27 May 2025
Bira’s Chief Commercial Officer Jeff Moody claimed a prestigious industry prize at the DIY Week Awards in London this weekend, while the Bira Direct app was also recognised with a nomination.
Jeff Moody was honoured by the organisers, alongside an external panel of industry judges, with the ‘Lifetime Achievement’ Award at the event on Friday (May 23).
Mr Moody has been in the Electrical/DIY and Housewares market for over 40 years, initially working as Divisional Director and MD of the UK’s largest Independent Distributor, British Distributing Company, with over 30 branches. He then moved to Haier, the world's largest electrical white goods manufacturer as UK Sales and Marketing Director for 3 years before joining Bira as MD for Bira Direct in 2017.
Reflecting on his award, Mr Moody said: “In all my years working in Electrical and DIY/Housewares I have always enjoyed working with independents - supporting independent retailers is more than just a job, it’s something I’m truly passionate about. I admire their enthusiasm, commitment to serve their communities and incredible knowledge about their market and goods. That’s exactly why Bira is here — to champion, support, and stand alongside the independents that keep our high streets alive."
An estimated that three million parcel shipments per day come into the UK from overseas sellers in 2023, due to the rise of shopping platforms like Temu, Shein, Amazon and eBay. Most of these enter the country with minimal or no checks and frequently bypass UK trade legislation. This includes potentially dangerous electrical products, items containing toxic materials, and bladed articles which undermine Home Office and police campaigns against knife crime.
The inability of Border Force to check most of these small B2C imports has led to danger to consumers from unsafe products, massive losses in VAT revenue for the Government, and huge challenges for UK producers unable to compete on a level playing field.
BIRA has been working together alongside GIMA (Garden Industry Manufacturers Association) and RAVAS (Retailers Against VAT Abuse Schemes) since October last year to bring these issues to the Government's attention. The Government has opened a consultation on the issue, which stakeholders can engage with via lowvalueimports@hmtreasury.gov.uk.
Bira champions the cause of independent traders and shopkeepers, focusing on revitalising high streets and campaigning on issues such as retail crime, business rates, and legislation. The association has said it will continue to advocate for urgent action to protect both British businesses and consumers.