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Sambro from value to value +++ Publisher John Baulch visits Sambro’s Bury headquarters to speak to CEO Paul Blackaby about the company’s quiet (r)evolution. operations, Brexit had a profound impact on the business, leading to some operations moving to an EU location. The company now operates a 3PL facility in Rotterdam and an office in Amsterdam, with Paul admitting: “In the past, all of the stock for mainland Europe came through the UK. Now it goes through Rotterdam. We’re big in Benelux, as well as the UK & Ireland of course – but we are very much focused on expanding our sales across the whole of Europe. Ideally we’d like to sell directly to major retailers, although we are very much open to distribution partnerships in certain territories.” Licensing has always been a key element for Sambro, although the business has become far more focused on properties from key partners in recent years, as Paul details: “First and foremost, we focus on our ‘big 4’ licensing partners – Paramount, Mattel, Hasbro and Disney. Then we look to build out a broader portfolio
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t had been a few years since I last visited Sambro’s UK office - the large, imposing building in Bury it has called home for many years. My trip saw me meet with CEO Paul Blackaby, the man at the helm who has been quietly transforming the company from its pure value roots into a company that still offers great value across all of its product ranges, although now combined with far more exclusive product development and an ambitious environmental strategy. Paul has been at Sambro for just over three and a half years, having previously worked in the chemical industry: “I’m an accountant by background, and have spent most of my career in the manufacturing sector, running companies and helping to turn them around. But I must say, I have fallen in love with the toy industry.” 110 people work from the Bury headquarters, which is the hub of the company – according to Paul: “The business is all about people and product. Co-operation is key. We don’t own factories, ships or trucks – we rely on many different partners, and it’s a massive effort to co-ordinate them all.” However, like many other British-based
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through partnerships with key licensors which have properties that align with our product ranges and our retail customers. We are happy to take calculated risks on successful new and emerging properties, as well as some brands which have proved that they have staying power, such as Acamar’s Bing.” In terms of the product ranges, Paul describes Sambro’s ethos as “unashamedly value driven. Our core strength lies in the value retail and grocery channels, although we look to supply retailers across the spectrum. We are constantly being challenged by our retail partners to bring something interesting and different to them. If we can deliver great product at great value, they’ll buy from us.” One of the key changes which Paul has made to the business is to put greater emphasis on design and product development – that team is now the largest within the overall business. Headed up by John Mallet, who spent