Jon Tilley, general manager EMEA at United Wheels UK/United Wheels Netherlands, talks setting up a pan-European subsidiary from scratch, the changing way consumers shop and the importance of being adaptable.
How long have you been at Huffy?
I joined the United Wheels team to set up the EMEA arm of the business in September 2020, so 18 months.
What is your greatest achievement at the company?
We’ve set up a pan-European subsidiary of the business from scratch; that’s an amazing thing to be involved in. We’ve also won the Disney licence for bikes and have built a team to support both this and the future growth of the business. They’re all huge milestones to hit in such a short amount of time.
Favourite part of your job?
In the past few months, it’s been great to get back to doing business face to face. There’s a real buzz at trade shows right now. When it comes to sales there’s no substitute for getting product in front of buyers and retailers. We’re lucky enough to be work with an incredible range which makes our job not only easier but all the more enjoyable. The best thing about it is that I’ve been granted such a rare opportunity; to build a team, be involved with such an amazing brand, and create an organisation that will experience rapid growth in such a short period of time. That’s pretty cool.
Who is the unsung hero of the company?
I’m lucky to have a passionate team. An amazing parent company in the US who is committed to ensure that we succeed, and a local UK/EU team who are dedicated to our overall goal. We also have a number of external agencies who are helping to strive towards our objectives as a business. Everyone plays their part in an equal way.
What is the biggest change within the preschool industry that you have seen since you have worked in it?
The biggest change to date has been the way that consumers shop. Obviously, habits are changing all the time, particularly post-pandemic. However, recent trends show that people are now a lot more comfortable shopping online. With the challenges on the high street, e-commerce is an integral part to nurture in business, but it’s a fine balancing act as we also need to look after the traditional channels too. Consumers haven’t changed over the years and traditional modes of play are still as relevant as ever. All kids and families love to ride bikes, scooters and outdoor toys, particularly in the past year or so during lockdown, and our products provide the opportunity to get outside and active in the fresh air for some fun.
What’s the best piece of advice you have ever been given?
There have been a number of things that have stuck out over the years… but I think it has to be surround yourself with amazing people, because they will make you look great.
Biggest lesson you’ve taken away from the past year?
The environment that we are working in is constantly changing, so it’s important to be adaptable. With regards to working with both companies and partners. Changes are happening and we need to be open to it. Sometimes we just have to throw away the rule book and start again. But overall, nothing beats getting product in front of buyers and retailers.
If you could change one thing about the preschool business, what would it be and why?
We’re very lucky that the toy and preschool environment is a fun and friendly place to work. It’s a lovely industry to be in. Aren’t we lucky? Toy Fair in January proved just how strong our community is.
