and the company expanded further with Southwold Lettings four years later. The group now includes Marsdens Cottage Holidays, Freedom Holiday Homes, Completely Cottages and Yorkshire Holiday Cottages.
 
The company’s business model is based on a network of small, local offices staffed by specialists to provide high-quality knowledge of the areas and properties they represent.
 
Long-term view
 
With several of the second generation of the family well installed in the business, marketing director James Ellis joined the company in 2002 as marketing and IT manager, becoming a director in 2005.
 
“We have developed a long-term view of the market, even looking 30-40 years ahead where possible,” said Mr Ellis. “While we will not overstretch ourselves, we are ambitious, which means growing the business when opportunities arise.”
 
The Reepham office of Norfolk Country Cottages handles all the back-office functions, such as accounts, marketing and IT. It houses a team of computer technicians that has developed specialist accommodation booking systems, which it now sells to other agencies through Carlton Software Developments.
 
“Having local offices is our unique selling point,” Mr Ellis explained. “We already have an excellent reputation across all parts of the country where we do business. But we don’t rule out venturing into other parts of the UK, such as Wales and Scotland, and even Ireland, as well as other overseas markets. There is a wealth of untapped potential to aim for.”
 
With its sights set on expansion, the company aims to double turnover from the current £20 million to £40 million over the next five years. This strategy will be helped by the fact that more British families are taking holidays in the UK, a trend that has been ongoing since the 1980s.
 
“Although Reepham may be an unlikely place for a major business, it is our home; it’s where we started,” continued Mr Ellis, a former chairman of the local Chamber of Commerce. “We now have employees here from all over the county, from Norwich, Fakenham and Dereham, for example, many of whom have been working with us for a number of years.
 
“However, there are some challenges with the size and layout of the building,” he admitted. “We may have to rejig things around internally, but we should be here for a few more years yet.”
 
Internship programme
 
In efforts to recruit local talent wherever possible, Norfolk Country Cottages has established links with local high schools, becoming involved in careers days and offering work experience to students.
 
The latest method to improve the skills base is an internship programme, which the company set up in 2012. “Of last year’s intake of six, four are still working with us, and the second batch of interns started a few months ago,” said Mr Ellis. “We’ve found this programme a great way of recruiting people. It also helps young people without experience get into work, which is something we’re keen to promote to the wider business community.”