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

  • Greg Phillips CEO Dee Set

    Greg Phillips

    Chief Executive Officer

    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.

  • Ian Andrews Chairman Dee Set

    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.

  • Rob Slaski Chief Operating Officer Dee Set

    Rob Slaski

    Chief Operating Officer

    Rob is our newest recruit having joined the Dee Set Executive Board in Oct 2018 as Chief Operating Officer. During an impressively broad retail career spanning over three decades with Asda/Walmart, Rob has lead successful teams in buying, marketing, logistics and merchandising and of course started his career running shops! (When asked to choose a favourite role over that time "Whisky Buyer" is at the top of the list!)

    At home the Slaski's are a busy family of five which is why Rob claims to have had "zero time to exercise" until he reached his mid forties. He's now making up for lost time by being a keen runner and ski fanatic!

  • Richard Fine Sales & Marketing Director Dee Set

    Richard Fine

    Sales & Marketing Director

    Richard joined Dee Set in January 2016 & has recently been appointed to the Executive Board as Sales & Marketing Director. Richard's background is in FMCG brands, having spent most of his career working in confectionery for both Cadbury & Thorntons, where he held various Commercial & Customer Marketing positions.

    In his spare time, Richard enjoys running, mountain biking, squash & watching live music (in an attempt to re-live his youth)!

  • Tariq Mahmood

    Chief Financial Officer

    Tariq joined the team in July 2019 as our Chief Financial Officer. Tariq has over 24 years of business and corporate experience within the national and international private sector, ranging from SME's to multinational organisations. As a chartered certified accountant Tariq has worked and managed businesses with turnover ranging from £8M to £350M within different industry sectors. He is passionate about driving performance improvement across diverse geographical regions and cultures. Tariq enjoys playing squash at his local squash club which allows him to pursue his competitive side. He also enjoys spending quality time with his wife and four children.

  • David Pugh

    Chief Information Officer

    David joined the Dee Set team in August 2019 as our first ever Chief Information Officer having previously worked in Transport for the multi-billion pound company, Stagecoach Group. David’s most recent role at Stagecoach was as their Chief Technical Officer for the UK and North American divisions, responsible for their global technology strategy focusing heavily on business technology and modernisation.
    In his spare time David is an avid golfer, however if you can’t find him on the Green you will find him fueling his passion for travel and exploring a new city - his favorite destination to date is Russia!

Let's Talk!

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