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Meet the team.

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Ian Penney

Chief Executive Officer

Ian is responsible for driving our growth strategy and developing wider opportunities for Direct Online Services within the Broadview group to ensure our long-term success.

A graduate of Nottingham Trent University with a track record of procurement and supply chain excellence, Ian has held senior positions at flagship retailers including B&Q, Homebase and Bath Store. Ian is also a passionate Southampton FC fan and keen runner.


John Whitton

Operations Director


Andrew Shakespeare 

Commercial Director

Andrew is responsible for our eCommerce, Marketing, Buying and Merchandising teams, implementing a data-driven approach to our marketing strategy and product life cycles to drive significant revenue growth. 


He has an impressive track record of eCommerce growth, including his time at start-up Finery London as Head of eCommerce and Analytics, where he helped to grow their eCommerce revenue from zero to £8m in the first two years of trading. Andrew is also a keen cricketer, having played during his time at Oxford University and now for his local team.

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Simon Croppier

Technology & Service Director

Simon has over 25 years experience, specialising in system and network infrastructure, working in Europe and the US for several market-leading companies. He now oversees all onsite IT, software development, customer service, showrooms, and cyber security for Direct Online Services.


Simon has recently overseen the launch of our new custom-built CMS and a complete overhaul of the technology infrastructure within Direct Online Services. A keen football fan, he supports West Ham and coaches local teams. 


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Ben Tran FCCA

Chief Financial Officer

Ben joined Direct Online Services in 2023 as CFO and oversees a broad range of financial functions. He works closely with stakeholders throughout the Broadview Holding group to plan for the long-term financial success and security of the business.


Ben is a progressive commercial finance leader with a proven track record of delivering business critical targets under challenging and volatile conditions, whilst upholding high levels of stewardship and integrity. 


Nicki Burge 

People Director

Nicki is responsible for developing our people strategies to support our business growth, ensuring we create the right culture for our employees to be successful at what they do.


After graduating from Cardiff University with a degree in Industrial Relations and Sociology, she started her HR career at Masstock Arable. Nicki went on to work for Kohler Mira for over nine years, gaining vast experience in employee engagement, talent management and change initiatives before joining Direct Online Services in 2021. When she's not at work, Nicki is either practising playing the piano, learning to jive or watching Cheltenham Town FC as a season ticket holder for over 20 years! 

John joined Direct Online Services in 2021 as Director of Operations and is responsible for the logistics involved in delivering thousands of industry-leading surface products to our customers.


John is a Member of the Chartered Institute of Logistics and Transport and has over 20 years of experience delivering transformative supply chain logistics to fast-paced, customer-focused businesses.

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