Over the past few months, the Guardsman team has celebrated significant achievements in securing new partnerships and strengthening existing relationships, demonstrating the company’s position as a leader in the furniture care industry.
Zeyn Kassam, Guardsman’s Commercial Director, comments: “These new partnerships underscore the commitment and dedication of the entire team. We have reestablished a valued relationship with Swyft Upholstery, who returned to us after a period with a competitor”. Zeyn added that “Swyft’s return is a testament to our exceptional team, policies, and practices that enable success for our partners while maintaining the highest standards of compliance”.
According to the team, Swyft was particularly impressed by their ability to outperform competitors, recognising their partnership approach, hard work and dedication to providing quality service, which has strengthened the trust leading brands place in Guardsman’s expertise.
The team also explain how in recent months, several other retailers have transitioned to Guardsman, drawn by the company’s professional and collaborative approach, as well as its commitment to guiding partners through the complex requirements of the Financial Conduct Authority (FCA).
“Guardsman’s support for its retail partners is ongoing, extending far beyond the initial contract signing. We are dedicated to providing continuous guidance and resources to ensure each partnership is successful and compliant with the latest regulatory standards,” comments Richard Oloyede, Head of Sales and Key Partnerships.
Richard emphasised that retailers are increasingly recognising Guardsman’s market-leading position and commitment to excellence, and noted that many are returning to Guardsman, appreciating the company’s unwavering dedication to compliance and its award-winning service. “Guardsman is committed to maintaining high compliance standards and staying agile within an ever-evolving regulatory landscape.”
As online retail grows, Guardsman is equally prepared to support digital-first partners, offering proven online support to meet their unique needs. The Marketing team plays a crucial role in this process, helping retail partners fully understand the requirements necessary to protect and grow their brands.
By collaborating closely with partners before launch, Guardsman ensures a smooth onboarding experience, fostering confidence and understanding of compliance needs and best practices which continues beyond the initial launch.
Internationally, Guardsman’s growth and innovation efforts are also thriving. Paul Jennings, Head of Sales and Development for the UK and Europe, has recently spent time in Italy, strengthening retail partnerships and developing new product offerings. Guardsman’s long-term partnership with Fenice Care System S.p.A has been pivotal in enabling the creation of new product ranges that align with the latest trends in furniture fabrics.
“Fenice are a global leader in specialised furniture care solutions who we have collaborated with for over 20 years and with new materials emerging in the market, we have worked in collaboration with the team in Italy to develop products adaptable to the latest upholstery fabrics,” Paul said, while also sharing that they are in the final stages of testing an innovative product expected to make a significant difference in the care and maintenance of both leather and fabric upholstery. “Once finalised, this new product will be introduced to retail partners, marking an exciting advancement in Guardsman’s product lineup.”
This year has seen structural changes within Guardsman’s Sales team, which are now proving fruitful. The team’s efforts have contributed to the trust and confidence shown by retailers who are either returning to Guardsman or committing to long-term contracts.
Zeyn concludes: “These recent successes reflect the effectiveness of Guardsman’s strategies and the dedication of its people, underscoring the company’s mission to lead the industry through integrity, innovation, and a commitment to partner success.
“Overall, 2024 has been an incredibly busy year for the team, from internal promotions recognising the value in the staff in the team to bringing in new, expert people to help grow the business and make it successful; and not forgetting an office move to new and modern premises!
“We would like to wish the Big Furniture Group readers a Merry Christmas and prosperous 2025; we look forward to sharing our journey and working with you.”
