Meet the MD: Alex Crofts of Crofts & Assinder

Meet the MD: Alex Crofts of Crofts & Assinder

As CEO for premium handle and architectural fittings designers and producers, Crofts & Assinder, Alex Crofts is responsible for the growth strategy of the business both in the UK and internationally. BQ caught up with him about his day-to-day working life.

What is it the company does?

We pride ourselves on being able to design and produce a wide range of traditional and contemporary products for the kitchen, bedroom and bathroom industry. The export market plays a significant role in the business and our product offering has expanded to overseas customers over the last few years.


What do you believe makes a great leader?
Honesty, integrity, drive and understanding.


What has been your biggest challenge in your current position?

The biggest challenge was managing the business during the recession. It was a very difficult time but I had no choice but to be patient and push forward.


How do you alleviate the stress that comes with your job?

For me, it’s about spending time with my family and doing regular exercise. I enjoy participating in triathlons and running events. I think it’s important to make sure you have a balance and switch off from work outside of the work place.


When you were little, what did you want to be when you grew up?

I wanted to be everything from a policeman to a vet. As I got older, I decided on a role in HR. I had several jobs before taking over the family business from my father, Guy Crofts.


Any pet hates in the workplace?

Rudeness and laziness.


Where do you see the company in five years time?

I would like to think the business would have grown significantly both abroad and in the UK. To get there, we must invest in the team and expand our services to customers so that we can grow the business overseas. Ultimately, we want to be recognised as an international distributor.


Give us a brief timeline of your career so far

I started my career at Ford Motor Company in 1998 on their Graduate Programme where I undertook several roles including human resources, business relationship management, training and purchasing. In 2003, I moved to American Express, where I specialised in recruitment and employment relations consultancy before I was asked to join the family business in 2007.


What advice would you give to an aspiring business leader?

It’s really important to learn your trade and to work in other businesses. You need to know as much as you can about the market and the industry you want to be a business leader in. Make sure you have confidence in your ability and that the approach you are taking is right for your business.