Celebrating Concept Products’ 40th Anniversary — An Interview with Founder, Simon Dunevein
What inspired you to start this business?
My inspiration to start Concept was to give myself the freedom to achieve my goals. I was working self-employed, but the role didn’t allow the autonomy I wanted. As my sales grew, my employer questioned my earnings and reduced my commission without reason. That pushed me to research how to start my own business and take control of my future.
What was the very first step you took to bring your vision to life?
I began by researching chemical companies and paper suppliers to build an initial product range. I found a small warehouse in Yeovil and looked into delivery vehicles to support distribution.
What challenges did you face starting the business?
My biggest challenge was that I'd never started a business before. I had to work out how all the pieces fit together — from operations to finances — to build something that could become profitable.
What’s the story behind the name “Concept”?
This was the fun part! I went through many ideas, but everything stemmed from an initial concept. With “Concept” meaning idea, it felt perfectly natural — and it stuck.
What were the biggest challenges you faced in the early days?
Time — or specifically, not having enough of it. I was selling, packing, loading, and delivering. There simply weren’t enough hours in the day.
How did you overcome those challenges?
I realised quickly that help was needed. My wife Joce was already managing the phone and accounts while looking after our children, so we hired an Accounts colleague and a Warehouse Operative. This gave me the time to focus on sales and growing the business. Things began to grow rapidly, helped by understanding what customers value most — trust, reliability, fair pricing, and quality products.
Can you describe a turning point or breakthrough moment in Concept’s journey?
A major turning point was expanding into a larger warehouse, which enabled us to support our growth plans and take on more opportunities.
How have you seen the business evolve since the early days?
There’s been huge change. One big shift was moving from cleaning chemicals and paper supplies into PPE and workwear. Another unexpected development was becoming a major supplier to over 300 festivals and events — including Glastonbury, Reading & Leeds — as well as arena tours like the Rolling Stones, Taylor Swift, and Ed Sheeran.
Can you share a story about a time the business experienced unexpected success?
One major success was winning regular business from Sunseeker Boats in Poole. Their large weekly orders grew our revenue significantly and expanded our range into boat-building supplies.
What do you consider the most innovative thing Concept has done?
Our speed of decision-making. Festivals especially demand fast responses — sometimes within hours. Our ability to move quickly has been key to our success in that sector.
How has your team or company culture contributed to the business’s growth?
This is a big leap to the last four years, when Ben took over as Managing Director. He introduced structured leadership, regular management meetings, staff engagement, and in-house training — all areas where I’ll admit I wasn’t as strong. The culture has matured significantly under his leadership.
What personal values or experiences have shaped the business?
Honesty and openness. We’ve always communicated clearly with customers and staff, and that’s been central to who we are.
What are you most proud of in your journey as a founder?
That we’ve stood tall through recessions, financial crises, heavy competition, and huge change — yet we’re still here, stronger than ever.
Which partnerships or collaborations have played a key role in your success?
Two stand out. First, a partnership with a colleague from Merlin Chemicals early on — buying his stock helped both businesses grow. Second, our ongoing collaboration with Eurosafe, a buying group of 19 companies. Their collective strength allows us to compete with major industry players.
How was the process of handing the reins to your son, Ben?
It was a challenging time. Ben had gone through a difficult period but came out the other side a stronger, transformed person. It took me two years to fully accept the changes and modernisation he introduced, but looking back, it was absolutely the right step.
For me, it felt like a changing of the guard. I’d done my part — and it was time.
How do you want the business to be remembered in the long term?
As an honest, supportive, caring company. From the first day we opened the warehouse to today, we’ve stayed true to who we are.
What excites you about the future of the business?
I talk to Ben every day about the business — new customers, challenges, wins, and losses. The festival and events side of the company especially excites me. Supplying over 350 festivals is something I could never have imagined when we began.
