Genuine Solutions: Life in the fast lane

Genuine Solutions: Life in the fast lane
After five years in the industry, Genuine Solutions is starting to make its mark through new ventures, expansion and a number of awards.

The Chessington based distributor was listed in the Sunday Times Fast Track 100 for consistent growth and recorded a revenue surge of 153% last year. More recently, in May, the company received further recognition in the South London Business Awards.

After being ranked in 11th place on the Fast Track 100, Genuine Solutions has sought to expand its operations to sustain growth. Commercial director Christian McBride says: ‘We have worked hard enabling our growth and are proud to be recognised on a national level. As a company, we strongly believe that our growth is a direct reflection of the hard work the whole team has put in.’

Genuine Solutions is one of a new breed of distributors that continues to add to its portfolio of products and services.

The company started as an accessories distributor and since then has gone into new and developing areas of the industry, including a recycling division, Recyclewise.

Recyclewise is a charity led division of the company working with the Duke of Edinburgh Award and HM Prison Service to recycle a range of devices including mobile phones, PDAs and accessories.

By recycling, reusing and refurbishing old and damaged equipment from companies such as Carphone Warehouse, 3 and Sony Ericsson, the distributor is identifying new areas of revenue and making a commitment.

Genuine Solutions MD, Bav Majithia, says: ‘What we have achieved is fantastic for us, but this is not where it stops.’

The company is looking at 40% growth this year and to aid this growth it has taken on another logistics operation – ‘an expansion that increases both our head count and square footage’, says Majithia. ‘It is a very exciting time for us.’

Genuine Solutions is planning to increase the number of countries it operates in as well as its product lines in an aggressive strategy to sustain growth.

Within the last year, the company has expanded its international operations into Germany, Lithuania, Russia and Poland. It now serves over 800 customers in more than 24 countries around the world.

But international expansion is not the sole priority for Genuine Solutions. It has now opened a northern office in East Kilbride to manage business in Scotland and the North.

McBride explains: ‘We’ve always had a large number of customers from Scotland and the North of England. Typically we’ve managed them from Surrey, and relied on technology and travelling, which works to a point.

However, now we find ourselves in a situation whereby the customer base has grown to an extent that we need to be closer to manage these relationships and provide the levels of service we pride ourselves upon.

‘Now we have grown to the point where we need to segregate the UK into northern and southern regions in order to move forwards with our strategy of being closer to our customers and understanding the regional market requirements. The only way to provide effective, economical solutions is to immerse ourselves in their market place.’

New recruits

The new Scottish office will be managed day to day by James McCormack, who has been recruited from S3i Interactive as business development manager.

McCormack says: ‘It’s fantastic to be heading up a division that specifically focuses on this territory as its one that many distributors are removed from purely by location. This gives us the chance to build stronger relationships with our customers, understand the market and provide exceptional service levels tailored to their requirements.’

McCormack is just one of a number of new recruits across Genuine Solutions’ group of companies.

Two new business development managers have been recruited to generate new accounts, look at new product lines and increase business across the board. Daniel Bramford has joined the company from Data Select’s accessories division while Najm Khan left The Accessory People to take up his role.

McBride says: ‘Genuine Solutions is growing rapidly year on year, and we need to continue this growth by employing solid people who can maintain, increase and more importantly steer it in the right direction.

‘When we are focusing on our service levels it can be hard to find the time to look into new areas, or develop structured methods of increasing business. This is where Najm and Daniel come in.’
Written by Mobile Today
Mobile Today


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