Executive Profile

Luke Burns, general manager at Cybex UK and Ireland, talks launching new innovative products, leading industry trends and staying grounded.

Left: Luke Burns

“FOCUS ON WHAT YOU CAN INFLUENCE”

HOW LONG HAVE YOU BEEN AT CYBEX?

I’ve worked at Cybex for eight years now - time flies when you are having fun and I have been in the industry for 30 years.

WHAT IS YOUR GREATEST ACHIEVEMENT AT

THE COMPANY?

Launching the Cloud Z i-Size and breaking the market leading position of a major competitor, which I had tried at other brands to achieve and had been unsuccessful until then. This shows the power of the brand and its innovation, grit and determination to develop innovative products that win with retailers and consumers.

FAVOURITE PART OF YOUR JOB?

I love launching new innovative products and leading industry trends. Products like the Anoris T i-Size this year makes me so proud to be a part of such an amazing team and brand.

“ The best advice I have been given is to never be arrogant, be humble and stay grounded.”

WHO IS THE UNSUNG HERO OF THE

COMPANY?

Our sales teams both in UK and around the world. They take our great products and deliver the success that the products deserve. Cybex innovates at speed, which can be overwhelming, and the sales teams are doing a fantastic job of keeping up. This may sound twee, but also our customers… without them we would be nothing and I sincerely mean that. We see every day that when we energise a retailer with training the sales follow.

WHAT IS THE BIGGEST CHANGE WITHIN THE

JUVENILE INDUSTRY THAT YOU HAVE SEEN

SINCE YOU HAVE WORKED IN IT?

Having worked in the industry for over 30 years in both preschool toys and the juvenile world, I have seen many changes. The customer landscape has dramatically changed from the days when the mail order companies ruled the industry. The success of online retailers followed by the demise of some brick and mortar retailers like Mothercare and Toys R Us. One thing that has remained constant has been parents and their children’s needs, it drives the need for brands to develop products to aid children’s development and parenting demands to make their lives easier.

WHAT’S THE BEST PIECE OF ADVICE YOU

HAVE EVER BEEN GIVEN?

The best advice I have been given is to never be arrogant, be humble and stay grounded. It’s so important to treat others, customers and team members how you would want to be treated yourself.

BIGGEST LESSON YOU’VE TAKEN AWAY

FROM THE PAST YEAR?

Focus on what you can influence – sometimes in life you can’t change some people’s views, learn to accept this and move on and focus on what really makes the difference.

IF YOU COULD CHANGE ONE THING ABOUT

THE JUVENILE INDUSTRY, WHAT WOULD IT

BE AND WHY?

I would love to see more innovation and less copy and paste for cheaper prices. I feel that this does the market no good in the long-term, particularly in areas like car safety where innovation and quality really matter.