Headlam is to further shake up its sales network, use trade counters more as collection points, restore local delivery planning and sales offices, and cut product SKUs by more than 40% to improve stock availability as part of its turnaround plan under the leadership of Stephen Bird, Headlam interim-executive chairman.
‘We haven’t provided the service that our independent customer deserves, and I’m very sorry for that. Because of the strategy that we pursued, we have lost some core independent flooring retail and contractor business, which is really important to us. Some of that was clearly self-inflicted, some was due to challenging marketing conditions, and some was down to a capable and aggressive competitor who has taken advantage of the fact that we were distracted,’ says Bird, speaking exclusively to Interiors Monthly.
The shake-up of the sales team, which is subject to an ongoing redundancy consultation across the group, is set to see retailers have one rep covering both Mercado distributed products and Headlam brands. Crucial Trading and Florprotec will continue to have separate teams.
‘We are refocusing on independent retailers and contractors. We need to improve our service levels and provide a great, great proposition with the benefits of our purchasing power and range. We’ve had some positive and encouraging feedback from retailers. They now want to see action,’ he says.
Read the exclusive interview in the January 2026 issue.
