Flooring distributor Headlam Group has announced 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 Hollins 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.”