These disruptions were forced upon us , whether we wanted them or not , but some changes are positive , and catalysts for good .

Disrupting the status quo , they enable a reset for reflection , and uncover differences that can lead to progress , competitive advantages , and ways to be more successful .

Emerging from the chaos of the last few years , many of us have the time to refocus on our businesses . It will be business as usual for many , but others will reweigh the balance of benefits with suppliers , reassessing who they ’ re working with , or even for and move on . ‘ Cui Bono ’ - who benefits ? - investigators and trial lawyers ask . Are they working with business partners or just involved in a series of transactions ?

When you think about it , we ’ re all the product of our history , our DNA and our relationships , and Freefoam ’ s history , DNA and relationships undoubtedly shaped us .

OUR HISTORY , DNA AND RELATIONSHIPS

Many years ago Freefoam entered a market where there was a long-established leading brand , a couple of challengers , and a pack of other brands .

To survive and grow and get to where we are now , we had to try harder . It was that simple . We had to be more innovative to give customers a competitive edge in products and service and try harder with a different take on relationships with customers .

We recognised early on that most stockists did business with their hearts as much as with their heads , both personally and professionally . We decided to become true partners with customers forming close , often personal relationships with them rather than the colder , arms-length , transactional relationships most other companies offer .

In trying to grow we fought alongside customers to win new business , adopting a mindset that if it ’ s important for our customers , then it ’ s important to us , knowing that if they grow , we grow .

Helping customers grow is in our DNA , and it ’ s how we ’ ve grown . People often say those words glibly . But it is a fundamentally different approach . In transactional sales , once the product is delivered or collected you are on your own . With Freefoam it ’ s just the first stage of the sale .

We ’ ve don ’ t dictate to customers . We ’ re happy if they prefer to go it alone , but most welcome the assurance that we ’ re backing them with the tools to sell – guarantees that give confidence , colours that provide choice , products that perform .

We often follow through alongside customers on a project , and when selling to housebuilders we go into bat alongside both stockist and their installer customer .

It was successful for Freefoam and our customers , so it became part of how we do business , in the UK , Ireland , France , Germany , and the Netherlands .

The language changes , and the products are tuned to local markets , but in every market , people prefer being partners over transactional relationships . One consequence of partnering is we don ’ t step over the boundaries . Without disrespecting stockist customers , we can ’ t set up as stockists ourselves and compete with them . And we won ’ t do that . Being a stockist is their job . Our job is to ensure they do well . So we try harder , so they grow and make money , so we do too . Working with partners is incredibly powerful and it boosts your chance of success . But you can ’ t partner and compete with partners at the same time . It doesn ’ t work .

Partnering enabled us to see off the pack of other small competitors and grow to become a serious challenger brand in several markets across Europe . So , we don ’ t intend to change that winning way .

We are what we do , and at

Freefoam we see ourselves

as partners , not transactional

suppliers . To experience the

difference partnering makes ,

call 0800 002 9903 or visit

www . freefoam . com