Nikki Samuels joins Hunter Price as commercial director

Published on: 22nd February 2022

The former licensing director and founder of Sambro joins Hunter Price as part of the company’s growth strategy across categories including toys and stationery.

Hunter Price Directors, top left to right, Jeremy Winburn and Richard Belford and, bottom left to right, Josh Eden, Jonny Alexander and Nikki Samuels.

Leading consumer products business, Hunter Price International, is continuing to add strength and depth to its team with its latest high-profile appointment.

Brand and licensing expert, Nikki Samuels, has joined as commercial director, to help guide the successful Manchester based business, which is on target to exceed its £40m sales forecast this year.

Nikki, the former licensing director and founder of character product manufacturer, Sambro, brings decades’ of experience and knowledge to the Hunter Price team. He joins as part of the company’s ambitious growth strategy across its core product categories, including home & lifestyle, toys & activity and stationery & craft.

Following the appointment, co-founder, Jeremy Winburn, will now take up the role of trading director, to focus on the company’s fast-paced, reactionary trading business. Nikki will concentrate on the longer-term strategic vision for the business and new business development opportunities.

Hunter Price has established itself as a leading supplier of consumer products for the UK’s top retailers, with a host of successful own brands, such as ToyMania and SplashMania, as well as partnerships with Warner Bros, CoComelon and the Style Sisters. Most recently, the business has created and launched the new home & lifestyle brand, Chapter B, for TV personality, Billie Faiers, which will hit the market later this year.

Jeremy Winburn explained: “We are industry innovators – and over the past two years we’ve continued to adapt and evolve, to carve out very clear areas of focus to help us achieve our goals. We’ve been strengthening our fantastic teams with the best talent, from buying and design to sales and marketing. We’ve elevated our whole thought process and approach to enable us to deliver excellence within the industry. Nikki really shares our passion for product and his addition to the team will be invaluable as we start activating our plans over the coming years.”

Speaking about his new role, Nikki said: “When you set foot in Devon Mill – the home of Hunter Price, you’re hit with such an incredible energy of excitement and passion. The talent and drive to create outstanding products is like no other business I’ve known and that’s what brought me here. We’ve got really solid foundations as a business and now its time to maximise our opportunities and potential across our core categories in the UK and throughout Europe. It’s a really exciting time and we’re looking forward to sharing lots more with you about our plans throughout the year.”

Nikki will also now sit on the board of directors alongside co-founders, Jeremy Winburn and managing director, Josh Eden; operations director, Jonathan Alexander and toys sales director, Richard Belford.

In April, Hunter Price will be unveiling its brand new showroom experience, with further details to be shared very soon. For the latest updates, follow @HunterPriceInternational on Instagram, LinkedIn or visit




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