Three generations of the Holliss family, involved in the success of running its three forecourts in South Devon, attended the re-launch of its Ivybridge outlet last week: its second to complete a redevelopment this summer as the business switches to Esso and Co-op Wholesale supplies.
It was a symbolic gesture showing how the business – which now for the first time shows off a Holliss branded fascia – is being passed down the generations.
Holliss Filling Stations was founded 53 years ago at Totnes Cross, Halwell, by Diane Holliss and her late husband David who opened their first location there 53 years ago.
They brought up their family in a house next door to the petrol station, which the family still owns. Today, the group is run by their sons, Julian and James, and two of Diane’s grandchildren also work in the company.
The original house is now being knocked down to make way for a 3,500sq ft shop, which will be over four times the size of the original when it opens this autumn. It is part of an investment of around £1.5m across the estate, which includes moving all three sites from Spar and BP.
Julian Holliss says that having his 27-year-old daughter Jemma managing the Townstal Road site in Dartmouth has given him fresh impetus, knowing that a third generation of the family is involved in its running. Dartmouth was the first of the three sites to be redeveloped in a programme that has seen many firsts, including the introduction of self-checkouts (from CBE), and a Lavazza coffee machine at Ivybridge.
Jemma Holliss left a career in law two years ago, and has been developing a Lynked app-based loyalty scheme. She has also added her personal touch with AI-developed internal signage, and chosen the modern pale laminate flooring at the two so far redeveloped sites.
“The energy that Jemma brings has rejuvenated my energy,” says Julian Holliss, “and my mum is over the moon that she has two of her grandchildren now invested in the business, with James’s son Harry also onboard, looking after the stockkeeping.”
Feature lighting, Cook and ice cube freezers, Laithwaites wine sections, a stylish black ceiling, and the Proud to stock Co-op range give the redeveloped outlets an upmarket feel, says Holliss. Meanwhile, bespoke ‘fancy a cold one?’ and ‘vino & fizz’ category headers, are designed to add an element of fun, he adds.
Having been with Spar for over 25 years, and BP for 30 years, it was a momentous decision for the family to switch allegiance. They were attracted by the Co-op own-brand, and the supplier allowing Holliss to use its own fascia name and source local products, as well as by Esso’s Nectar loyalty card.
But the decision has paid off, with shop sales up 24% during week one at the Townstal Road site in Dartmouth, and fuel showing a 15% uplift. And these figures are before the significant increase in trade that the sites see during the main part of the summer holiday tourist season.
“We are very happy, it was a huge leap for us, and probably the most demanding six months that I can remember, but the effort has been worth it,” says Holliss. “Dartmouth is doing so well that we will probably need to add another two staff there to its 15-strong team.”
The new-found momentum means that the Hollis family is on the lookout for a fourth site in south Devon. It is also considering introducing a jet wash centre at Totnes Cross, with the site benefiting from a plot large enough to potentially introduce electric vehicle charging later.
Also, the success of the Lynked loyalty scheme could be replicated at its California Cross Service Station in Ivybridge, with participating customers awarded a £1 voucher for every 100 points earned at Dartmouth, as well as 2p per litre off fuel, and a buy six coffees and get the seventh free, among the deals on offer to members.
And certainly, for the future, Julian Holliss, the older of the two brothers and heading towards what he describes as a “significant birthday” at the age of 59, plans to stay focused on keeping the business in the family.
