Management Team

Management structure

Two separate boards have been established to deliver the Group’s long term strategy.

The PLC Board, will be responsible for execution of the strategy and ensuring the Group meets with the requirements expected of a listed business. This board includes the following individuals each of which have previous listed experience and have a wealth of experience in the UK floorcoverings industry.

Paul Bassi CBE

Non-Executive Chairman

Paul is also CEO of Real Estate Investors PLC. 

Founder and Chairman of Bond Wolfe and formerly Non-Executive Chairman of CP Bigwood Chartered Surveyors. 

Past President of the Birmingham Chamber of Commerce.

Former Regional Chairman and Strategy Advisor to Coutts Bank (West Midlands). 

Awarded a CBE in 2010 for services to business and the community. 

Tony Brewer

Chief Executive

44 years’ experience within flooring, gaining extensive industry knowledge and supplier relationships. 

Joined Headlam in 1991 as Managing Director of their Flooring Division and Main Board Director. 

Headlam Chief Executive from 2000 until 2016. 

Recently appointed Chief Executive of the Likewise Group, principally responsible for Strategy, Acquisitions, Supplier and Investor Relations. 

Andrew Simpson

Non Executive Director

Following many years’ experience in the flooring industry.

Joined Headlam in 1991. 

Retired in 2010 after 37 years gaining immense knowledge and experience working with suppliers, customers and employees.

Roy Povey FCCA

Chief Financial Officer

Financial Controller with 21 years’ experience in the flooring industry and 6 years as Financial Director within the home improvement industry. 

Working as Financial Controller and as part of the Senior Management Teams in Headlam Coleshill and Tamworth, Roy successfully integrated several newly acquired businesses both financially and operationally. 

In acknowledgement of his operational experience, Roy was appointed as General Manager at Mercado.

Mike Steventon

Non-Executive Director

34 years' experience in the professional services industry at KPMG, rising to partner in 1998 with a focus on auditing international listed groups.

Appointed Head of Automotive for KPMG UK in 2006.

Appointed Regional Chairman for KPMG Midlands in 2010.

Appointed Head of KPMG's Public Sector Business in 2016.

The Executive Board, will report to the PLC board and will be responsible for operational delivery and be in control of the day to day trading, sourcing and integration of new acquisitions and management of head office operations. This board includes three individuals in total, all have a wealth of experience in the UK floorcoverings market.

Adrian Laffey

33 years’ experience in the flooring industry, from retail to distribution. 

Joined Mercado in 1993 as a Sales Representative progressing to Buying Director and latterly Joint Managing Director, with responsibility for the four businesses operating from the Mercado site. 

Promoted to be responsible for all aspects of Headlam’s flagship distribution centre in Tamworth before joining Likewise. 

Global supplier relationships across all types of flooring products with considerable industry knowledge. 

James Kellett

31 years' flooring industry experience, starting on the trade counter working through the business to sales, stock control then 15 years as Commercial Buying Director for the Mercado Group of companies within Headlam, latterly Joint Managing Director.

Strong supplier and customer relations across the commercial and luxury vinyl tile flooring sectors.

Tony Judge

Tony has over 36 years' experience within the flooring industry, having worked for both manufacturers and distributors.

Before joining Likewise Tony was employed as the Chief Operating Officer of the Headlam Group, having previously gained experience in various roles across Purchasing, Sales, Logistics and IT.

Tony joined the Likewise Group in October 2019 as Commercial Director principally responsible for IT, Logistics and Business Development.

The Management Team.

Jim McGregor

32 years' experience in the flooring industry.

Considerable industry knowledge with strong supplier and customer relations.

Joined White Heather Floorcoverings (part of the MCD Group) in 1988 working on the Sales Desk. Became Buyer for MCD Scotland in 1997 and progressed to Branch Manager in 2003. Appointed Retail Buyer for all Headlam Scottish Companies in 2017.

Joined the Likewise Group in 2019 and set up Likewise Scotland. As Branch Manager, Jim is responsible for the day to day running of the business

Stu Peters

28 years' experience in the flooring industry.

Joined Headlam, Newcastle in 1993 working in the Sales office, quickly progressing to Area Sales Manager in 2007. 

Joined the Likewise Group in 2019 as Commercial Director of Likewise North East.

Sarah Jobling

29 years' experience in the Flooring Industry.

Joined Headlam in 1992 as a Stock Controller and progressed to Office Manager in 2001.

Joined Likewise North East in 2019 as General Office Manager.

George Prior

38 years' experience in the flooring industry.

27 years' of which was spent at Mercado, Leeds gaining experience in many roles including Branch/Sales Manager and Commercial Buying. 2011 - 2019 National Commercial Sales Director for Mercado looking after a large National Sales Team, Sales Departments, Satellite Branches and Sales Managers.

Joined the Likewise Group in August 2019 as Commercial Director of Likewise North.

Shona Redman

20 years' Accounts experience, working in both manufacturing and distribution sectors for large international companies.

Qualified as a Chartered Certified Accountant in 2011.

Joined the Likewise Group in 2019 as Financial Controller of all Northern Likewise branches.

Kelly Wilson

20 years' experience in the Flooring Industry, both in Retail and Commercial Sectors.

Kelly started her career with Carpetright Plc in 2001 where she soon progressed to Store Manager.

Joined Factory Flooring in 2018 as Office Manager, now under the ownership of Likewise where she is responsible for the Internal Sales Department and Customer Services at the Distribution Centre in Morley, Leeds.

Gavin Wainwright

Gavin has 16 years' experience within the Residential Flooring Sector.

Starting his career as a Warehouse Operative with Factory Flooring in Dewsbury, Gavin soon progressed to Warehouse Manager and under the ownership of Likewise has successfully established our new Distribution Centre in Morley, Leeds during 2021.

Gavin now holds the position of Distribution Manager.

Rob Grant

39 years' experience in the Transport Industry, starting as a driver in his early career.

Joined Factory Flooring in 2010 as a driver and progressed to Transport Manager in 2013.

Now under the ownership of Likewise, Rob is now responsible for the distribution of the Northern Divisional Sales

Craig Melling

18 years' experience in the flooring industry.

Craig started his career at Furlong Flooring in 2003 in the warehouse progressing through each department to become an integral part of the Sales Team. 

Joined Carpetline Northwest (A&A) as Sales and Marketing Manager in 2017. 

In 2021 Craig was promoted to General Manager at A&A Carpets, part of the Likewise Group.

Troy Fallon

35 years' experience in the flooring industry.

20 years' manufacturing experience with National Carpets and Sirdar Group in various roles covering Production Management, Product Development, Procurement and Marketing. 

13 years' as Sales and Product Development Manager for National Carpets, responsible for developing and maintaining business with large National Retailers. 

Experienced in worldwide product sourcing, maintaining and developing global supplier relationships.

Joined the Likewise Group in 2019 as Key Account Manager responsible for sourcing and supplying products to large multiple retailers.

Sandra Carter

28 years' experience in the flooring industry.

Joined National Carpets in 1993 gaining experience in various roles including Customer Services, Sales, Accounts, Stock Control, Purchasing, Marketing and Compliance.

Joined the Likewise Group in 2019, responsible for Product Sourcing and Design, Marketing and Branding, Packaging and Point of Sale, Regulatory and Supply Chain Compliance and Quality Management.

John Spink

20 years' experience in the flooring industry spanning both the retail and commercial sectors.

Joined Headlam in 2000 as a Trade Counter Operative, John progressed through the business to become Commercial Director of the Coleshill site.

Joined the Likewise Group in June 2021 as Business Manager of Likewise Midlands.

Mark Spraggons

24 years' experience in the flooring industry.

Joined Faithfull Floorcoverings in 1998 as a Warehouse Operative progressing through the business gaining experience in Transport and Sales, before becoming Sales Manager of Garrods.

Joined the Likewise Group in 2019 as Regional Sales Manager.

Mark is now responsible for the day to day running of Likewise South East in his role as Business Manager.

Darren Aitken

33 years' experience in the matting industry.

Started at William Armes as a Weaver in 1988 and worked through the business gaining experience in various roles including Warehousing, Weaving, H&S and Purchasing before becoming their Operations Manager. 

Darren is responsible for the day to day running of Likewise Matting and Marquee Floors.

Simon Page

33 years' experience in the flooring industry.

Simon started his career in Retail Sales, progressing to Retail Management before moving into Direct Sales for a manufacturer and then to Key Account Manager for a wholesale distributor. 

With his expertise in Sales, Simon now manages the Sales Team for Likewise Matting and Marquee Floors, part of the Likewise Group. 

Dan Thompson

11 years' experience within the commercial flooring sector.

Joined Faithfull Floorcoverings in 2010 covering South London.

Joined the Likewise Group in 2019 as Commercial Manager and looks after the day to day running of the Floors by Lewis Abbott brand.

Patrick O'Connor

10 years' experience in the flooring industry.

Patrick has progressed quickly though Logistics, Product and Sales environments. Currently holding the position of Business Manager for H&V Carpets, part of the Likewise Group.

Patrick is also a key contributor to the Group's Logistics and IT strategy.


In addition to the Executives and Operational Management, the Group also has the benefit of having the opportunity to call on the considerable expertise of the following people.

They are all investors in Likewise and individually have significant experience in either Logistics and IT, National Accounts, Company Compliance or Investor Relations.

It is a huge benefit to the Group to periodically call on the expertise of these individuals to assist in the development of Likewise.

Andrew Woodhouse

37 years’ experience within retailing and distribution, 22 specifically within the domestic floor coverings market. 

Previously Managing Director of Headlam subsidiary, National Carpets, for 16 years, responsible for developing and maintaining business with many National Retailers including B&Q, Next, B&M Tesco & The Range. 

Huge experience in worldwide product sourcing and development of residential flooring. 

Geoff Duggan

30 years’ experience as Company Secretary for listed companies, most recently Headlam from 1998 to 2018. 

Previous responsibility for Headlam Property, Human Resource, Health & Safety, Pensions, Payroll, Compliance and Insurance. 

Keith Yates

33 years' in the flooring industry, 20 of those as Managing Director of Mercado. Extensive IT and Logistics experience, originally from an accountancy background. 

Served on the operational board of Headlam for over 15 years, leading the integration of many acquired business. 

Specific responsibilities for IT, Logistics and integration of acquisitions within Likewise. 

Paul Wiseman

Recently retired with 37 years' of flooring industry experience within the commercial sector having been Managing Director of JHS, for over 25 years. 

JHS was acquired by the Headlam Group in 1999 and subsequently moved to its current location at the flagship distribution centre in Tamworth. 

Paul was the Senior Manager at this business and responsible for the running of several Headlam specialist contract businesses. 

Stuart Large

50 years' working in the flooring industry. 

Stuart started his career in 1970 working for Armstrong World Industries, in the USA, spending over 30 years with Armstrong and worked in various management positions in the UK, Hong Kong, Russia and Australia. 

In 1990 Stuart became responsible initially for floor operations outside of the USA and subsequently in mid 1990’s joined one of three members of Armstrong’s global flooring management team. 

Since 2003, Stuart has worked with many leading flooring companies as an Advisor for Strategy and Acquisitions. 

Jonathan Keeling

33 years' Corporate Banking experience looking after and advising Quoted Growth Companies.

Founder and former CEO of Arden Partners until retiring in 2018.

Executive Director of Indus Gas Plc.

Non-Executive Director of Parry Murray.

Consultant to the CEO and Board of Likewise Group Plc since 2018.