Our Story

Combining over 50 years cumulative retail experience working for some of the largest brands in the country, such as Vodafone, Boots and Costa Coffee, ReThink intrinsically understand every facet of running a business from the bottom-up.

Created back in 2011, ReThink is the brainchild of Simon and Sue Hedaux. After spending many years working in retail and workforce management, the pair spotted a gap in the market. Businesses were caught between strategic targets and operational detail and didn’t know how to harness information on their operation to deliver their goals.

Simon, Sue and the ReThink team know how to combine detailed analysis with efficiency study and benchmarking insights to drive value and create lasting improvements.

Simon Hedaux

"My practical know how and hardheaded entrepreneurial approach to business brings a unique perspective to optimizing operating costs."

"Productivity and efficiency is about so much more than saving costs. It’s about making conscious decisions on the customer offer and constant review of the operating model to keep it aligned and deliver the business objectives."


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Sue Hedaux

"It’s never been more important for a business to make sure every penny it spends contributes to something customers value and creates differentiation for the brand."

"I love combining detailed data, benchmark perspectives and industry insider knowledge to create insights that help companies focus on what matters and reduce spend on what doesn’t."


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"My years of senior-level retail leadership and academic interest in psychology put me well placed to lead on organisational design."

"I help right size leadership teams in the rapidly changing commercial world. Using detailed role study data and my diagnostic reviews I am able to make robust, evidence-based recommendation to create the right platform for a business to achieve their goals - always remembering that leaders are more than just the most expensive role; they're key to aligning the whole organisation around the delivery of the business objectives."

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"I am a passionate ‘Time and Motion’ engineer at heart and I bring a balance of project and operations management to the team; not only in retail but also manufacturing, services, local government and logistics."

"This means I have not only had the experience of successfully delivering productivity improvement solutions to the client but have the understanding on what the output should look like to the shop floor, departmental managers and the board of directors."

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"I help by turning study data into actionable insight that business teams can apply to drive improvements for customers and the bottom line."

"Having spent over 15 years providing insights that put shoppers and consumers at the heart of consumer brand strategy and development, I now apply my passion for “digging deeper” to productivity."

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