Category Expansion: Where UK Dealers Should Be Looking in 2026 & Beyond
- Mar 19
- 2 min read
With the latest GfK data from the BOSS Federation confirming continued decline in traditional office supplies, the message to dealers is clear: growth now depends on category expansion. In a recent Highlands Thinking conversation, Gordon Christiansen and Suzanne Tiernan of ST Tech explored where the strongest opportunities lie — and how accessible they really are.
The Market Has Shifted — But the Opportunity Hasn’t
Workplace needs have evolved. Hybrid working, techenabled collaboration, and rising expectations around workplace experience mean the old product mix no longer carries the same weight. But dealers are still in a powerful position: they have the customer relationships, the data, and the trust.
The key is to redirect those strengths into categories that are growing.
AV, Cleaning, Hygiene & Feminine Hygiene: High-Potential Categories
While AV is a natural fit for many dealers — especially those already involved in furniture, interiors, or office refurbs — it’s far from the only area worth exploring.
Cleaning, hygiene, and feminine hygiene products are equally strong opportunities, driven by:
Increased workplace standards
Compliance requirements
The need for consistent, reliable supply
The convenience customers gain from consolidating suppliers
As Gordon notes, every workplace needs these products — and if a dealer isn’t supplying them, someone else is.
You Don’t Need Technical Expertise — Just the Willingness to Ask
One of the biggest misconceptions is that new categories require deep technical knowledge. Suzanne is quick to dispel that:
Dealers don’t need to be AV experts
ST Tech can train teams or manage the technical side entirely
The dealer’s role is simply to identify the opportunity
The same applies to cleaning and hygiene categories. Success starts with a simple question:
“Where do you buy your AV?”
“Who supplies your cleaning and hygiene products?”
“Would you like to consolidate this under one supplier?”
Often, customers reveal immediate needs — outdated displays, broken meeting room screens, inconsistent hygiene supply, or fragmented purchasing.
Support Is Readily Available
For dealers interested in AV, Suzanne hosts a biweekly webinar every second Wednesday to walk through the opportunity and how to get started. She’s also available directly for conversations.
Highlands offers the same support for dealers exploring cleaning, hygiene, feminine hygiene, breakroom, and other emerging categories.
The Dealers Who Will Win
The dealers who thrive in 2026 and beyond will be the ones who:
Embrace new categories
Use their customer relationships proactively
Leverage the data they already have
Ask the questions that uncover new revenue
The opportunity is there — and now is the moment to seize it.
If you’d like to learn more about how Highlands or ST-Tech could help your business, please reach out: gordon@highlandseuope.com or suzanne.tiernan@st-tech.co.uk
