With so much having changed, I got together with Gavin James to discuss the evolution of their business and their plans for the future. We found that Westend DJ was a company not just adapting to these shifts, but actively leading the way with an ambitious vision that redefines the relationship between retailer, customer, and the wider DJ community. They covered everything from their new online trade platform for DJs, the expanded physical showroom at their northwest London branch, even dropping in a teaser for a new-look central London store and a 2025 weDJ show to bolster their role in the wider DJ industry.

The conversation naturally began where many DJs start their journey today: online. I asked if their planned new website had come to fruition, and the answer was an emphatic yes, launched in 2024. Gavin explained that the new web platform represents more than just a redesign; it is a strategic response to the changing way people shop and seek advice.

In the past, customers would visit showrooms and retailers to get information, but now, the team has noticed a fascinating trend. People look for advice in places like the Mobile DJ Network and other online forums, often asking for opinions on gear and if they should buy something – often blind – based on other DJs’ comments. Lighting is much easier to ask about and view online and in videos, but sound can be a very personal opinion. What sounds amazing to one DJ could be terrible to another. Westend DJ’s new website is designed to combat this by becoming a definitive and trusted source of information by way of trained staff on the chat system and on the phone, along with verified customer reviews.

During the pandemic, they explored virtual demonstrations, but their old showroom lacked the space to do them effectively. The new, much larger showroom, has been built with this capability in mind. This allows them to correctly demonstrate products via video and even create bespoke video content for customers, if required. I shared a powerful anecdote about a personalised car video I received from a dealership and how that experience, while different in scale, is a principle they want to apply to their own business, especially for more expensive equipment like lighting rigs and sound systems. This approach ensures that even with a customer base that is growing beyond local reach, the personalised, expert advice that is a hallmark of the Westend DJ brand can be delivered directly to the user, wherever they are in the world.

Beyond the website’s support functions, I asked about the most significant technological and logistical improvements. The answer centred on the new Westend DJ trade account and how they want to attract more DJ businesses to use the information, showroom and expertise of their trained staff. The strategic thinking behind launching this dedicated service was simple: to better serve the professional and mobile DJ community, who have specific needs that differ from a casual enthusiast. As a business, Westend DJ wants to be able to talk to people in the way they want to have a conversation. The trade account is a solution designed to do just that, creating a specific portal with hyper-relevant products and services.

The key benefits for a DJ who applies for a trade account are substantial. Westend DJ has spent a lot of time and effort to develop the best finance offering in the UK. Their interest-free terms are longer than anyone else’s, and their interest-bearing loans have a lower APR than other suppliers in the industry. The lower percentages make a real difference, especially for large purchases. The trade account also offers business-focused finance options for sole traders and limited companies, which is a crucial distinction.
As Gavin pointed out, many DJs doing it professionally as full-time sole-traders were hit hard by the pandemic and did not receive government help, meaning cash flow is a constant concern. By offering a way to spread the cost of professional equipment, Westend DJ helps them manage their businesses and invest in the tools they need to work.

The trade account programme strengthens the relationship between Westend DJ and the professional community by recognising that DJing is a full-time business for many. It is not just about making a sale; it is about supporting a sole trader’s income.

The portal will be staffed by a team undergoing extensive training to provide impartial and on-point advice, ensuring that professionals are guided to the right products for their needs. This approach builds trust and loyalty, positioning Westend DJ not just as a retailer, but as a genuine partner in their customers’ success.

While the online platform is expanding, we asked how Westend DJ plans to ensure its physical stores remain a vital part of the community and not just a ‘click and collect’ warehouse or a box shifter. The answer was a testament to their unwavering belief in the power of an in-person experience. The new showroom at the North Circular Road branch, nearly six times bigger than its predecessor, is designed to be a destination in its own right. It is a space where the unique benefits of physical retail will be showcased to their fullest.
I was curious about what new brands and which product categories would be featured more prominently. Gavin’s excitement was palpable as he rattled off a list of new offerings. For PA systems, they will have a bigger range, including RCF’s HDL systems, a demo of their KX series, and more from JBL, with space to run up a PRX 925 with a sub. For those who are more budget-conscious, there will also be a large range of options. The showroom will also demo all of the XPRS range from Pioneer DJ.

In lighting, the new showroom will have one of the biggest CHAUVET DJ ILS (Instant Light Show) displays available. The team is particularly excited about this, as they see ILS as a no-brainer for DJs who want more control without the complexity of traditional DMX programming. The key takeaway, they explained, is the ability for people to come in and compare products directly. Customers will be able to say, “can you show me that wash light with that room-filling effect or that hybrid moving head?” and have a look at different setups.

This ability to mix and match and get a feel for the gear in person is a key experience that remains exclusive to any physical store with a showroom. Gavin emphasised sound and lighting is a very personal choice, and you must be able to hear and see the equipment in person to make sure it measures up to your expectations, especially if, as a company, you are upgrading your show. These things do not come cheap, and you have to be sure it’s right for your business.
The new expanded showroom will also serve as a true community hub with studios and smaller rooms to allow for bespoke demos. The team plans to open a calendar to all of their brand partners to run product launches, workshops and events. The goal is to have something going on every week. This is an extension of their ‘informal mentorship’ ethos. They want to create a space where DJs can come in, get their hands on the kit, ask questions, and network with one another. Gavin went on to say that whilst it would be nice if a purchase was made, he was not worried if a customer did not buy a product after a workshop; the goal is to provide a valuable experience that builds a lifelong relationship. This community-building ethos also extends to new collaborations, such as with CosmoPod, a DJ stand brand that they felt was not getting enough exposure. They will be building a custom CosmoPod unit, giving the community a rare opportunity to see and interact with it in person along with being able to place an order for a unit with bespoke features tailored to their controller or business model.

Our conversation shifted to a broader discussion about the industry, specifically about DJ shows. I asked if shows specifically for mobile DJs have run their course. We agreed that the most successful shows of the past, like the early BPMs, were at their best when they were for “every DJ”. This belief is the driving force behind the weDJ show. The clue is in the name: “we as a collective, we all of us, we’re all DJs”. The show aims to bring together bedroom DJs, club DJs, and mobile DJs in one shared space, recognising that there is a similar shared love of music driving everyone.

A question we always get asked at Pro Mobile is who is behind the weDJ brand, mainly due to the first show being run at the same time in the same venue as Photo Booth Expo in London back in October 2024. Gavin explained that weDJ is a non-profit venture. The brands chip in to cover the costs, which allows the show to be free to the DJ community. This approach removes the pressure to sell, allowing the team to focus on providing a valuable experience where DJs can get hands-on with gear, get involved in workshops that last year were put on by On The Rise DJ Academy, along with sharing their passion. Gavin recalled seeing both bedroom and mobile DJs at their previous show using the same products, proving that a single product can work for everyone, and therefore, a single show can work for everyone who needs that product.
Westend DJ’s involvement is a testament to their commitment to the community, helping and being there for the love of the industry, not just for a sale.

Gavin also dropped the bombshell (well, it was at the time) that he has plans in place for a 2025 weDJ show happening in London on 8-9th November. You’ll need to register for tickets, so head over to https://wedj.co.uk for all the details.

Looking ahead, Westend DJ has a clear and multi-faceted long-term vision. It all begins with the new showroom extension that is now open, but the company is already looking beyond that. The balance between physical retail and online operations will be dynamic, with each serving a unique purpose. The physical stores will be a destination for hands-on experience and community building, while the online platforms will serve as a resource for information, trade accounts, and seamless logistical support.

A significant part of this vision is the launch of Labs by Westend DJ, a new brand dedicated to electronic music production. The team realised that there was a lack of a dedicated space to serve this niche market. When the new showroom opens, it will include a dedicated Labs space where producers can test out studio gear, monitors and microphones. This move shows their commitment to serving all facets of the electronic music community.

The next major project on the horizon is a new store on Hanway Street in central London, a project they are undertaking in conjunction with AlphaTheta. The team believes central London needs a retail space that measures up to the industry’s standards, staffed by enthusiasts who can guide people to the right products. This new store will solidify Westend DJ’s presence in the heart of London and reinforce their commitment to physical retail.

Finally, we asked about the “new wave of DJs” that emerged during and since the pandemic. The team has noticed a new client base of DJs who learned during lockdown. They’ve seen these new DJs move from entry-level controllers to more professional setups, which is a big driver of business. This is also why the new showroom is designed to have such a wide range of products, from entry-level gear to professional systems, ensuring they can serve every DJ, no matter where they are on their journey.

The company’s vision is about more than just selling equipment; it is about building a lifelong relationship with the customer, providing the right advice and opportunities every step of the way.

As the industry continues to evolve, Westend DJ is not just along for the ride, they are driving the bus.