Welcome to the Dee Set Group

We love what we do and you'll love it too

Our culture is based on helping people thrive.

"Dee Set was born out of the frustration of seeing examples of activities and problems that needed practical and innovative solutions. I realised early on that corporate structures sometimes strangle innovation and dilute creative responses.

“Sometimes organisations need vehicles that run alongside the corporate body to light the way, to be the vanguard, to create the space to experiment.

“The problems I faced as a retailer could be solved by direct and focused action from a passionate and dedicated third party. That was my belief and it still is to this day.

“The reason we exist, my motivation, my drive, is rooted in the above, to create practical and innovative retail solutions for our customers whoever they may be in a timely, cost-effective and efficient manner.

“It is the 'raison d'etre‘ - our reason for being.”

Ian Andrews, Chairman


3,500 colleagues

making retail happen

2m hours

in-store annually

40,000 hours

in store every week

97% coverage

across the UK

98% compliance

achieved annually

180,000 sqft

warehouse space


What do we do?

With over 20 years of experience, the Dee Set Group has gone from strength to strength. With continuous investment, innovation and a relentless desire to be the industry leader in driving retail sales, our data, tech, and people services are constantly pushing boundaries. 

Dee Set

Dee Set supports retailers and brands to drive growth, market share and ROI to achieve excellence at the point of purchase. Working collaboratively with our clients we deliver a range of retailer support strategies, helping to improve distribution channels, cost efficiency strategies, availability, visibility, and compliance to drive retail sales.

Tactical Solutions

Tactical Solutions is an award-winning data-led field marketing agency. Utilising our in-house, bespoke field sales software, Reapp, our field teams are always able to see how brands are performing in-store and can use these insights to make a real difference at the fixture, keeping our customers one step ahead of their competition.


Reapp is the app for retail! Our cutting-edge custom-built suite of tools takes you on a data journey from reactive to prescriptive analytics, managing field teams in a click of a button and understanding your customers like never before. Reapp does all the heavy lifting to allow retailers and brands to make incisive decisions that will keep them ahead of the field.

White Hinge

As a Top 10 UK online retailer, White Hinge has over 15,000 different product lines and has created a series of specialised websites to work alongside their eBay and Amazon marketplace stores. Quite simply - if we can put it into a packet, we’ll post it for you!


We only pull in one direction - yours.

It wouldn’t take more than a minute of chatting to one of our team to realise how passionate they are about helping retailers and brands succeed.

Whether the conversation is about merchandising, field marketing, supply and fulfilment or big data analysis, we all share the same goal.

From the top floor to your shop floor, we are in our job because we love weaving our skills together to achieve something amazing for our clients.

We place integrity and honesty at the centre of everything that we do. We work relentlessly to improve our skill set, explore new ideas and make sure that every improvement becomes a foundation for the next one.

So, if that sounds like something you’d like to be a part of, get in touch and let’s start making things happen for your business.


Who we work with

  • Claire's logo
    Morrisons logo
    Innocent logo
  • Sainsbury's logo
    Kelloggs logo


Our journey so far... 


Dee Set Logistics founded by Ian Andrews, Chairman – Located in central Stoke in a 27,000 sq ft logistics site supporting Asda as a parts supplier, collecting, sorting and delivering next day to the retailer


Dee Set expands category support into Asda to include Cards, DVD’s and CD’s delivery – 5 days a week


Started Pick & Mix as a concession in Asda (Dee Set Confectionary)


Dee Set expands moving to 160,000 sq ft site

Launched first consolidated make up contract (Mary Kate & Ashley)


Next contracts signed with Max Factor, L’Oreal, COTY, Collection

Dell UK first 3PL company we signed up


Merchandising services launched


Full E2E supply chain


Dee Set launches ‘Travels’ (travel accessories) brand in Asda


Dee Set moves to Victoria Road – 180,000 sq ft distribution centre and offices

Dee Set expands service offering launching product Imports capability


Dee Set launches ‘Haber’ (haberdashery) brand


Dee Set secures Morrison’s clip strip contract

Dee Set acquires Pascal cosmetics


Launch George Cosmetics own brand in Asda

Nutmeg clothing contract


Dee Set lands Morrison’s cosmetics contract

Dee Set awarded merchandising accreditation with Sainsbury’s


3PL service launched


Dee Set launches ‘Nifti’ (clip products) brand


Greg Phillips appointed CEO


Reach £1b sales milestone

Acquired White Hinge

Dee Set expands services by launching Co-packing capability


White Hinge reaches +1m positive customer reviews

Dee Set acquires Tactical Solutions

Dee Set Group is formed


Dee Set awarded preferred merchandising provider for Sainsbury’s

Acquired Doggie Solutions

Zero Waste to Landfill certified

Ecovardis Silver Award

Mental Health First Aiders launched


Dee Set expands data & technology solutions and launches ‘Reapp’

HR Award – Best Candidate Experience Award at Personnel Today awards


Hallmark field team TUPE into Dee Set Group

Dee Set exceeds £1m Co-packing sales

Dee Set exceeds £1m sales through Travels, Haber & Nifti brands

Reapp field management tool, Allocate, exceeds 1m completed surveys

D&I in Grocery Major Partner


DE&I Allyship launched


Our Mission, Vision and Behaviours

Our Vision

Better, faster and more cost-effective through innovation and our people

Our Mission

To help retailers and brands sell more

Our Behaviours

Say it like it is

Honesty and integrity are better today than tomorrow

Improve Relentlessly

Our colleagues and customers deserve our very best


We grow from everyone’s ideas, energy and feedback​


Our Leadership

"Our success is built on an engaged workforce, supported by transformational leaders."

Greg Phillips, CEO

We place integrity and honesty at the centre of everything we do, we explore ideas and grow from the energy and feedback from our customers and colleagues, and we improve relentlessly to give our customers and colleagues our very best.
Ian - CEO of Dee Set


Ian established Dee Set having seen the opportunity for an agile and innovative organisation to support the big retailers operating model. His passion for retail and laser focus on efficient and practical solutions have been the foundation of the company’s success.
Greg Philips - CEO, Dee Set


Greg’s entrepreneurial spirit and experience within an SME environment are centred around people and sales. His drive to create a truly world class company is at the heart of the behaviours and performance ethos that drives the group.
David Pugh, CIO at Dee Set


David has amassed 30 years of technology experience across Retail, Manufacturing, Transport, Financial Services and pretty much covered every role in the tech space. He has a simple mantra, amazing people working with amazing data, underpinned by amazing technology.
Cathy at Dee Set


Managing Director, Tactical Solutions
Cathy brings her unrivalled FMCG experience to ensure Tactical Solutions customers receive a first-class, tailored experience that adds value to their business. A true people’s person, Cathy is renowned for her colleague centric approach as well as developing long-lasting client partnerships with the likes of Innocent, Kellogg's and Mars.

More than just business

At Dee Set, we are more than just business. We are committed to doing the right things, socially and environmentally, to ensure we get the best out of our people, protect our environment and ensure sustainability. Not only is it our duty, but it’s our passion.

As a D&I in Grocery Major Partner, we lead the charge in promoting diversity and inclusion within the industry, fostering an environment where everyone feels valued and respected.

Recently, we launched our DE&I Allyship program to empower our colleagues to actively support marginalised groups, ensuring inclusivity for all. Additionally, our comprehensive Mental Health First Aider's program equips our colleagues to support each other during challenging times.

Sustainability is paramount to us; being Zero Waste To Landfill certified and earning the EcoVardis silver award showcase our dedication to minimising environmental impact.

Even the way we hire is for the greater good. Our award-winning AI driven recruitment process not only ensures we attract and hire the best talent, but it provides a detailed performance report to each candidate highlighting their strengths, as well as actionable coaching tips. 

As part of the Dee Set Group, Tactical Solutions proudly holds the title of the UK's first and only B Corp certified field marketing agency, emphasising our commitment to social and environmental responsibility. They are also currently the holders of the FMBE Awards Agency of the Year title - a true testament to our dedication to excellence and innovation.

Dee Set Logistics Ltd/Dee Set Confectionery Ltd, trading as Dee Set, registered in England, Scotland and Wales. Registered No: SC208421/04297287.Vat No: 896110414.