Simon's 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 understand the operation 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. They found that businesses constantly needed detailed data and information about their operations but were not sure how best to utilise the data once they had it.

Simon Hedaux

"My mix of practical experience and academic know-how allows me a unique insight into retail problem solving, whether that’s from a customer and colleague’s perspective or a cost control and efficiency standpoint.

"I believe that understanding the impact of a company’s major decisions on the behaviours of the colleagues affected, plays a crucial role in ensuring the correct language and delivery are used throughout the implementation process, and this is where I can help."

Simon's Journey


At the start

From shop floor to Manager to Head Office.

Climbing the ladder

Overseeing the productivity and resource management projects for a large DIY retailer.

A change of scene

Started a Workplace Systems leading a vendor team and implementing Workplace solutions into a variety of organisations and cultures.

At the start

4 year stint for Boots running the productivity department with a focus on cost management for the pharmacy and retail side of the business.

Planning big things

Consultancy for other firms while ideas about ReThink were stirring.

At last!

ReThink launched in 2011 and since then has helped many brands improve their productivity. Simon’s vision and practical approach led to the creation of the ReTime data capture app and innovative online pace rating clinic.