Headlam is to rebrand its network of 32 regional wholesalers.
The flooring distributor will switch to the Mercado brand offering a unified product selection and pricing across the country.
Mercado is also launching an ecommerce website and app, allowing customers to shop its full product portfolio online.
‘Customers will have access to Mercado’s extensive, and now expanded, product portfolio, serviced by one dedicated sales representative. Its redesigned sales team will operate as a national salesforce, providing local ASMs with the capability to draw on a national network; they will represent specialist teams focused on traditional retail and contract. A local service but on a national scale,’ says the group.
‘To further increase efficiency, all buying operations will be brought together to simplify the purchasing process, creating one national product and price list. In addition to its existing next-day delivery service, the group will be enhancing its trade counter offer so that customers can order and collect products from anywhere. This unification will also be reflected in the group’s nationwide distribution network, starting with plans to open a new site in Rayleigh. This will be better placed to meet future delivery expectations and ensure stock is in the right place at the right time. These changes present a truly integrated, nationwide offering under the Mercado name.’
‘In May 2024 we announced plans to accelerate our customer-led growth strategy by simplifying our business model. We took the time to listen to our customers, suppliers and colleagues and their valuable insights have shaped our strategy for the better. There is real growth opportunity in the flooring sector and we are evolving to be at the fore of sector recovery. We are putting our customers at the heart of our strategy, offering them more products, nationwide availability and streamlined ordering processes: making working with Headlam easier and more convenient. We remain committed to our customers, whether independent retailer, fitter, contractor or supplier,’ says Chris Payne, Headlam ceo.
‘Mercardo is the right choice for the future, as it is a brand that has been serving the UK for almost 100-years, with existing national recognition and customer trust. We look forward to introducing these exciting changes over the coming months.’
All customer account changes around Mercado will happen by the end of 2024 and the product brands (Lifestyle, Everyroom, Crucial Trading, Telenzo, Kersaint Cobb, Manx Tomkinson, Kingsmead, Fells, Gaskell, FlorProtec, JHS, Clarendon) are unaffected.
The wholesalers being renamed are:
3D Flooring Supplies; Ashmounts; Baileys Bristol; Baileys Plymouth; Beds Flooring; Central Flooring; Cheshires; Clifford Carpets; D J Hann; Faithfulls; Florco; Florcraft; GAAS; Garrard Waters; Garrods; Hadfields; Haldon Thompson; Halls; KJC; Matty’s; MCD Culpeck; MCD Kidderminster; MCD Wales; Mercado; Mitchells; Mytton’s; Newcastle; Rackhams; RPS; Solmere; Supertex and Wilkies All Floors.
