SUFFOLK BUSINESS DEFIES THE MARKET FOLLOWING MANAGEMENT BUY IN
Privately owned park home and luxury lodge manufacturer Omar Park Homes is in the process of finalising its year end accounts which show a third year of double digit sales growth along with 14 per cent growth for last year. This has seen the company’s turnover grow over 40 per cent in 3 years since its current Chief Executive, Dean Westmoreland took over the company in March 2010. Omar’s performance is all the more credible against the current tough economic backdrop which has seen the UK market for their products contract by over 8 per cent in the last 12 months.
Omar’s vision is quite simply ‘To be the very best manufacturer of park homes and luxury lodges with the stated aim of exceeding their customers’ expectations’. The past 3 years has seen this highly dedicated and capable management team drive a raft of changes across the business which has included a rebranding exercise, new website, new business systems, the adoption of a core competency model and a full value stream mapping exercise on their business processes. The product range has been completely revitalised with 14 brand new park homes and lodges introduced over the past 3 years, following the extensive range review; Omar’s pre-existing offerings were benchmarked against their 5 key competitors.
They have put their successes down to 2 main features, sheer hard work and an extremely capable group of employees. Company Chairman, Paul Pleszko has over 35 years’ experience of the park and leisure home industry, he is also ex-Chairman of the N.C.C the industries trade body. Chief Executive Dean Westmoreland has a track record of 6 successful turnarounds, 3 of which were successful private equity deals. His manufacturing experience includes ultra-precision technology and luxury FMCG. Omar’s Technical Director is John Hobday-Pepper. He is recognised as the most sage technical expert in the park home and modular building sector and he is currently leading the N.C.Cs review of the British Standard to which park home and residential standard lodges are built to. Omar have a Production Director in Roy Greenacre, with over 25 years of ‘hands on’ experience who leads from the front with a commitment and drive that energises the entire workforce. Procurement, planning and systems expert in Supply Chain and IT Director David Maguire who has led major projects for the likes of Airbus and Laura Ashley as well as having a senior management role in a successful Permira buy out. The Sales and Design Director, Peter Leary is recognised as one of the industry’s leading designers and brings over 30 years’ experience from the park home, holiday home and soft furnishings industry. Final member of the top table is Finance Director Andrew Campbell, who not only brings a wealth of financial and commercial experience but also had operational responsibility at Excelitas Technologies and is well versed in six sigma and lean principles.
Following a third year of solid growth and associated improvement in profits, Omar recruited 8 new members of staff after the Christmas break. This followed some exceptionally well received product launches which included the Apex luxury lodge, Tudor park home and a raft of new 2013 models. Omar are currently recruiting for a further 18 new roles to start as soon as possible at their headquarters in Brandon after an exceptionally strong spring show season which culminated at the World of Park & Leisure Homes show at Stoneleigh.
Chief Executive and controlling shareholder Dean Westmoreland, commented: We are very pleased with the solid and steady progress we have made over the past 3 years. It is a testament to the circa 170 people that work here in Brandon. The business environment and our market place in general remains challenging, the last thing we can be today is to be complacent. We continue in our efforts to differentiate ourselves by offering a superior product in terms of design, fit-out, interior décor, quality and final finish, supported by industry leading customer service. We have a quality product which is supported by an insurance backed 10 year structural guarantee. In our experience, if you offer a superior product and superior service then the profits and growth tend to come.’ Company Chairman and shareholder Paul Pleszko commented: ‘Like so many manufacturing businesses things were particularly tough for Omar in 2008-2010. Over the last 3 years, in what has been a particularly tough market, we have really turned things around. It has been a fantastic effort from the whole team at Omar and I’m really proud of what we have achieved. We take nothing for granted in this market but we will drive to continue to exceed people’s expectations whilst building their dreams”.