About us

Square Deal Electrical has been established since 1979 and was first started in Chiltern Road Dunstable. The shop in Chiltern Road was originally a shop that sold ornaments, men's and women's clothes in the late 60's and 70's and was run by our Mum Irene Strange.

Martin had just finished his apprentice with Ketts (Snowdens) in Dunstable Road Luton on the corner of Kenilworth Road and was keen to go into business on his own. With this in mind the family decided to invest in Martins future by agreeing to install just one TV in the Clothes shop with a sign on it advertising TV sets for Sale and Rental. It was not long before the local community become aware of this and started to Rent or Buy their TV’s from Square Deal Dunstable.

Martin’s Brother Gary Strange at this time was working in the Family Mini Supermarket in Westoning Bedfordshire and had worked there ever since leaving school. Gary expressed an interest in working with Martin in the TV side of the business which was expanding quite fast, after attending Luton College for TV servicing Gary officially joined the TV side of the business and now works at the Dunstable Showroom.

In 1994 we acquired a further business in Dunstable Road Luton called Thornton and Pierce, the owners Harry Thornton and Maurice Pierce had owned the business for many years and were approaching retirement. Martin decided to buy this business as the shop had a much larger showroom than the little 500 sqft Chiltern Road shop had, and then had purpose built workshops installed for the service side of the business.

We also acquired a further retail premises in Victoria Street St Albans Hertfordshire. Gary worked in this shop with Irene for approximately 3 years and Martin a further 10 years. The St Albans showroom specialised in Hi-fi, Rented and Sold Televisions and had its own small service department.

By the Mid 90's Square Deal had become a substantial business and had its own Video film club in the Chiltern Road shop but eventually the time had come to close the small Chiltern Road shop where it all started and move to the centre of town in Dunstable town centre. We acquired the premises that used to be the Town and Country Building Society in West Street and turned it into our main accounts head office and also an electrical show room selling and renting TV's, Hi-fi and small kitchen appliances. With the Video recorder revolution arriving Square Deal was not just hiring films but was also renting VHS and Betamax recorders and expanded its area to take in Herts Beds and Bucks, Cambs and Essex.

In order to increase our range of available products and remain competitive we joined Euronics which is Europe’s largest buying group. With over 30 Member countries across Europe and 11,000 specialist stores and branches, reaching 600 million consumers Euronics gives us the power to bring you Big Brand names at competitive prices without affecting our Independence and ability to provide the high level of service our customers have come to expect from us.

By the year 2000 the internet had arrived and Square Deal decided to venture out into selling kitchen appliances over the Internet Nationwide from the second floor of its West Street shop. The St Albans and Luton showrooms were closed and two large units were acquired in Thames Industrial Estate, High Street South Dunstable. Unit 4 was turned in to a purpose built workshop for servicing TV's and White goods appliances. Unit 5 next door was made into a very large showroom selling all types of Built in and freestanding white goods including Laundry, Gas and Electric Cooking appliances, TV's, Digital recorders, Vacuum Cleaners etc.

In 2017 we closed the West Street branch and moved the staff from that branch into offices in Unit 4 Thames Industrial Estate. The larger showroom in Thames Industrial Estate already sold most of the items available in the West Street Branch as well as all of the larger appliances, so it was easy to add the few remaining items that previously had only been available in West Street. The larger showroom in Thames Industrial Estate also has FREE customer parking right outside the store.