We want to encourage people to buy CDs and expand their musical enjoyment by always providing value for money and, by offering competitively priced bundles, we encourage customers to experiment with artists that they might not otherwise get to hear.

The Reflex approach is to buy in large quantities to secure the best prices, which are always passed on to the customer. Although we work on reduced margins, our buying power is increased because we buy in bulk and therefore we can fulfil 98% of orders directly from stock.

With us, you always deal with an individual. We have the experience and product knowledge to know how to track down obscure items, and what the availability is likely to be. That's just not always possible if we were to simply work off a cold database. We always try to be realistic about delivery times and we have regular checks on orders for products which are likely to be out of stock for significant periods.

Reflex was formed in Newcastle in November 1999 by Alan Jordan, who has over 20 years experience within the business, including spells with companies such as Virgin and Our Price, plus a major independent chain. His enthusiasm, musical and market knowledge has made Reflex a success.