At ADEY, we’ve always believed that innovation starts with understanding the daily challenges our customers face. Whether supporting merchants, contractors, housebuilders, specifiers, strategic partners or distributors, our role extends far beyond supplying products. Success comes from listening carefully to customer needs, providing solutions that help businesses thrive, and building strong, lasting relationships,

As the markets we serve continue to evolve, so too must the way we engage with our customers. Expectations are changing. Customers are looking for greater collaboration, deeper expertise, faster communication, and partners who truly understand the unique demands of their sector. Recognising this, ADEY has embarked on an important evolution of its commercial structure, ensuring that our customers sit firmly at the centre of everything we do.

While every customer shares a common objective of delivering value and success, the route to achieving that goal can vary significantly depending on where they operate within the supply chain. A national merchant has different priorities to a housing developer. A specification consultant requires different support to an installer. Strategic partners have different expectations from trade customers.

By organising our teams around our customer groups, we are placing dedicated expertise closer to the people we serve. This enables us to develop a deeper understanding of the opportunities, challenges, and priorities within each channel, resulting in more meaningful conversations, stronger relationships, and ultimately better outcomes for our customers.

At the heart of this evolution is a commitment to amplifying the voice of the customer throughout our business.

To support this evolution, we have introduced a new commercial structure designed around the channels we serve. Rather than taking a one-size-fits-all approach, we have aligned experienced leaders and specialist teams to specific customer groups, recognising that each channel has its own priorities, challenges and expectations.

This structure allows us to deepen customer relationships, strengthen communication, and ensure that customer insight is represented throughout the business. It also enables us to focus our expertise where it can deliver the greatest value, creating a more responsive and effective experience for our customers.

Leading this new structure is Phil Rotheram, who joined ADEY in 2026 as Sales Director. With more than 22 years of senior commercial leadership experience within the construction sector, Phil is responsible for driving customer engagement across the business and ensuring that the voice of the customer remains central to our decision-making and future growth.

Supporting Phil is a team of channel-focused leaders:

• Annabelle Bianchi, Head of Specification – leading engagement with consultants, specifiers, developers and key project stakeholders.
• Amy Patrick, Head of Trade – focused on supporting merchant partners and installers through strong relationships and channel-specific initiatives.
• Mike Green, Head of Commercial – leading our approach to commercial customers and developing partnerships that deliver long-term value.
• Jim McGinty, Head of Strategic Partners & Surestop – responsible for strengthening relationships with strategic partners and driving growth within the Surestop brand.
• Pip Bowers, Head of Customer Success – ensuring customer experience remains at the forefront of everything we do and helping turn customer feedback into meaningful action.

Together, these leaders bring a wealth of industry knowledge and experience, providing clear ownership across our key customer channels and ensuring that every customer benefits from focused expertise, tailored support and a deeper understanding of their business needs.

Customer feedback has always played an important role in shaping our products, services, and support. However, as we continue to grow, we recognise the importance of ensuring that customer insight is not confined to occasional conversations or isolated touchpoints. Instead, it must influence decision-making across every part of ADEY.

Our revised structure creates stronger relationships between our customers. It ensures that customer perspectives are heard, understood, and acted upon, helping us make informed decisions that support both current needs and future opportunities.

We recognise that customer understanding should be at the heart of how we operate. This approach helps build a culture and environment where every function within ADEY can contribute to delivering a better customer experience.

By strengthening the connection between our commercial teams and our customers, we can quickly identify emerging trends, respond more effectively to market challenges, and continue to innovate in ways that create genuine value.

For many years, our customers have trusted us to provide industry-leading solutions, technical expertise, and dependable support. Those commitments remain unchanged. What is changing is our ability to align our talent, knowledge, and resources more effectively around the needs of the customers we serve.

Through our new channel-led structure, our customers will work with dedicated professionals who understand their market, appreciate their priorities, and can provide support tailored to their objectives. The ADEY ambition is to be more than a product supplier. We want to demonstrate that we are a trusted partner that customers can rely on to help navigate changing market conditions, identify new opportunities and achieve lasting shared success.

As part of this commitment, we are continuing to invest in our people and in the expertise that supports our customers. The specialist knowledge within our teams remains one of our greatest strengths, and this revised structure allows us to utilise that expertise in a way that delivers even greater value across every customer channel.

Ultimately, this evolution reflects a broader vision for the future of ADEY. We are committed to creating a business that listens more effectively, responds more quickly, and collaborates more closely with the customers.

The market will continue to evolve, and customer expectations will continue to rise. By placing the customer at the centre of our organisation, we are ensuring that ADEY remains well positioned to meet those expectations both today and in the future.

This is realignment of our talent, expertise, and resources is centred around what matters most: our customers.

By working together towards shared goals, we can continue to build stronger partnerships, deliver greater value, and create success for everyone involved.

Because when our customers win, we win together.