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.

In the beginning

ReThink was created back in 2011, by retailers Simon and Sue Hedaux.

After spending many years working in retail and workforce management, the pair realised they could use their experience to help other leadership teams. They found that businesses needed detailed  information about the efficiency of their operations and were often not sure how best to utilise the data once they had it. They also found that although there were plenty of companies able to provide raw data that measured performance, not many could do it all AND provide useful insight into how to use it to drive the productivity and efficiency of business.

From creating a productivity roadmap to implementing new workload budgets, identifying quick wins and improving efficiency on a role by role basis, ReThink has been there and done that and can utilise their wealth of knowledge to help any business understand what’s working, what isn’t and more importantly where they can save time and money.

Read on to find out more about the ReThink journey.

How we became the best!


Associate Director

  • At the start

    From an assistant at a Deli counter to Store Manager for a large DIY chain.

  • Climbing the ladder

    Promoted to head office to look after company controllable costs and business efficiency.

  • Applying Skills

    3 years in Regional Management for the DIY chain implementing complex integration projects.

  • A Change of Scene

    Took a well-earned break to complete a Psychology degree.

  • Joined the Team

    Joined ReThink in 2015.


Jon says,

“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.”

"My mix of practical experience and academic “know how” allows me a unique insight into retail problem solving."