A good fit

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In May 2009, BBG Distribution merged with Peerless Industries, the US-based leading manufacturer of TV and audio mounts and installation accessories for residential and commercial markets. Peerless has over 50 years’ experience serving a wide range of customers in such sectors as  healthcare, hospitality and transportation, and its products have an established reputation for quality, ease of installation and functionality.

IER: What were the reasons for the merger with Peerless?

GD: “There were a number of key considerations behind the merger. Since at BBG and Vogels were parting company we had to find a suitable alternative bracket brand for our retailers. Also two of my key board members were moving on for different personal reasons. Finally, by being part of a larger group I felt we would be better equipped to deal with the competitive nature of the UK market in the coming years…”

IER: What has BBG gained as a result of this move?

GD: “I am now on the main US board therefore we have significant say in the products we require in the UK and Europe. Also, since we design, manufacture and test over 99% of our Peerless branded products in house, I believe we will be able to get our product to market quicker than the competition.”

IER: How has Peerless benefited from taking BBG on board?

GD: “Peerless sold over 1.73 million mounts in the US last year. Clearly the addition of BBG’s business will increase that significantly and gives them a fantastic view into the European market, which is tough to do via third parties.”

IER: How are BBG’s market strategy and customer focus going to change as a result of the merger?

GD: “We hope to further improve in this area and one of the first things we have done is to employ a dedicated training manager who will be on the road full time from September training our retailers and their staff. I do not know of another accessory company that has invested in this type of commitment full time.

 “A major part of BBG’s business is in the independent sector and as such, we really appreciate the loyalty we have received. We believe that over 90% of our bracket customers have swapped over to Peerless since our launch and I feel this shows what a great relationship we have with our retailers and we truly appreciate their commitment.”

IER: Is your role going to change as a result of the merger?

GD: “The main part of my role is unchanged; the volume of work has certainly increased as have my air miles… I am always up for the challenge and have a great team around me including Dave Mills (formerly with Bandridge for 15 plus years), Phil Wynd (ex Pana 20 years), Paul Dawes (previously sales & marketing director at Alphason) and Jim Edwards (previously at Philex and Path). With all these guys and my brother Keith, who has been with us for the past few years, we have a wealth of experience in house and so that really helps me share some of my workload.”

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