Hein Meurer becomes Sambro Europe’s new head of Business Development

Published on: 25th November 2022

The appointment further strengthens Sambro Europe’s senior team as the company continues its ‘strong growth trajectory’.

Hein Meurer

Customer relationship expert Hein Meurer has been appointed Sambro Europe‘s head of Business Development. In his new role, Hein will focus on the toy company’s business development strategies and the opening of new retail opportunities while continuing to accelerate growth for the business.

Based at its new Amsterdam headquarters, Sambro Europe is celebrating more than a decade in the European toy market, having first opened its operations in 2011. Following a strong growth trajectory, the company is investing in new product development and exclusive partnerships as it continues to build long-term relationships with some of Europe’s largest FMCG retailers.

With an entrepreneurial background as co-owner of Office Happiness, an employee experience platform, and Affectuate, an Amsterdam based growth agency, Hein says he is ‘passionate about using his experience to help harness opportunities for expansion’. Across the last 20 years, he has delivered impressive business development strategies and tactics, overhauled sales departments, and opened up multiple revenue streams for brands, transforming start-ups into companies turning over in excess of £1m.

Hein also brings with him experience from the toy sector. He worked for Canenco for six years, where he was tasked with opening the UK market for the toy supplier, and rapidly achieved huge success, securing key retail partnerships with the likes of Asda, Tesco and Morrisons.

As part of his new role, Hein will focus on the German, Scandinavian, French and Spanish markets, working to gain traction for Sambro’s key 2023 own-brand lines: Lil’ Bodz, Puzzle Palz and Bops n Tops. He will also develop exclusive retailer partnership lines and support special collection distribution for the upcoming Disney 100th and Paw Patrol 10th year anniversaries.

Hein said: “I’m delighted to be joining at a time of huge opportunity for the business. My immediate focus will be on broadening Sambro’s retail landscape and accelerating sales growth throughout Europe. Sambro creates and distributes quality, creative, wide-ranging collections that I truly believe in. I will use this passion, alongside my experience, to build new customer relationships, as well as nurture existing ones.”

Eric Markus, managing director at Sambro Europe, added: “With Hein’s considerable experience in building customer relationships, and his passion for driving new business development strategies, he is ideally placed to drive growth across the European market. He is an excellent addition to our senior leadership team, and we can’t wait to see what he delivers for the business in 2023 and beyond.”


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