STV, the award-winning supplier of pest control products for home use, marks the start of its 25th year of business with the expansion of its commercial team and appointment of new senior managers with a plan for growth.

In spite of tough trading conditions, STV grew by nearly 20% in 2017, and the company expects branded sales of its products to exceed 10 million units in 2018, generating over £40 million of revenue at retail, mainly in the hardware, garden, and housewares markets.

It’s also the end of a successful first year for managing director Claire McDermid, and she is now strengthening her sales and management team with a plan to drive consistent double-digit growth.

“In the past year all the focus was on developing the support team and upgrading facilities at the company’s mid-Norfolk site,” said Claire. “A total of 16 new and replacement staff were recruited, with the emphasis on demand-planning and buying, as well as new product development, quality control, and compliance.”  Site facilities at STV were also upgraded in 2017, including a near doubling of its office space and an IT overhaul, so bringing the entire commercial team under one roof with an upgraded ERP.

The company received a further significant boost this Autumn with the positive trade response to its pro-active management of challenges brought on by regulatory changes to rodent bait formulations.  And there was an exceptionally strong demand for the new product development launched by STV at GAFA and GLEE this September.  “In effect, we’re now managing the complete pest control category, with the aim of driving profitable sales growth for ourselves and our customers, whether they be independent or multiple retailers,” said Claire. 

Achieving this requires considerable focus and resource, Claire said, adding that the requirement these days is for technical know-how as well as for traditional sales and marketing skills.  With that in mind, STV has promoted Ed Deane to commercial director, with overall responsibility for developing STV’s trade marketing and maintaining an active NPD pipeline, as well ensuring that its sales team is fully supported in the field.

Dennis Embleton joins STV as sales director and will work closely with the commercial team to seek out and develop new areas for growth in and around the pest control category.  With a background in housewares and home consumables, including a 15-year stint as managing director of a leading housewares supplier, Dennis brings leadership skills and a wealth of UK and international sales experience to the team, and plans to make it his mission to keep the business customer-focused at all times.  

And Tiffany Proctor joins STV as national account manager and will work exclusively in non-food retail channels, aiming to maintain and develop STV’s lead position in the pest control category.  After barely a month, and with one national and one international trade show, and several key account meetings under her belt already, Tiffany says she is very excited to join STV and to discover the true passion for product and sales that exists within the company.