The founders of UK vape distributors Phoenix 2 Retail have appointed one of the leading figures in the country’s grocery sector as the firm’s CEO to help drive its shareholders’ vision of the future.
Chris Kelly, who founded the firm with his wife, Rachael, six years ago, has stepped aside from the Hartlepool-based firm’s top job and brought in Steve Mosey to support and lead the management team.
Phoenix 2 Retail has enjoyed a meteoric rise under Chris’s leadership, growing from a small office start-up into a business that now employs 80 people across three sites and generates a turnover of £200m.
The company first made its name by spotting a gap in the market for a supplier that could bring independent vape brands to major retailers, putting them directly into the hands of supermarket and convenience store customers.
Today, it supplies more than 50 million vapes each year to household names including Booker, Morrisons and One Stop, and has pioneered a range of initiatives covering compliance, product testing, recycling, and new retail solutions.
Chris said: “I’m very proud of everything we have achieved at Phoenix 2 Retail, which has become a leading player in the industry, not just in product supply, but also through industry-leading projects such as national fixture partnerships, testing programmes and other innovations.
“I am hugely grateful to our hard-working team and everyone who has helped me come so far and helped us achieve our core mission: supporting millions of cigarette smokers to switch to safer alternatives and live healthier lives.
“My vision for the business has always been to build the best team and we have been doing that over the years.
“I, along with the shareholder group, are thrilled to have appointed Steve as CEO. He brings the perfect blend of experience, expertise and retailer-first mindset to bring a fresh perspective and new ideas and will allow the business to build within our retailer-focused sector.”
Chris will now take the title of founder and will work alongside Steve, focussing on brand partnerships, customer engagement, category development and management support, while also introducing new technology into the sector.
Steve is well known in UK retail circles, with a proven track record in grocery, FMCG and retail. He has held senior positions at Asda, Morrisons, Heineken, Scottish & Newcastle and Sara Lee.
He has successfully led multi-billion-pound categories, overseen major commercial transformations, and delivered consistent growth in sales, margin and market share.
Steve is the latest in a growing list of high-profile operators to join Phoenix 2 Retail, strengthening its ambition to recruit the best talent and underlining its commitment to delivering the highest level of service to its customers.
He said: “Everybody in the retail world has watched in admiration as Chris has built his company from a small enterprise into a hugely successful and influential operator in what is still a relatively new sector.
“Its strategy has always been about partnership and collaboration, putting customers and partners at the heart of every decision.
“My role as CEO will be to ensure that continues, while shaping a clear vision for the future – one that focuses on customer commitments, strategy development and flawless execution.”
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