What type of work do you do?
I support organisations that need practical commercial advice across merchandise, product development, sourcing, channels and customers. This can include commercial strategy, product and merchandise development, international sourcing, supplier review, digital commerce, portal-led trading, customer value, cohort analysis and route-to-market planning.
Who do you work with?
I work with established or start-up businesses, brands, founders, boards, sports organisations, rights holders and leadership teams. My experience is particularly relevant across retail, sport, events, merchandise, security, hospitality, digital commerce, international sourcing and investor-backed businesses.
Do you work as a consultant, adviser or Non-Executive Director?
Yes. I work across consultancy, advisory and Non-Executive Director roles depending on what the organisation needs. Some projects are focused and short-term. Others require ongoing advisory support, board challenge or strategic input over a longer period.
What makes your approach different?
My background is built on reality, not theory. I have bought, sourced, sold, operated, led, governed, launched channels, supported acquisitions and worked through private equity ownership transitions. I focus on what can actually be delivered, not just what sounds good on paper.
Can you help with product and merchandise strategy?
Yes. I help organisations and teams review and develop product ranges, merchandise propositions, pricing, margin, customer value, product-market fit and commercial offer development. This can apply to sports merchandise, uniforms, branded product, retail ranges, event merchandise or wider product-led opportunities.
Can you help with international sourcing?
Yes. I support businesses with sourcing routes, supplier selection, factory engagement, cost structure, quality expectations, risk, compliance and supply chain credibility. My experience includes operating across the UK, US and China, with hands-on exposure to product development, direct sourcing and supplier relationships.
Can you help with e-commerce or portal-led trading?
Yes. I help organisations think through digital commerce, online stores, customer portals, business-to-business and business-to-consumer trading models, event retail, distribution and route-to-market planning. The focus is always on creating a model that is commercially sound and operationally deliverable.
Can you help us get more value from our customer database?
Yes. I can support customer insight, cohort analysis, repeat purchase review, lapsed customer opportunity, retention, lifetime value and campaign planning. Many businesses already have value in their customer base but are not using the data clearly enough to shape commercial decisions.
Do you work with sports organisations and rights holders?
Yes. I have experience across sport, federations, rights holders, clubs, events and merchandise-led commercial models. That includes work connected with sports teams and federation environments, as well as online stores, kit, fanwear, event retail and participation-led commercial opportunities.
Do you help with board-level commercial challenge?
Yes. I support boards and leadership teams with independent commercial challenge, growth planning, acquisition thinking, operating model review, sourcing risk, product strategy and new revenue development. This can be through a formal Non-Executive Director role or a more flexible advisory arrangement.
How do you usually start?
Usually with a conversation to understand the issue, opportunity or ambition. From there, I can help shape the right approach, whether that is a short review, a defined project, board advisory support or ongoing commercial input.
How can I get in touch?
You can contact me through the contact form or email me directly at Tony@TonySheridan.uk.