In Conversation with Dan Deakin: Driving Commercial Growth at Leach
Leach has been delivering high-impact print and display solutions for over 135 years, building a reputation for premium quality, technical expertise and exceptional service. At the centre of its continued commercial growth, is Chief Commercial Officer, Dan Deakin.
With more than a decade at Leach, Dan’s journey from sales and account manager to commercial leader reflects both his own drive and the company’s commitment to developing talent from within. In this interview, he shares his career path, views on the evolving large format print market, and what success looks like for Leach over the next five years.
From Energy Sales to Large Format Print
Can you tell us about your journey into the print and display industry and how you came to join Leach?
My career didn’t start in print. I was working in the energy sector, door knocking and selling insulation. It taught me resilience and how to communicate with all sorts of people.
From there, I moved into small format print, selling envelope print, and then into small format print management. Around ten years ago, I applied for a Sales Account Manager role at Leach. I had no large format experience at the time. The interview process was intense, four stages, and I was interviewed by Richard Leach himself.
I enjoyed it straight away. I loved working with clients from initial quote through to installation and seeing the finished result. The quality of what Leach produced really stood out to me. It felt different – premium, precise, and all done in-house.
What initially attracted you to Leach?
Leach was well known locally as a high-quality, premium brand, The fact that everything was produced in-house, including lightboxes, and industry-leading fabric printing, made it stand out. There was a clear perception of excellence, and that’s something I wanted to be part of.
Commercial Strategy and Sector Focus
How would you describe Leach’s commercial strategy today?
Retail and exhibitions make up around 75-85% of our work. That side of the business is fast paced, often requiring quick turnaround print and close collaboration with print managers, design agencies and visual merchandisers.
The other 15% is largely museums, both in the UK and the Middle East. Museum projects tend to be more complex and involve fit-out contractors and project managers. The principles of our approach stay the same across sectors, but the execution differs. Retail can be straight out of the door; museums require deeper planning and coordination.
A key priority for growth is continuing to invest in new printing equipment and technology. Staying ahead of the curve ensures we remain commercially relevant and able to deliver the highest possible quality.
What are the biggest opportunities in the large format market right now?
Lightboxes have grown significantly and become far more accessible. For years, there was a belief that digital screens would take over, but we’re actually seeing the opposite. There’s only so much people can take from screens. Static printed graphics can often have more impact because the message is immediate and doesn’t get missed.
Print technology has progressed massively too – layering, lenticular effects, textured finishes. The creative possibilities now are exciting, and I’m looking to seeing how far that can go.
How would you describe Leach’s commercial strategy today?
Retail and exhibitions make up around 75-85% of our work. That side of the business is fast paced, often requiring quick turnaround print and close collaboration with print managers, design agencies and visual merchandisers.
The other 15% is largely museums, both in the UK and the Middle East. Museum projects tend to be more complex and involve fit-out contractors and project managers. The principles of our approach stay the same across sectors, but the execution differs. Retail can be straight out of the door; museums require deeper planning and coordination.
A key priority for growth is continuing to invest in new printing equipment and technology. Staying ahead of the curve ensures we remain commercially relevant and able to deliver the highest possible quality.
What are the biggest opportunities in the large format market right now?
Lightboxes have grown significantly and become far more accessible. For years, there was a belief that digital screens would take over, but we’re actually seeing the opposite. There’s only so much people can take from screens. Static printed graphics can often have more impact because the message is immediate and doesn’t get missed.
Print technology has progressed massively too – layering, lenticular effects, textured finishes. The creative possibilities now are exciting, and I’m looking to seeing how far that can go.
Innovation, Sustainability and Service
How does Leach balance its heritage with innovation?
With 135 years behind us, there’s a strong foundation of craftsmanship and quality. But innovation is essential. Investing in new technology, improving processes and adapting to market changes keeps us competitive while maintaining the standards we’re known for.
What role does sustainability play in commercial planning?
It’s becoming increasingly important. We offer a suite of eco and sustainable materials and actively promote them to clients. We’ve moved away from producing PVC based lightbox fabrics and now use recyclable alternatives.
There can be commercial challenges – sometimes sustainable options influence a client’s final decision – but it’s something we’re committed to progressing. We’re also focused on waste and energy management internally, ensuring our production processes are as responsible as possible.
How do you keep customer experience at the heart of what you do?
Service is key. We’re not the cheapest, and we don’t aim to be. We’re high quality with exceptional customer service.
Sales and marketing are closely aligned, and there’s strong collaboration with production to ensure we guide clients towards the best possible solutions. The output always depends on the client’s needs, so communication internally is vital to delivering a seamless experience.
Leadership, Growth and Looking Ahead
What qualities do you look for in your commercial team?
Energy and honesty. We’ve brought people into the sales team from outside the print industry and developed them internally. High-energy BDMs who are comfortable on the phone and out meeting clients are important, but so is being personable. Clients need to enjoy working with us.
Account management follows the same service-focused approach – removing pain points and ensuring a smooth journey across the business.
What has been the most rewarding moment of your career at Leach?
Stepping into my current role as Chief Commercial Officer. It felt like years of hard work paying off. I completed my MBA in 2021/22, and everything seemed to evolve naturally from there, both personally, and as a team.
What advice would you give to someone aspiring to commercial leadership in this industry?
Honesty is number one. Manufacturing is at the core of what we do, and sometimes things go wrong. Addressing issues head on – good or bad news – and communicating quickly with clients is crucial. Transparency builds trust.
What does success look like for Leach over the next 3-5 years?
Continued growth in retail, strengthening our position in museums both in the UK and internationally, and staying ahead technologically. But above all, maintaining our premium positioning.
If I had to sum up our commercial ethos in one sentence:
We focus on delivering premium quality and exceptional service, offering real value rather than cutting corners on cost.
