Dawson restructures as part of new brand plan

Dawson has announced a restructuring of its operations after reviewing the way that it sells its Ali Group brands in the UK.

The review is to spark a major shift in the way that it goes to market, as well as leading to a change in the management structure of its business.

Dawson’s managing director, Mike Butt, will leave the business on 31 December 2014, handing the reigns over to Nick Falco to spearhead the new set-up. The company today paid tribute to Butt for leading Dawson’s equipment sales to “unprecedented levels” during his five years in charge.

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Traditionally, each Dawson sales person has been responsible for a specific geography and has offered all brands in the portfolio to customers within that territory.

Moving forward, there will be three specialist sales teams focusing solely on their own areas of expertise: Lainox for combi ovens; Comenda for warewashing; and Cooking for the Rosinox and Mareno brands.

Aidan Hughes will lead the Lainox business, Nick Falco will head Comenda and a new brand director will be hired to oversee the Cooking businesses.

Dawson itself will continue to exist as a legal entity, providing sales order processing, field service support and spares for all the brands from its current premises in Barnsley.

Mike Butt told Catering Insight this morning that the new set-up was something that he “absolutely endorsed” and said it will give “strength and depth” to the front-end sales activities of the five brands it represents.

“I was brought in to get this business back on its feet, and that is what I have done,” he said. “We have put [the business] in a position now where the brands can take responsibility and take the next step forward.”

Butt, who said he hopes to remain in the industry once he leaves at the end of the year, confirmed that no redundancies had been made as a result of the restructuring, nor would anybody at Dawson be losing their job.

Dawson informed customers and partners of its plans in an email this morning entitled ‘Ali Group launches new Brand ‘Focus’ plan in the UK for Dawson’.

It stated that the new “brand focused” approach would offer both specifiers and end-users a “specialised service” from a team of highly trained experts representing its brands.

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