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To recognise Concept Product’s 40th Anniversary, we interviewed the founder, Simon Dunevein..
Friday February 7, 2025
What inspired you to start this business?
My inspiration to start up Concept was to give me the freedom to achieve my goals. I was in a job on a self-employed basis however this did not allow me the freedom I craved. As my sales grew, they questioned my salary and reduced some commission rates for no reason. With no foundation to do this, I researched ways of starting my own business.
What was the very first step you took to bring your vision to life?
I researched chemical companies and paper suppliers as the basis for my range. I sourced a small warehouse in Yeovil and investigated delivery vehicles.
What challenges did you face starting the business?
My main challenge was that I hadn’t started a business before so I had to work out how to put the puzzle pieces into place to realise this could be a business with a potential to make a profit.
What’s the story behind the name of your business?
This was the fun part! There were many options however it all came from an idea, and with ‘Concept’ meaning idea, it felt a natural choice, so Concept it was.
What were the biggest challenges you faced in the early days?
The biggest challenge in starting the business was time, or lack of it! My part was selling, packing, loading and delivering, so there were not enough hours in the day.
How did you overcome those challenges?
I quickly realised I needed help and support. My wife Joce was handling the phone and the accounts as well as looking after our children, so we took on an Accounts colleague who shared responsibilities in the office. We also employed a Warehouse Operative who took on the packing and deliveries so that I could focus my time on sales and expanding the business. The business grew at a rapid pace, and I was fortunate to have the ability to understand what companies require from a supplier, such as trust, on time deliveries, good prices and quality products.
Can you describe a turning point or breakthrough moment in Concept’s journey?
A point I think notched us up was an expansion to a new, larger warehouse to accommodate the growth plans.
How have you seen the business evolve since you start the business?
Wow, good question! I think the pivot we took from cleaning chemicals and paper supplies into focusing more on PPE and workwear was a big step forward. Obviously, something I never expected to happen was the fact that we now supply over 300 festival & events including the biggest festivals in the UK like Glastonbury, Reading and Leeds. We have also supplied some of the biggest Arena tours like Rolling Stones, Taylor Swift and Ed Sheeran.
Can you share a story about a time the business experienced unexpected success?
A major success was finding larger companies who stretched our product range. One was Sunseeker Boats in Poole. We had a large weekly order from them which saw our sales grow and took us to the bigger league. This expanded our range into boat building products.
What do you consider the most innovative thing Concept has done?
I think the speed at which we can make decisions is key to our ability to customers needs. I think it is why we are so successful with festivals. Their needs are always time based, and we have can respond in that time frame. This can be in hours rather than days.
How has your team or company culture contributed to the growth of the business?
This question is a huge jump forward to the last 4 years where the reins of the company were taken over by my son, Ben, the current Managing Director. He has introduced management meetings, staff awareness, in house training and a leadership which, I’m afraid, was not one of my better qualities or strengths.
What personal values or experiences have shaped the business?
We maintain an honest and open discussion with our customers and staff which in turn, has allowed us to be proud of our convictions.
What are you most proud of in your journey as a founder?
Over the course of the years, through many difficult times such as recessions, bank threats due to national financial problems and increased competition, we have stood tall and maintained our path to where we are today.
What partnerships or collaborations have played a key role in your success?
Two major partnerships have played a key role in the company’s success. The first was a partnership with a fellow from my previous company we set up, Merlin Chemicals. Concept purchased all the stock from him, allowing him to have turnover and time to grow the company.
The second I would say would be the collaboration we currently have with Eurosafe. Eurosafe are a buying group of 19 companies who use their combined purchasing to ensure market leading pricing. This has allowed us to stand against the major companies in our industry with the benefits of providing competitive ranges and pricing structures.
You stood down as MD a few years ago and the reins were passed to your son, Ben, how was that process for you?
This was a testing time for me. Ben had gone through a bad period himself, and with amazing fortitude, came out a massively changed person. It took me 2 years to take on board the changes, modernisation and systems he has worked so hard to introduce.
For me it was the changing of the guard, I’d done my bit and had to stand down, I couldn’t shoot from the hip anymore. I slowly backed down and accepted that time moves on. Looking back now, it was a great step that I had to accept.
How do you want the business to be remembered or perceived in the long term?
I always want the company to be seen as an honest, supportive, caring company. From the first day of turning the keys in our warehouse, through successes and growth, we are still here.
What excites you about the future of the business?
Every day I talk to Ben regarding the daily actions. The excitement of new customers, the fear of COVID and how we adapted, the loss and gain of contracts and how we learn and grow from both our successes and failures.
The growth of my now favourite part of the business, supplying over 350 festivals and events excites me greatly. This is another changing part of good old Concept. We won’t let you down.
