Dee Set About Us

Who we arewe support retailers and brands to make their Retail Happen!

What are we about

Established in 2001, Dee Set support Retailers and Brands to drive growth, market share and ROI, ultimately to achieve excellence at the point of purchase. We work collaboratively with our clients to deliver retailer support strategies with the aim of improving distribution channels, cost efficiency strategies, availability, visibility and compliance to drive retail sales.

In the ever changing and fast-paced retail industry, it has never been more important to adapt our approach. Our aim is not only to drive sales, but to also maximise efficiencies within your retail process or strategy, with the overall objective of improving the shopper experience.

Some Key Facts

  • EST. 2001 Experience you can rely on

  • 3500+ Colleagues 'Making Retail Happen'

  • £125M Turnover and growing!

  • 40,000+ Retail hours per week

  • 250,000+ Picks per week in our warehouse

  • 60,000+ Boxes delivered to retailers per week

Our vision

  • We drive results each and every time

    Specialising in the real time analysis of retailer data, we create bespoke activities and campaigns using intelligent insight. We quickly mobilise our flexible nationwide field sales team to target store and SKU level issues and opportunities which maximise sales and ROI. We support our clients with anything from one day one-off activities, through to providing full time permanent sales teams.

  • We listen and provide creative solutions for retailers and brands

    We take the time to understand your requirements and build a solution that works for you. Our account teams will take responsibility for both the planning and implementation. We have experts in the business who have worked with key retailers and brands across multiple retail categories, providing effective and consistent results.

  • We develop our people to make retail happen

    Our people are the key to our success, we invest in our colleagues to make a difference whatever their role is within the business. We respect, inspire and constantly develop our colleagues to lead from the front. Engaged colleagues are commited to success and adding value during their working day.

  • We are unique and we want to keep it that way!

    We are confident that there are no direct competitors who can offer the same full end to end solution, as well as targeted expertise across specific retail services and disciplines. Our colleagues are proud of the diversity and robust selections of services we can offer retailers and brands. Any of our 3500+ colleagues will tell you about how they contribute to the Dee Set service offering, as well as every other service available.

Entrepreneurial Spirit

  • Etiqus Logo

    Etiqus is an e-tailing website that specifically sells golf-themed timepieces. The watches are created and styled to the highest quality in order to represent the grace and etiquette of the game. The Etiqus timepieces link to the pace of play on a golf course and acts to identify a select group of golfers. This is purely an online venture and is primarily driven by its founder, Gary Butler.

  • Trending Logo

    Trending is a new cosmetic store to hit the market. With a special focus on social media, the store follows current trends and popular styles to stay current and media-savvy. It is aimed at the 13-20 year old market and doubles as a social hub for those interested in beauty and cosmetics. With the option to have your makeup styled, eyebrows threaded or just browse our product range there is something for everyone at Trending.

  • Works With Water Logo

    Works with Water is a natural-based skincare company that specifically targets its demographic, of those with acne or looking for a clearer complexion. This has resulted in the web-based business being primarily popular in China where the penchant for clear, flawless skin is increasingly prominent. Works with Water also lists several other products in its portfolio to enhance skincare health and well-being. In the initial stages of this business, Dee Set were able to support with the PR, Social Media and Advertising side to drive popularity for the concept.

  • Rock Face Logo

    Rock Face is a men’s skincare and toiletries range that Dee Set has had a stake in for several years and is one of our longest running projects. Although we began with an initial foray into new areas of retail, the range is now successfully listed in several of the major retailers.

Meet The Leadership

  • Dee Set Chairman

    Ian Andrews


    From Dee Set's inception in 2000 to the current day, Ian has always had a clear vision of what Dee Set could become. Ian started the company with just three people around the table, and has since grown the business to one with over three thousand employees. He has been supported by a hand-picked and formidable senior team - some of whom have been by his side for most of Dee Set's journey so far. Prior to establishing Dee Set, Ian spent over 20 years in his career at ASDA, with him leaving as the Store Services Director in 1999.

    When taking time away from the business, Ian is an enthusiastic and competitive sportsman and can usually be found fishing, golfing or playing at the local tennis club where he was recently elected as chairman. He also enjoys spending time with his wife, two daughters and dog.

  • Dee Set Simon Machin

    Simon Machin

    Group Executive Director

    With over a decade of service to Dee Set, Simon has been delighted in seeing the Group diversify and enjoy substantive growth. Simon's earlier career saw him hold key financial and commercial roles for businesses involved in distribution and supply chain services though "nothing like Dee Set's depth of offering and clear desire to deliver genuine end-to-end solutions."

    Away from work Simon enjoys golf with his two sons. His goal... to maintain a handicap below that of his sons - though this is becoming more challenging and he may soon see an end to this status!

  • Dee Set CEO

    Greg Phillips


    Greg joined Dee Set in 2012 as our Morrisons Account Director having previously led a multi-site food retail business. He quickly progressed to Sales Director in 2014, leading all of our customer facing and field sales account teams across alll of our retailer and brand relationships. Greg was appointed as Chief Operating Officer early in 2016, ensuring ongoing customer excellence and driving Dee Set's expansion into a £200million business.

    As a long suffering Newcastle United fan, Greg enjoys football and boxing though has recently hung up his own boots and gloves for the more civilised pursuits of cycling and golf.

  • Carole Andrews

    People Development Director

    Carole has been with Dee Set since 2002 and represents the Human Resource function at Executive level through her role as People Development Director. As a Chartered Member of the Institute of Personnel Development and with her background in HR, Carole has particular interest in the training and advancement of senior management. Carole has worked in retail, adult education and voluntary sectors in the past, and, as such, is passionate about Dee Set’s Corporate Social Responsibility initiatives – in particular our work with The Prince’s Trust.

    In her spare time, Carole keeps busy with two book clubs, going to concerts, and voluntary work – in addition to spending time with her family and walking her cocker spaniel, the company mascot, Harry.

Let's Talk!

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