The newly appointed MD of 1810 Company/Schock plans to shake up the company’s sales efforts by getting representatives back on the road, following his predecessor’s decision to reduce the sales force last year.
Speaking exclusively to kbbreview at the MHK Living & Style show in Berlin, Bernhard van Ommen revealed one of his first priorities in the role was to build up the company’s sales team to further support retailers.
He explained: “Last year, the decision was made to transition to a remote sales team, removing in-person representation, besides three RSM. However, we are looking to change this approach, as I believe in being a close partner to kitchen retailers and having feet on the ground. Building strong, personal relationships is key because, ultimately, people buy from people.”
“I’ve got a fantastic team that is very committed, a great back-office team that are extremely supportive, and good quality and innovative products, but now we need to work on the commercial side and get in front of the customer more. So yes, we’re looking to recruit.”
Last year, Gareth Williams, former chairman of 1810 Company and Schock, introduced a significant change to the company’s sales approach, replacing all but two of its on-the-road sales reps with a remote sales team, which was seen as controversial in the industry.
Reflecting on last year’s strategy, van Ommen said: “While it had its advantages and helped us maintain a healthy business during a very slow and challenging 2024, my approach is to be a close partner to our customers. That means having a strong presence on the ground to truly understand their needs and requirements. We’re a people-driven industry, and being face-to-face with our customers is essential.
Discussing his other plans for his time as managing director, van Ommen explained: “I’ve come in from an industry that isn’t unrelated, and for me in my position, it’s really been about getting to know the team that I’ve inherited from Gareth Williams.
“I think the business is run by the right people with the right motivation. It’s a fantastic business, and for 1810 to have been established just 15 years ago, it has such great awareness in the market. Now the task is for me to ask: what else can we do to lift this company to the next level?”
Van Ommen was appointed as the new managing director of 1810 Company/Schock UK in February. Prior to his appointment, He was the former managing director of furniture brand Flokk UK.
