Founded in 1976, Ultratape (Bruce Douglas Marketing) is a family-run business which lays claim to being the largest adhesive tape supplier in the UK. Its broad portfolio can be found in a range of outlets from small arts & craft stores through to DIY multiples, whilst in the building materials sector, its numerous solutions for builders, decorators, plasterers, plumbers and electricians are distributed via national and independent merchants alike.
A member of organisations such as BMF and NMBS, the supplier holds substantial stock levels in its 120,000 sq. ft warehouse in Dundee to service merchant requirements nationwide, whilst further support is offered by an expanded field sales team and a host of marketing and POS materials.
Here, PBM speaks with Ultratape’s Commercial Manager, Craig Laing:
Q: How did you get into the building materials sector and to your current position
A: I’d spent 16 years in Education including middle management, but with no desire to go further and in need of a new challenge. I’d done a lot of DIY & house developments, including sizeable extensions, so I had a good understanding of the phases of construction and quite simply thought “Why not?”
I started at Ultratape in October 2014 as an Area Sales Manager. For those of us coming from outside of a supply industry, we take for granted goods on shelves — I worked hard to understand the routes to market, the intricacies of the supply chain and the construction industry more generally.
It’s safe to say I still have a lot to learn!
Q: How do you feel the industry has changed in recent years?
A: Change is one of the constants in life, with construction and the materials supply sector continually evolving with new technologies, products and also becoming more ‘retail’ orientated. And of course, Covid meant the supply chain had to go through rapid and significant change, which we all benefit from today.
Supply companies are now much more flexible in the way they work, and are continually making life easier for the merchant to do business. In turn, merchants are making life easier for their customers and have streamlined the way products reach the market including Click & Collect, two-hour order guarantees and more.
“We are optimistic as we traditionally do well in hard times due to our stock holding and ability to ride out the short-term price increases others suffer from.”
The implementation of technology where companies are using automated picking technology once belonged only to Amazon and was a dream for the rest of us — but it’s now a reality in our industry.
Q: What are the current challenges facing your company?
A: The general slowdown in the construction and RMI markets means competition is becoming price sensitive whilst global issues and a forthcoming general election add to the economic uncertainty.
However, we are optimistic as we traditionally do well in hard times due to our stock holding and ability to ride out the short-term price increases others suffer from. The last few years have given us all an experience that makes us more resilient and stronger than ever.
Q: And what do you see as the key issues facing the merchant sector?
A: The synergy between the supplier and merchant is very similar. Merchants need to purchase efficiently, consolidate suppliers and costs whilst working hard to develop their core business. Merchants are working harder than ever to deliver quality products at an affordable and profitable cost.
Q: Which individual has influenced you most in your career?
A: Sage advice has come to me from various people in my past and present career. I know it sounds clichéd, but it’s true — I am incredibly grateful for having met and worked with some amazing people and I’ll never be able to thank them enough.
The people within Ultratape are fabulous and work incredibly hard to deliver to our merchant customers. And I truly believe we work in the very best of industries because of the collective of amazing people. For example, I met someone at the NMBS show who spoke to our youngest salesperson who, although ‘green,’ was passionate about our industry, with that same seasoned vet spending quite a lot of time with him to aid his development.
Q: What has been your biggest challenge so far?
A: I started running the sales for our company when our Sales Director retired. Unfortunately, this also coincided with some of our very experienced sales team also retiring, so a new team was had. We have invested significantly in our staff with two thirds of them being new to us in the last two years.
I wholeheartedly believe in the value of people and “paying it forward” and helping them to achieve has been an utter pleasure. It has meant a lot of extra hours, but worth every second.
“The synergy between the supplier and merchant is very similar. Merchants are working harder than ever to deliver quality products at an affordable and profitable cost.”
Q: And what has been the highlight of your career to date?
A: There have been a number of highlights, including joining and then leading our sales team, but seeing the Ultratape team grow in the last two years has given me the greatest pleasure by far. We have some exciting plans and seeing our team develop and implement them is a highlight yet to come.
Q: And finally, where do you see yourself in five years’ time?
A: I love working in our industry and at Ultratape, so my career future is here. I’ve worked hard to get to my current position and am relishing the challenge of both leading and listening to progressive change for our future.
Like all businesses, we have plans to grow our range and market share, adapt new marketing strategies and make changes within our infrastructure to help our merchant customers develop their sales and I look forward to seeing it happen.
Who knows, maybe I’ll get a holiday too!
For more information on Ultratape’s product range and its support services for merchants, use the shortcode www.rdr.link/mbe008
Main image: The Ultratape team at this year’s NMBS Exhibition. Craig Laing (inset) is also pictured second from the left.
