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People of the North – Dan Williams, founder and managing director at 100% Group

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People of the North - Dan Williams, founder and managing director at 100% Group

Operating a stone’s throw away from Manchester’s iconic football stadium in Trafford Park, 100% Group currently installs branded retail displays on an international scale for some of the world’s leading brands in consumer technology, cosmetics, sporting and luxury goods.

Dan Williams, the company’s Director founded the business in 2013 and has expanded the workforce by 240% over five years, having captured a significant portion of a niche international market in POP (point of payment) and POS (point of sale).

 What do you currently do?

More than 70 people currently work at 100% Group to plan, execute, manage and maintain large scale and international retail. As founder and director of 100% Group it is my role to solidify the strong company ethos that I have created and continue to drive growth whilst putting client relationships first. Having made pains to build a reliable and competent team around me it is my responsibility to communicate my insights into this industry which have allowed us to pull off some impressive projects and led to rapid growth. Building sustainable relationships with clients will always be a main priority for me but it is very comforting to know that any one of my employees represents the specific 100% ethos that makes this business something I am very proud of.

What was the inspiration behind your business?

The Williams family has a long history in the retail installations industry. Both my father and grandfather set up and built companies that delivered branded retail installations. Many of the complexities of retail installation are overlooked, especially on larger scale projects. 100% was formed to address this market opportunity and adapt my family’s insights into branded retail installations for the modern retail environment. This led to a number of enquiries from brands who wanted to access our experience and eventually to deliver a service!

Who do you admire?

My father has been an inspiring figure for me both in life and in business. I admire his ability to create markets and grow businesses, and his significant contribution to the industry has been recognised elsewhere. He founded the NDI Display Group and is the acting president of POPAI Europe, a major retail marketing industry body, which is testament to his vast industry knowledge, industrious work ethic and enthusiasm.

Looking back, is there anything you would have done differently?

At the risk of being cliché, I would say that learning from mistakes is one of the best ways to grow and develop a business. We are very proud of the service that 100% Group provides. Each change (and mistake) we made has stemmed from a challenge that has enabled us to make improvements to our product. These experiences make the company what it is today.

What defines your way of doing business?

We love a challenge. 100% Group was built on taking up brand challenges. It’s rare that we refuse a request, however ambitious, whereas many competitors simply deliver a one-size-fits-all approach to retail installations.This is why our clients keep coming back. Although this industry has been built around overcoming obstacles, what makes 100% unique is our love of a challenge. It is our bread and butter!All of our employees reflect this ‘can do’ attitude and sits at the heart of our company culture.

What advice would you give to someone starting out?

I would always advocate hiring where you lack the skills yourself.The right people in the right roles can perform incredible things. The company’s values are grounded in teamwork, and in my experience it has been bringing skills, talent and personalities into the business at the right time that has been the most beneficial.