INDUSTRY
S T R AT E G Y I N T E R V I E W
Navigating Navigating changing aa changing landscape landscape Raj Advani may have stepped down from his role as managing director of Exertis, but he is still very much involved in the business and the sector – and has some forthright views on its future
W
hen Raj Advani moved to Portugal,
CHANGING INDUSTRY
in 2019, he took the decision to step
Of course, COVID-19 has changed things for everyone
down as managing director of Exertis
in the sector over the past year. “One of the big shifts
Supplies, a position he’d held since
we have seen is more people working from home, and
2011 when the company bought out
a lot more of our deliveries are smaller because they’re
Advent Data, which he had founded back in 1990. “I thought the division needed an MD that was there more than my new lifestyle would allow so I became the commercial director and passed on the
going to a homeworker,” says Raj. “So, we are seeing a trend for smaller orders, and a lot more ink cartridges rather than toner cartridges on the EOS side.” Another big shift has been the type of products
MD reigns to Andrew Beaumont, who knows the
customers are purchasing. “We are also seeing a
business very well,” he says. “I have the best of both
greater demand for branded products - I think because
worlds; I have a more relaxed lifestyle, but I am still
the employee is making the decision about what to
very much involved in the business I love and am very
buy. They buy the nice, fancy Rexel stapler rather than
passionate about.”
the cheap, unbranded version because it will go on
It is a business that had to deal with an
their home office desk. In the office they are happy to
unprecedented year in 2020, but it has come through
buy the cheap alternative, but at home they want the
it strongly. “Speaking for Exertis, it is comforting for
best.”
our employees, customers and suppliers to know that
Alongside this, data is becoming increasingly
we are financially secure and have good stock holdings
important in the industry. “Over the past five years we
and distribution network,” he says.
have spent a lot of time, effort and money improving
[12] FEBRUARY 2021
www.dealersupport.co.uk
