Meet the client: Andy Baxter

Last year we were delighted to welcome Maze on board the good ship Rooster to join our portfolio of stand-out design and outdoor brands. Steering the ship for Maze is managing director Andy Baxter, who we sat down with for our latest Meet the client blog to discuss the importance of PR and marketing for Maze’s ongoing growth, his driving force and his five-year plan for the business.

What are your main responsibilities in the business?

I’m responsible for setting the vision and empowering the team to achieve our goals – whilst making sure we all keep customers at the forefront of our minds, so we can continue to delight them.

How did you get the role?

I’ve worked in the garden industry since I was 16 and had been a customer of Maze for over 13 years as a retailer, so when the opportunity arose to join the team, it made complete sense. Since then, I’ve worked across several areas of the business before taking on the role of MD.

What is your favourite thing about the company? 

Definitely the team, we have a fantastic, dedicated team who bring a great mix of skills and experience, both from within the industry and further afield, giving us a broad range of views and personalities, making it a fun environment too.

What is your favourite Maze product? 

I’d say our Regal bar set, it’s great for entertaining and the integrated firepit takes the edge off any chilly evening. Since it’s crafted in our all-weather fabric it’s the ultimate in convenience too (I can personally vouch for this as I have one at home!)

What is your most memorable career moment?

Maze being included in the Growth Index 100; it makes me proud to see the team’s effort and hard work reflected in our results, especially given the context of lockdowns and supply chain challenges at the time too.

What do you think makes a brilliant PR team?

Great media relationships coupled with an in-depth understanding of a brand’s products, to achieve top-notch, relevant coverage, along with working as an extension to an in-house team.

Why do you think PR and marketing are important for business growth?

Our marketing plan is integral to our growth and PR forms an important part of it. Ensuring customers and consumers know and choose our brand is essential, so how we talk to and engage with them is key across all channels.

What advice would you give someone interested in working in your industry?

Our outdoor spaces are massively important, with the last couple of years really demonstrating that, so taking the time to understand how each person’s space is unique to them would be a great place to start. I’d recommend looking at the diverse range of outdoor spaces and how different people and their families use them for a start.

Who inspires you?

That’s a difficult one, I’m inspired by lots of people – but I draw a lot of inspiration from my grandparents as they ran retail stores for many years and taught me lots!

Where do you see your business going in the next five years?

I’m sure the next 5 years will be exciting – with a fair amount of challenge thrown in for good measure too. We aim to become the brand of choice for outdoor living, so I’m sure increased use of technology and a host of new products will help us achieve that.