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Leeda set for ‘radical shake-up’

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Dominic Langan: ‘Leeda not broken. It has some great products’.

UK fishing tackle distributor Leeda is set for a ‘radical shake-up’ following its relocation to the headquarters of its sister company.

Dominic Langan, CEO of Madison, the UK’s leading distributor of bicycle parts and the sister company of Leeda, said that the company’s move from its base in Redditch to Milton Keynes will enable it to fulfill its potential.

In an exclusive interview with Angling International, Langan added that following the relocation, which will be completed on November 3rd, all three Leeda brands – MAP, Wychwood and Leeda, will undergo a complete strategic review and product development plan.

He said: “Leeda is not broken. It has some great products, but from a group perspective it is not fulfilling its potential. The owner of Leeda and Madison approached me to get involved and wanted to use the experience of the Madison management team to bring in a fresh way of thinking.”

Langan said that one of the first tasks it faces is changing how Leeda takes its products to the market. He explained: “Leeda and Madison have similar market challenges. They both deal with independent specialist retail businesses. Madison knows how to deal effectively with these businesses and we have enjoyed a lot of success with them. First and foremost, Leeda has three strong own brands and we want to ensure that they are properly positioned for the future growth aspirations and taken to market in a more professional way.”

Langan, who was Director of Operations at Leeda 15 years ago, says that of the 26 employees based in Redditch, 11 – mostly brands and marketing staff – have moved to Milton Keynes. “I have to say that I have found those who have made the switch to be very motivated by the opportunity and the investment that will be going into their brands. They have been in the doldrums of late.

“Leeda will still continue to be run as a separate company, but will benefit from the use of pooled resources which they could not afford before.”

Following the move to its new Milton Keynes base, Leeda is looking to add to its team and in this issue of Communiqué Online is advertising for a new Brand Manager and a telesales person.


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