Deco-Pak has strengthened its senior team with the appointment of Dan Charles as Head of Commercial & Merchandising, adding further garden retail, merchandising and category expertise to the business as it builds towards 2027.

Dan joins Deco-Pak following a decade within the garden centre industry, most recently with AMES, having originally joined Kelkay in 2016. His career has spanned frontline merchandising, team leadership and senior commercial strategy, giving him extensive experience of how landscaping and garden ranges perform at retail.

At Deco-Pak, Dan will take responsibility for strengthening key customer relationships and developing long-term strategic partnerships across major garden centre groups, buying groups and independent retailers.

He will also lead the company's merchandising function, establishing clear standards and strategies to ensure Deco-Pak ranges are presented consistently and effectively in-store, while using commercial insight and performance data to help inform future product, range and customer proposition development.

The appointment forms part of Deco-Pak's continued investment in the people and capability needed to support its customers and strengthen the business's offer for the 2027 season and beyond. 

Craig Hall, Managing Director at Deco-Pak, said: "We are continuing to invest in the people and capability that will help us become an even stronger partner to our customers. Dan brings a huge amount of relevant experience, particularly in merchandising, category development and understanding what works at garden centre level. His appointment will help us strengthen our customer relationships, improve the way our ranges are executed in-store and bring even greater commercial thinking into the development of our offer for 2027.

"We have ambitious plans for Deco-Pak and Dan will be an important part of helping us deliver them."

Speaking about his new role, Dan Charles said: "I was attracted to Deco-Pak by its combination of strong values, ambitious growth potential and genuine entrepreneurial spirit. From my first conversations with David and Craig, their passion for both the business and the people within it was very clear.

"Deco-Pak already has a strong product base and a highly committed team, but there is also a real opportunity to develop the category offer further. I'm excited to bring my commercial and merchandising experience into the business and help build on its strengths in customer support, range development and retail execution.

Dan's appointment comes as Deco-Pak continues to develop its landscaping and decorative aggregate proposition, with an increased focus on combining product innovation with strong in-store execution and retailer support. 

Find out more

For more information about Deco-Pak, its latest product innovations and how the team can support your landscaping and decorative aggregate category, visit www.deco-pak.co.uk or speak to your local Deco-Pak representative.