Mica hosts lucky 13th Exchange Weekend for Members & Suppliers

Edgbaston, West Midlands
18th September 2024

Mica’s; the specialist DIY marketing subsidiary of Bira Group; hosted its independent retailers and key supplier partners at the De Vere Cotswold Waterpark Hotel in Gloucestershire. This is the co-operative’s annual weekend of business and pleasure, including celebrated Exchange networking event, Gala Dinner and Awards evening.

The sellout event bought retailers together from as far apart as the Isle of Man and North London, the Scottish Highlands and South Wales. 

The event is exclusive to Mica member retailers, but the co-operative was again delighted to be joined by new faces, including two Bira members who have joined the group post Covid. 

Main event sponsor STV of the Big Cheese pest control brand led the supplier line up, supported by key DIY industry names like Akzo Nobel, Draper Tools, LG Harris, Smart Garden and wholesaler Stax Trade Centres.

Day one of the event began with members reconnecting through a trip to Cirencester Park and a positive AGM. This was followed by a supplier presentation on steps being taken to enable Mica independents to beat the multiples at their own game in the marketplace, and a record attendance for its Members Only Dinner.

Day two saw the business ramp up with Mica’s ‘Slow Speed Dating’ format return, with nearly 1,000 hours of meetings take place between its retailer members and attending suppliers. Feedback from this event, as with previous years was exceptional, with Mica members rating the event 9.5 / 10, and overwhelmingly rating the supplier response to their appointments as excellent. Leo Cussons of Ken Quine Mica noted the event was “a great opportunity to raise their profit margins”.

Supplier responses were equally glowing, Account Manager Brendan McNally of Cheshire Mouldings commented that it was “good to see so many customers, and potential customers in one location in a single day”, whilst Crown Nat. Account Manager Geoff Seddon noted the event was “a great way to build lasting partnerships”.

Jenny Martin of Sherwin Williams (Ronseal) summed up the day with her thoughts “the Exchange has been an amazing opportunity to have one to one discussions with Mica retailers in one place and time, it’s been a great experience!”

In the evening the annual black tie Mica Gala Dinner took place, beginning with reception drinks and followed by entertainment and awards. The themed bingo was won in record time by new member Derek Knapman of Lion Stores Mica, (picking up some Moet & Chandon Champagne) whilst the top prize in the Rainy Day Trust raffle (a countryside escape) was taken home by Nic & Claire Hill of Handy Homestore Mica.

After gift aid, over £1,200 was raised by the co-operatives attendees for the trust. Rainy Day Operations Manager Roz Shabazz-Johnson was delighted to take away the collection, it was her first time attending the Mica Gala Dinner and wanted to share that “the publicity provided at the event for the trust, the generosity of sponsors and of attendees on the night was really appreciated”. Mica has been a longstanding partner to the DIY industries only charity, and works hard to deliver for it each year. 

The evening closed with Mica’s annual awards, given for excellence to suppliers and members.
The winners for 2024 were as follows: 

Supplier Awards

• New for 2024 – Product Innovation Award; based on member votes for new products launched in the last year.; presented by Mellanie Cook. Winner; Ronseal One Coat Everywhere Paint.
• Promotional Supplier Award; given for hard work in creating brilliant consumer advertising, in recognition of Mica members’ commitment to marketing; presented by Pat Norris. Winner Smart Garden
• Customer Service Excellence Award; voted for by the members to recognise excellence in this area of business; presented by Mark Hidgcock. Winner Stax Birmingham.
• Supplier of the Year Award; also based on member votes, an all-rounder award based on all elements of supply; presented by Joyce Hall. Winner RoDO Ltd.

Member Awards

• Best Window & Promotional Display Award; given for achieving promotional excellence, particularly in consumer promotion displays; presented by Klaudia Synder of Akzo Nobel, sponsor of the Member Awards 2024. Winner Sawston Mica Hardware.
• Mica Achiever Award; Shops are nominated based on co-operative participation during the last year and beyond; presented by Bryan Wheatley. Winner Gardners Mica Hardware
• Additional - Special Service Award; presented by Michael Ball. Winner David Morris
• Co-operative Spirit Award; a unique category to Mica, given to someone who embodies the cooperative spirit that keeps Mica moving forward & growing; presented by Michael Ball. Winner Thomas Dixon, Double Tee Tools Mica Hardware.

Mica Unit Director Michael Ball commented at the close of the event “These kinds of events demonstrate Mica is more than the sum of its parts – not simply individual retailers and suppliers. I’m really proud a SME organisation like Mica is able to put on what is such a positive, well received event that people want to not only come to but come back to.”

He continued “Being a co-operative at times makes us feel more like a family organisation, and I hope after this weekend all of our attendees feel that too alongside the business benefits collaboration and shared working brings.”

Following the success of the event, it is certain to return for its 14th year, which will again switch to a new location and also be a special 30th anniversary celebration of Mica.

Thanks to the fantastic attendance and response from Mica retailer members a large number of suppliers have already reserved their place for next year’s Exchange, which will take place on the weekend of 13/14th September 2025 at a venue to be confirmed.

Attending the event Bira CEO Andrew Goodacre, commented that the event was “a clear success and demonstrates the value of coming together as businesses”. Following Mica’s event there will be an opportunity for all Bira members to gather next month, at its 125^th anniversary conference in London which is free to attend. “We would love to see you there!” Andrew added.

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