The British Franchise Association Speaks to Chris Rocker, Founder of Just Shutters.
Twenty years after founding Just Shutters, Chris Rocker reflects on the journey from a local Dorset business to one of the UK’s leading retail shutter specialists, sharing the values and philosophy that have shaped the business over the past two decades.
Just Shutters is celebrating its 20th anniversary this September. Looking back, what have been the biggest moments or achievements that have shaped the brand's journey.
“When I started Just Shutters twenty years ago, I simply wanted to build a business that did things properly. I believed there was room for a company that genuinely cared about quality, craftsmanship and customer service, rather than just selling shutters.
Looking back, I’m incredibly proud of how far we’ve come. Expanding into franchising in 2009 was undoubtedly one of the biggest milestones, allowing us to take the values we had established locally in Dorset and replicate them across the UK with like-minded business owners who shared the same commitment to quality and customer service.
We have continued to invest in our people, our products and our systems, but perhaps what makes me proudest is that we’ve never lost sight of what made us successful in the first place. Twenty years on, our reputation is still built on trust, craftsmanship and doing the right thing for every customer.”
Just Shutters has grown from local roots into a national shutter specialist. What has helped the business build its reputation across the UK?
“Our reputation has never been built through shortcuts. It’s been built one customer at a time.
From the very beginning, I’ve believed shutters should be designed, not simply sold. Every shutter we provide is meticulously designed specifically for each customer’s home.
Over the last twenty years we’ve developed our own design philosophy, with carefully curated designs, wider panels and larger louvre sizes becoming part of what customers recognise as the Just Shutters difference. Combined with premium products, honest advice and attention to detail, that bespoke design process has helped us build a reputation that continues to grow through recommendation, repeat business and trust.”
From a franchising perspective, how have your local experts and franchisees helped create strong customer relationships in the communities they serve?
“Our franchisees are at the heart of the Just Shutters business. Customers appreciate dealing with someone local who understands their area, takes pride in their own reputation and is committed to delivering an exceptional experience.
At the same time, every franchisee benefits from the training, support, systems and buying power of an established national brand. We’ve always focused on finding people who share our values rather than simply expanding the network as quickly as possible.
That combination of local ownership and national support has helped create long-lasting customer relationships in communities across the country, and I’m incredibly proud of the trust our franchisees have built over the years.”
Customer service, expert fitting, made-to-measure products and a lifetime guarantee are central to the Just Shutters offer. Why have these standards been so important to the brand's success?
“A shutter is a long-term investment, so customers need complete confidence in both the product and the company behind it.
That’s why we’ve always refused to compromise on quality or service. Every shutter is made to measure, and in most cases, the same local expert who designs the shutters also installs them, ensuring continuity, attention to detail and genuine pride in the finished result.
Our lifetime guarantee reflects the confidence we have in the quality of what we provide. Those standards aren’t simply part of our offering, they’ve been central to building the trust and reputation that Just Shutters has earned over the last twenty years.”
The home improvement and interiors market has changed a lot over the past 20 years. How has Just Shutters adapted to changing customer expectations while keeping the same focus on quality and trust?
“Customer expectations have evolved significantly over the past two decades, with people looking for greater choice, innovative products and expert guidance they can rely on.
We’ve responded by continually evolving our shutter ranges, leading the way with innovations in both design and functionality, and introducing complementary products such as Just SunShades awnings and BlindScreens. Every innovation has been driven by the same ambition: to offer customers the very best solutions without ever compromising on quality.
What hasn’t changed is our philosophy. We’ve never tried to compete on being the cheapest. Instead, we’ve remained focused on quality, craftsmanship and delivering an outstanding customer experience. Those values have guided us for the last twenty years and will continue to shape the future of Just Shutters.”
Become Part of the Next Chapter
As Just Shutters celebrates 20 years in business, we’re continuing to grow our network of local experts across the UK.
If you’re looking for the opportunity to build your own business with the backing, experience and support of an established national brand, discover more about becoming a Just Shutters franchisee.