My first experience of Richer sounds was in 1998. I'd just suffered a burglary and wanted to replace my hi-fi. It was my father who told me about Richer, so I trotted down to their Stockport store (it's now moved to a larger place) and couldn't believe my eyes.

Outside were their now familiar flyers, with their proud boast that they were exceeding Marks & Spencers Baker St. Store in terms of £ per retail square foot taken. In one sense, I could believe it. This wasn't a high street store. It was little better than a lock up. I don't even think the floor was level, and if any money had been spent on interior design, it had been well wasted. Manily because I couldn't see any interior design. Truly, this was a place living by the "pile it high and sell it cheap" adage.

Something else that struck me about the place was a poster. Nothing fancy, just a photocopy of what I believe is a set of parodied expressions. I wish I could remember all of what was written, but some still stick in my mind.

What is a customer?

A customer is the most important person ever to set foot in here.

A customer is not an interruption of our work, but the purpose of it.

No one ever won an argument with a customer.

Nowhere in this sheet did it say that you should allow people to walk all over you, do loss making sales or be subservient.

The more I thought about some of what was on this sheet, the more I realised just how correct it was. How many times have you come across sales assistants who are too busy to help you? Have you ever walked out of a store because the debate got too heated? And who really pays your salary? (Unless you're in a government job). Your boss may sign the cheque, but where does the money come from?

Julian Richer has achieved what is a reasonable aspiration. To become wealthy, by doing it honestly. And the principles that were not only written on the wall, but genuinely practised are still held. Many retailers, when they reach a certain size, seem to feel they are "entitled" to certain margins, profits or growth. And it is their customers "duty" to fulfill these "requirements". I've witnessed two houlsehold name retailers who've cut back on service, and started selling shoddy products in the political belief that you can fool all of the people, all of the time. (one at least has returned to the values that made them Britains best loved retailer). Not so at Richer sounds.

One day, Mr. Richer will doubtless pass the reins to a new generation. Hopefully, it won't be to a faceless board who know only the bottom line, and the customer be damned.

In the interim, I'll continue to buy from Richer Sounds whatever they supply that I want. Safe in the knowledge that if it's unsatisfactory, they'll refund, exchange (up or down), or repair the offending item.

It's almost impossible for someone to read this without thinking "he got lucky with them, I'll never shop there again". I can only provide my own experience which is one of complete satisfaction.