Subliva

Following a detailed briefing on 20th November, we were engaged to support a new UK market launch for an international manufacturer entering the hospitality and distributor-led barware and tabletop sector. The requirement was to secure a high-calibre, standalone sales professional capable of: building UK distribution from scratch, opening new routes to market, developing relationships with key hospitality distributors and groups, operating autonomously within a start-up structure .

The Challenge

This was a complex, high-risk search with multiple layers of difficulty: 

  1. New UK market launch
  • No existing UK infrastructure or brand presence 
  • Limited stock initially available 
  • Requirement for a candidate comfortable building from zero 
  1. Candidate caution
  • Strong candidates were hesitant to leave stable roles for a new and unproven UK operation 
  • Concerns around: 
  • onboarding structure 
  • support 
  • realistic timelines for success 
  1. Restrictive covenants
  • Multiple strong candidates were impacted by competitor clauses, reducing the immediately accessible talent pool 
  1. Market conditions
  • Search launched in the run-up to Christmas, traditionally a slower period for hiring activity 
  • Hospitality sector experiencing a softening market, increasing candidate risk aversion 
  1. Language and cultural considerations
  • Communication between UK candidates and international stakeholders required careful management 
  • Ensuring clarity around expectations, KPIs, and onboarding was critical 

Search Strategy:

To overcome these challenges, we implemented a targeted, multi-layered approach: 

  • Built a defined target company list across barware, tabletop, and distributor-led businesses 
  • Mapped candidates with: 
  • existing distributor relationships 
  • experience opening new markets or territories 
  • proven new business capability 
  • Positioned the opportunity as: 
  • a career-defining build role, not just a sales job 
  • an opportunity to shape UK strategy and growth 
  • Managed expectations closely on both sides: 
  • supporting candidate confidence in the opportunity 
  • advising the client on UK market norms and hiring risks 

Process Timeline 

  • Brief received: 20th November 
  • Search launched: immediately (pre-Christmas period) 
  • First interviews: 30th December – 16th January 
  • Shortlist refined: January – February 
  • Offer accepted: 27th February 

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Outcome:

  • Successfully secured a highly relevant, experienced candidate with: 
  • strong UK distributor relationships 
  • proven ability to build new business from scratch 
  • experience training distributor sales teams and driving sell-through 
  • Navigated: 
  • candidate hesitation 
  • contractual restrictions 
  • cross-cultural communication challenges 
  • Supported both client and candidate through: 
  • expectation alignment 
  • onboarding planning 
  • KPI and market-entry strategy discussions
10 Leader
1.

Rapid Hiring Results

Filling 80% of open positions within a tight 7-week timeframe.

10 Leader
2.

Longevity

Ensuring new hires would remain with Johnsons for at least one year.

10 Leader
3.

Optimise Interview-to-Hire Ratio

Improving the interview-to-hire ratio to optimise HR resources

Key Value Delivered:

  • Access to a restricted talent pool despite competitor clauses 
  • Conversion of cautious, passive candidates into committed applicants 
  • Strategic advisory support beyond recruitment (KPIs, onboarding, market positioning) 
  • Successful placement within a complex, high-risk brief 

Summary:

This search demonstrates the importance of: 

  • deep market knowledge 
  • structured headhunting 
  • strong candidate management 
  • and ongoing client advisory 

when hiring for first roles in new markets, where success depends as much on setup and alignment as it does on candidate capability.