skip to main content
  • *
  • *
Find Insight DIY on
* * *

UK DIY News

Headlam Creates National Salesforce For Residential Brands

Headlam, the UK's leading flooring distributor
  • Headlam’s customer-led growth strategy continues with the creation of a national salesforce for six of its Residential Brands to ensure exceptional customer service nationwide
  • These changes will reduce duplication and make it easier and more efficient for customers to do business with Headlam. 

Headlam Group, the UK’s leading flooring distributor, announces important changes to its Residential Product brands’ sales teams to create one national salesforce. This consolidation into one National team is the next chapter in Headlam’s wider customer-led growth strategy originally unveiled in September 2024.

Headlam brings six of its product brands - comprising Kingsmead Carpets, Manx Tomkinson, Kersaint Cobb, Fells Carpets, Gaskell Wool Rich and Telenzo - together under the umbrella of Headlam Brands, to create one national sales team.

With the goal of streamlining the buying process for customers, this change will make doing business with Headlam easier. Customers will be serviced by one dedicated local Area Sales Manager (ASM) for all six brands, will have access to one central buying portal and will enjoy clearer pricing structures. This will not only remove duplication but will also streamline account admin and ordering processes.

Headlam’s regional business heritage, product breadth and national scale has secured its position as the market leader in UK flooring distribution. Its Headlam Brands customers will continue to benefit from the Group’s unbeatable stock availability, next-day delivery and unparalleled flooring expertise across its sales and customer service teams.

United under one Head of Sales, Keith Morgan, a 28 strong salesforce will be supported by two Regional Sales Managers, Stewart Hollands for the North and Dave Watson for the South. Each ASM will be a single point of contact, across a smaller geographical area for all six brands, ensuring customers across the country continue to receive exceptional customer service. Headlam will also be investing circa £500,000 in new sampling for its sales team to ensure customers have visibility of the full Headlam Brands offering.

Keith Morgan is a distinguished leader with over four decades of expertise in the flooring retail industry. Having led Headlam’s prestigious Manx Tomkinson, Fells Carpets and Kingsmead brands, and with a notable legacy at renowned companies including Hugh MacKay and SCS, he continues to leverage his extensive knowledge and vast experience to drive innovation and excellence in the flooring sector. Commenting on the change, Keith states:

“In September 2024, Headlam announced plans to accelerate its customer-led growth strategy by simplifying our business model. This next chapter in the transformation story brings further simplification to our existing Residential Product brands’ sales team. We took the time to listen to our customers and their valuable insights have shaped our strategy for the better.

These changes ensure we keep our customers at the heart of everything we do, offering them more products, nationwide availability and streamlined ordering processes; making working with Headlam easier and more convenient. By continuing to work with Headlam, our customers will continue to have access to the company’s unrivalled scale, national distribution network and experienced sales team.”

Source : Headlam

For all the very latest news and intelligence on the UK's largest home improvement and garden retailers, sign up for the Insight DIY weekly newsletter.  

25 March 2025

Related News

view more UK DIY News
*

Insight provides a host of information I need on many of our company’s largest customers. I use this information regularly with my team, both at a local level as well as with our other international operations. It’s extremely useful when sharing market intelligence information with our corporate office.

*
Paul Boyce - European CEO, QEP Ltd.
Newsletters

Don't miss out on all the latest, breaking news from the DIY industry