The group has identified a potential £12bn market for what it described as "through the line" services including creative, digital, in-store, point-of-sale, logistics and delivery.
It has reorganised into four business areas under the Bezier brand, including a new managed services division to formalise third-party sourcing and provide better flexibility across the peaks and troughs of the retail year.
However, its Thurrock screen and digital manufacturing site is likely to be a casualty of the move towards what chairman David Mitchell said was a "balanced manufacturing" strategy, and the group entered into a 90-day consultation with the 125 employees there just before Christmas.
Changes at the top of the business mean Trevor O’Reilly, one of the management buy-in team alongside Mitchell in November 2009, becomes chief executive. Richard Barfield joins as chief financial officer, and John Woods, formerly at permanent display specialist Diam, becomes chief operating officer.
Barfield said the group was on course for 13% growth in sales to circa £103m in its current financial year, and it is close to completing a refinance with its current bankers. "They like the new management team and strategy, and the growth we are achieving," he said.
Recent innovations include a Bezier iPad application that allows clients to enter job details directly into the Bezier system and a virtual reality studio at its Soho offices in London, mirroring the existing facility in Wakefield.
This allows clients to see how new campaigns and store dressing and layout options will look in a walk-through view, resulting in faster and more cost-effective decision making.
Mitchell said: "We are on a transformational journey and there’s still a way to go, but I’m happy with the progress we’re making and with the team and our clients."
BEZIER REINVENTION
Nov 2009 MBI, led by David Mitchell
Dec 2010 Reorganises under Point-of-Sale, Permanent, Creative Services and Managed Services divisions. Announces plans to close Thurrock site and £6m new contract wins
Jan 2011 Trevor O’Reilly becomes CEO, group targets new retail opportunities
Bezier undergoes revamp as it eyes '12bn' retail opportunity
Bezier is revamping its board and its offering as it aims to leverage its expertise and capture a bigger slice of the retail marketing pie.
