PEL Music & Media has added sound system design, supply and installation to its array of services for The White Company, further developing a working relationship with the retailer spanning three years.

As a company specialising in supplying stylish, white, designer-quality items for the home at affordable prices, The White Company has developed a distinctive brand in its 21 year history.  The retailer started as a mail order business but now has over 50 stores in the UK alone.

The White Company has PEL MusicStore hard drives installed in to 47 of its stores and the playlist of 1200 tracks is updated by 20 tracks per month.  In existing stores the music is played through the in situ sound systems, whilst in the latest stores to open, PEL was appointed to design, supply and install the sound system itself; these include Norwich and Meadow Hall, Sheffield and the redeveloped Glasgow and Kings Cross, London stores.

Brendan Davey, Head of Visual and Instore Creative at The White Company, comments on this successful working relationship: “The White Company is very much a sensory brand; it’s all about being able to smell, touch and feel the quality of the brand.  PEL has a real understanding of our brand’s DNA and what our customers want.  In the early days we were looking at sound options, such as running water, but it was proving too complex and PEL provided us with excellent advice and an alternative direction.  It was very much a collaborative approach with PEL to create play lists.

“The relationship we have developed on the music curation and supply led us to award PEL the contract for designing and installing the sound systems in our newest stores.  They have created three zones within the stores, with the music reflecting these areas.”

PEL’s MusicStore is a cost effective, reliable and flexible music service incorporating an easy to use hard disc music player loaded with an extensive library of tracks that are selected by PEL’s programmers to reflect the brand’s image and customer profile.  Each month new tracks and playlists are added automatically via downloading from either CD or broadband.

PEL was originally recommended to The White Company by a procurement management specialist following a review of The White Company’s suppliers.  PEL’s MusicStore in-store music supply service was viewed as both a superior service to the incumbent supplier and represented greater value for money.

PEL Music & Media is a division of PEL Services Ltd., a leading UK systems company that designs, supplies, installs and commissions sound, audio-visual and high-end fire and security detection, access control and alarm systems.  PEL Services operates throughout the UK and overseas, supporting markets as diverse as retail, leisure venues, education, logistics, local authorities, healthcare, social housing, financial, and public utilities.

For more information go to or contact PEL at 0333 123 2100 or

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