New Bira Appointments

The British Independent Retailers Association (Bira) has strengthened its Bira Direct buying group team with two major new appointments: Claire Leigh as trade marketing manager, and Lisa Richardson as sales support and business development executive.

Claire and Lisa bring a wealth of retail and marketing experience that will directly benefit Bira’s community of independent retailers. Their roles will focus on enhancing member communications, supplier relations, promotions, and overall support.

Claire joins Bira Direct following more than 30 years’ experience of working in marketing and retail roles, most recently as the owner of award-winning Surrey independent gift shop Two Ducks in Woking.

“Claire and Lisa are outstanding hires for us, who clearly share our passion for the independent retail sector”

Bira Direct managing director Jeff Moody

She said: “I’m absolutely thrilled to be taking on this new role at Bira Direct. Having been an independent retailer myself, I understand the challenges these businesses face and how important strong supplier relationships and effective marketing are. I look forward to utilising my experience to provide Bira members with the resources and promotions to help them succeed.”

Delhi Fair 2024

As trade marketing manager, Claire will be responsible for the Bira Direct website promotions hub, co-ordinating member promotions, managing the B2B platform, and facilitating supplier partner communications.

Lisa has over 25 years of experience in the DIY and hardware industry. Her main focuses will include following up on email campaigns, processing review forms, monitoring changes, and managing member communications.

She commented: “After many years in the supplier side of the industry, I’m excited to take on this new challenge of supporting independent retailers directly. Bira Direct’s mission of empowering businesses by providing access to great suppliers, terms and marketing resonates with me. I can’t wait to get started by helping our members maximise the benefits available to them.”

Bira Direct managing director Jeff Moody added: “Claire and Lisa are outstanding hires for us, who clearly share our passion for the independent retail sector. Their collective skills and insight will be pivotal in elevating our service levels and ensuring our members have the tools and resources they need to thrive.”

Bira Direct is the buying group tailored specifically for independent retailers by Bira, the long-standing advocate for independent businesses. As a member-owned group, all profits get reinvested to support independent retailers like specialised supplier access, credit terms, exclusive discounts and more.

For details on joining Bira Direct, visit

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