Cloud Electronics

Highlighting best practice as a representative in The Parliamentary Review

The ability to listen and learn from one another has always been vital in parliament, in business and in most aspects of daily life. But at this particular moment in time, as national and global events continue to reiterate, it is uncommonly crucial that we forge new channels of communication and reinforce existing ones. The following article from Cloud Electronics is an attempt to do just that. We would welcome your thoughts on this or any other Parliamentary Review article.

www.cloud.co.uk

THE PARLIAMENTARY REVIEW
Highlighting best practice
THE PARLIAMENTARY REVIEW
Highlighting best practice
36 | CLOUD ELECTRONICS
Managing Director SimonCurtis
Market-leading commercial
audio equipment
Managing Director Simon Curtis says that Cloud
Electronics is the UK leader in amplification, mixer-
amplifiers and zone-routing audio tools when it comes
to commercial and domestic installations. Cloud’s purpose-
designed, professional suite of equipment and its brand of
“clearly better sound” are suitable for a variety of different
venues, and the firm’s equipment is now found in more than
100,000 commercial venues across the world. Simon tells
TheParliamentary Review
the Cloud Electronics story.
The early 1970s saw the emergence of the discotheque as a prime entertainment
venue for the young generation in the USA, UK and subsequently worldwide,
coupled with the creation of the new and major role of the DJ.
During this time, Roy Millington and Andrew Colley founded Cloud Electronics,
specifically to provide this dynamic and growing industry with its own purpose-
designed, professional audio tools. The usefulness, rugged longevity and sheer
audio performance of these products led to increased sales, an unrivalled
reputation and consequently a wider demand for Cloud’s particular brand of
“clearly better sound”.
For this reason, Cloud has steadily expanded its activities worldwide, with extensive
international distribution in conjunction with its product range, offering designed
solutions to the audio needs of many different styles of venue, entertainment and
hospitality facilities, retail stores and health and fitness venues.
FACTS ABOUT
CLOUD ELECTRONICS
»Managing Director:
SimonCurtis
»Founded in 1980
»Located in Sheffield, South
Yorkshire
»Services: Design, manufacture
and distribution of high-
quality commercial audio
equipment
»No. of employees: 30
»Annual sales in excess of £4.5
million
Cloud Electronics
BEST PRACTICE SPONSOR 2020
THE PARLIAMENTARY REVIEW
Highlighting best practice
36 | CLOUD ELECTRONICS
Managing Director SimonCurtis
Market-leading commercial
audio equipment
Managing Director Simon Curtis says that Cloud
Electronics is the UK leader in amplification, mixer-
amplifiers and zone-routing audio tools when it comes
to commercial and domestic installations. Cloud’s purpose-
designed, professional suite of equipment and its brand of
“clearly better sound” are suitable for a variety of different
venues, and the firm’s equipment is now found in more than
100,000 commercial venues across the world. Simon tells
TheParliamentary Review
the Cloud Electronics story.
The early 1970s saw the emergence of the discotheque as a prime entertainment
venue for the young generation in the USA, UK and subsequently worldwide,
coupled with the creation of the new and major role of the DJ.
During this time, Roy Millington and Andrew Colley founded Cloud Electronics,
specifically to provide this dynamic and growing industry with its own purpose-
designed, professional audio tools. The usefulness, rugged longevity and sheer
audio performance of these products led to increased sales, an unrivalled
reputation and consequently a wider demand for Cloud’s particular brand of
“clearly better sound”.
For this reason, Cloud has steadily expanded its activities worldwide, with extensive
international distribution in conjunction with its product range, offering designed
solutions to the audio needs of many different styles of venue, entertainment and
hospitality facilities, retail stores and health and fitness venues.
FACTS ABOUT
CLOUD ELECTRONICS
»Managing Director:
SimonCurtis
»Founded in 1980
»Located in Sheffield, South
Yorkshire
»Services: Design, manufacture
and distribution of high-
quality commercial audio
equipment
»No. of employees: 30
»Annual sales in excess of £4.5
million
Cloud Electronics
37CLOUD ELECTRONICS |
INDUSTRY & PRODUCTION
Turning tables
In March 2008, the former proprietors
retired from their position and I took
over the business. With the ethos of
the company as a key driving factor,
we hope our success and unrivalled
reputation will continue going
forward. Our internal management
team has ensured continuity and
a focus on product quality, while
rapidly expanding product design
and portfolio – determined to remain
competitive and relevant while
being challenged by lower-cost copy
manufacturers from the Far East.
Every Cloud commercial audio product
has been designed with a particular
application in mind, and all are built
to the most exacting professional
standards using only the most reliable
and proven components available.
All products are meticulously tested
through a three-stage quality process
and sound tested by hand in dedicated
sound booths. Every design is unique
to Cloud Electronics and based on
integrity and performance priorities.
For end users, contractors and venue
operators alike, our products deliver
a unique mix of quality, reliability and
value. That reputation is our customers’
guarantee of excellentperformance.
Our latest track
We have become the UK’s leading
specialist manufacturer of background
music equipment and contracting
installation audio equipment.
We are specialists in paging, zone-
routing, amplification and combined
mixer-amplifiers for all types of
commercial and domestic installations,
such as retail, licensed retail,
entertainment, hospitality, fitness,
wellbeing and more. Cloud is the
most trusted brand in its sector with
35 years of outstanding and proven
heritage and is recognised as 100 per
cent reliable in the most demanding
and difficult applications.
Our clients value clear and faultless
sound that is easily managed
and consistently trouble-free. We
enjoy a worldwide reputation for
delivering exactly that, a reputation
won almost entirely through word
of mouth. Performance over time
is the only benchmark – all Cloud
products are backed with a five-year
commercialguarantee.
Proving our metal in the city
of steel
We are based in the city of Sheffield. All
of our products are built by skilled and
knowledgeable workers. This facility also
houses our specialist in-house research
and development team. Every design is
unique to Cloud Electronics and follows
the most rigorous testing and sound
testing process in the industry.
We are a unique business in the UK,
with no direct competitors and a large
market share. Our product competition
comes principally from the Far East,
which has the lowest price, and the
USA, which provides better technology.
We have been able to maintain our
niche by providing a fundamentally
great product, with a very loyal UK
A skilled and
knowledgeable team
The usefulness,
rugged longevity
and sheer audio
performance of
these products
led to increased
sales, an
unrivalled
reputation and
consequently a
wider demand
for Cloud’s
particular brand
of ‘clearly better
sound’
THE PARLIAMENTARY REVIEW
Highlighting best practice
THE PARLIAMENTARY REVIEW
Highlighting best practice
38 | CLOUD ELECTRONICS
customer base who account for around
55 per cent of revenue and a growing
export distribution network with over
40 countries represented.
Five years ago, we opened our USA
office in Park City Utah with the
objective of competing in the most
lucrative background music market in
the world. The USA office supports
and serves all the Americas and
Japan. Sales and growth in this highly
challenging market have been steady
without being dynamic, although the
brand’s reputation is highly regarded
and respected throughout the US
andCanada.
Changing the track
The 2009 recession was a particularly
challenging time, with sales declining
by 50 per cent causing considerable
stress on the business, but our
reputation, along with aggressive cost
controls, saw the business survive and
recover during the resurging years.
Since then, considerable investments
have been made in the operation,
in the infrastructure and particularly
in growing the research and
developmentdepartment.
Our open market economy makes it
increasingly difficult for British electronics
manufacturers to compete on the
world stage. We have no meaningful
protection or security from importing
competitors who can flaunt our flimsy
European safety regulations, while
British exporters of audio electronics are
blatantly restricted from importing to all
the world’s leading markets by the use
of tenuous electrical safety compliance.
The emerging economies such as the
BRIC nations all have clear strategies
to challenge any competing importers,
while UK businesses continue to pay
their domestic taxes and comply with
any and all legislation.
The sound of music
Staying competitive and relevant is
always the challenge for small niche
manufacturers, and we believe this
should be the main focus of our
business. This can best be achieved by
investing in new product development
that best leverages our world-
renowned brand equity, our long
heritage and loyal workforce.
This strategy is starting to take shape
with the introduction of our first range
of low-energy digital 100v amplifiers
aimed squarely at commercial
buildings, hospitality venues, hotels
and larger retail applications such as
car dealerships, gyms and hotels. With
end users increasingly concerned about
their energy consumption, they are
looking to better reduce this cost.
We have a world of competitors but
will continue to improve product
technology and market reach to grow
our reputation and sales around
theworld.
Every Cloud
commercial audio
product has been
designed with a
particular
application in
mind, and all are
built to the most
exacting
professional
standards using
only the most
reliable and
proven
components
available
Continuing to invest in
product development

www.cloud.co.uk

This article was sponsored by Cloud Electronics. The Parliamentary Review is wholly funded by the representatives who write for it.