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COMPANY SHOWCASE NICOBOND

operation as a key differentiator. ‘Across projects from concept right through to Ultimately, he says, the goal is simple: ‘If
the wider group we have around 40 completion.’ we can get in front of flooring contractors,
technical area sales managers, which is The biggest challenge, according to explain who we are and what we stand for,
a huge commitment,’ he says. ‘Within the Richard, is simply getting through the then the rest tends to take care of itself. It
Nicobond and Ronacrete brands we’ve door. becomes about service, performance, and
now got around 15 dedicated specialists ‘I think the hardest part is making value – and that’s where we win.’
out there in the UK, speaking directly contact and successfully sitting down Why is Nicobond making this pitch now?
to flooring contractors, running product with new prospect flooring contractors,’ I ask Richard.
demos and offering hands-on support.’ he explains. ‘A lot of them will have heard Richard says the timing is no
That boots-on-the-ground approach of Nicobond, but they don’t necessarily coincidence, but rather the result
is complemented by a more traditional, know what we do. There’s sometimes an of several strategic developments
but still highly valued, marketing strategy. assumption that we’re just another “me
‘We’re very hot on producing high-quality too” brand, and that can make it difficult converging at once across the business.
literature,’ Richard explains. ‘There’s a to get that first conversation.’ ‘We’ve invested heavily in our
trend to move everything online, but He says that initial barrier is often manufacturing facility and we now have
our customers still tell us they want reinforced by time pressure and familiarity an increased level of production capability,’
something tangible. We’re about to within the market. ‘People are busy, he explains. ‘We’ve put significant capital
launch a new dual-branded flooring they’re comfortable with what they’re into new kit and equipment, which means
systems catalogue, bringing Nicobond and already using, and it becomes a case of we’re able to scale the business to the
Ronacrete together in one place.’ ‘I haven’t got time for another supplier next level. It’s really about enhanced
At the same time, the company is pitch’,’ Richard adds. manufacturing capacity.’
stepping up its digital presence. ‘We’re However, once that first meeting Alongside this operational expansion,
active across social media and looking to happens, the dynamic changes quickly. he says the Nicobond range has matured
engage more directly with the flooring ‘Genuinely, eight or nine times out of 10, significantly, with a broader suite of
community online, including industry once we’re in front of a flooring contractor flooring systems, repair solutions and
forums and groups,’ he says, noting that and we can explain who we are and what technical innovations now in place. ‘The
careful targeting remains important to we offer, we win the business,’ he says. product offer has never been stronger,’
maintain credibility. ‘The challenge isn’t the product or the Richard notes. ‘It’s developed into a much
Specification is another major focus. proposition – it’s access.’ more complete systems-based portfolio.’
‘We’re doing a lot more work with the Richard believes clarity and confidence The acquisition of Ronacrete, he adds,
A&D community, delivering CPDs and in the offer are key once that conversation has arrived at exactly the right time. ‘That
building relationships with architects and begins. ‘We can demonstrate technical
specifiers,’ Richard adds. ‘We’ve secured expertise, service capability and a really integration wasn’t accidental in terms
specifications with organisations like strong product range, all backed up by of timing – it aligns perfectly with our
His Majesty’s Prisons and UK Power efficient ordering and delivery systems,’ increased capacity,’ he says. ‘If it hadn’t,
Networks, and that side of the business is he says. ‘We also make a very direct point I might have had a difficult conversation
only getting stronger.’ – we can often save contractors money with the board. But as it stands, it’s
The acquisition of Ronacrete has further without compromising on quality.’ worked out extremely well.’
accelerated that momentum. ‘They’ve He’s careful to stress this isn’t about With manufacturing strength, product
always been very strong in specification undermining the market. ‘We’re not out development and acquisition all aligned,
and bringing that expertise into the there trying to devalue anything,’ Richard Richard believes the business is now in a
Nicobond side has made us a much more says. ‘But we’re being very strategic position to accelerate. ‘We can genuinely
complete offer,’ Richard says. ‘We’re now about how we position ourselves, and it is push forward and grow sales because we’ve
better positioned than ever to support working.’ got the capacity to support it,’ he says.
He also points to continued investment
in the sales organisation as a further
signal of intent. ‘We’ve actually grown
our sales team at a time when many in
the industry are reducing theirs,’ Richard
explains. ‘Most companies are widening
territories and cutting back, but we’ve
gone the other way. Our areas are more
focused, and we’re backing that with
increased sales output.’
For Richard, that combination of
capacity, capability and commercial reach
is what makes the current moment
significant. ‘Everything has come together
at once – manufacturing, product range,
acquisition and people,’ he says. ‘That’s
why now is the right time to step forward
and really push the business.’ 

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@CFJMagazine CFJ July 2026