Sambro Europe further strengthens its senior team with the appointment of a new head of business development.

Customer relationship expert, Hein Meurer, will take the reins, with a focus on the toy company’s business development strategies, the opening of new retail opportunities and continuing to accelerate growth for the business.

Based at its new Amsterdam headquarters, Sambro Europe is proudly celebrating more than a decade in the European toy market having first opened operations in 2011. Following a strong growth trajectory, the company has a focus on new product development, exclusive partnerships and continuing to build long-term relationships with some of Europe’s largest FMCG retailers.

Having come from an entrepreneurial background as co-owner of Office Happiness, an employee experience platform, and Affectuate, an Amsterdam based growth agency, Hein is passionate about using his experience to help harness opportunities for expansion. Across the last 20 years he has delivered impressive business development strategies and tactics, overhauled sales departments, and opened up multiple revenue streams for brands – transforming start-ups into companies turning over in excess of £1 million.

Meurer also brings with him experience from the toys sector, having worked for Canenco for six years, where he was tasked with opening the UK market for the toy supplier. He rapidly achieved huge success here, securing key retail partnerships with the likes of Asda, Tesco and Morrisons.

As part of his new role, Meurer will focus on the German, Scandinavian, French and Spanish markets. Here he will work to gain traction for the key own-brand lines for 2023 – Lil’ Bodz™, Puzzle Palz™ and Bops n Tops™. He will also develop exclusive retailer partnership lines and support special collection distribution for the upcoming Disney 100th and Paw Patrol 10th year anniversaries.

Hein Meurer, said: “I’m delighted to be joining at a time of huge opportunity for the business. My immediate focus will be on broadening Sambro’s retail landscape and accelerating sales growth throughout Europe.

“Sambro creates and distributes quality, creative, wide-ranging collections that I truly believe in. I will use this passion, alongside my experience, to build new customer relationships, as well as nurture existing ones.”

Eric Markus, managing director at Sambro Europe, said: “With Hein’s considerable experience in building customer relationships, and his passion for driving new business development strategies, he is ideally placed to drive growth across the European market.

Eric Markus, managing director at Sambro Europe

Eric Markus, managing director at Sambro Europe, said: “With Hein’s considerable experience in building customer relationships, and his passion for driving new business development strategies, he is ideally placed to drive growth across the European market.

“He is an excellent addition to our senior leadership team, and we can’t wait to see what he delivers for the business in 2023 and beyond.”

Sambro has long-term relationships with FMCG retailers, toy specialists, grocers and distributors. These include Action, AS Watson Group, Rusta, Tedi and Ernstings Family Group, Pepco, Zeeman, KIK and many many more.

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