Family Run Plum Play’s Range of Active Play Solutions in Global Demand.
Plum Play was founded by Jonathan and Diane Schaffer in 1988, they balanced their time running a successful family business and enjoying their three young children. They knew by keeping their children active it would help their imaginations run wild. Their son Paul Schaffer did his ABC’s sat on Jonathan’s handlebars as he cycled him to school or his next football match. Today Paul is the Managing Director of Plum Play and successfully leads the brand’s drive to create new fans across the world. From trampolines to sandpits, treehouses to scooters, Plum offers it all, in a fun, vibrant, and active way.
Not all Managing Directors can say they have worked their way up through the business. Paul Schaffer grew up watching his parents build a little empire. From a young age, he was picking screws, lifting, folding leaflets, and packing boxes for his family’s successful company.
Paul wondered how they struggled to switch off after a hard day’s work. Something Paul understands now. “Plum Play is my family, it’s very personal, every little screw, every little thing we do matters.” He quickly realised there is no off button. “When it’s your business, work never really stops, it comes with you everywhere. I’m always thinking about how to improve and innovate.” Whilst stressful, Paul, like his parents uses this energy to drive the business forward.
Paul’s attitude is all about hard work whilst encouraging his staff to improve “You can lead, manage but ultimately it is what you and your staff have in them to succeed that matters. If you have pride it shows, you work hard and ultimately succeed, it can’t and won’t come by itself.” It is this analytical approach and attention to detail that has made Plum the success they are today.
After studying in Sydney, Australia, Paul landed a job at Ernst Young where he put his analytical and accountancy skills to the test. Paul excelled but had ambitions to return to Plum if the right opportunity was there. In 2015 he returned as General Manager and quickly moved to Commercial Director and finally taking the helm as the Managing Director in 2019. Paul is fascinated with how business works, fixated with analysing the fundamentals “If you look after the little bits in a business, they soon add up to be big bits.”
Plum recently entered the US market. It is like chess, I knew we couldn’t afford to enter the market and break even, we had to commit and make a success of it.” Paul’s confidence and strategic planning helped Plum achieve record growth. The company is estimated to turnover more than £50m in the next few years. “The most important thing is ensuring all of our products are of the highest safety and quality. If we keep our customers happy, they come back.” Plum now trades in over 40 countries.
Lockdowns have been a shock to the industry but under Paul’s leadership, Plum continued to increase sales. “People have been stuck at home, they know they have to keep their children active and our trampolines, climbing frames, and treehouses are the perfect fit”.
Paul has worked in every area of the business and is always the first to roll up his sleeves to get things done. “I enjoy getting on the phones, packing boxes, or building, it helps me see things that I can improve. It is this unique leadership style that helps Plum continue to thrive. “I like to get involved, I know how everything is built, everything is done, and wouldn’t have it any other way, I like to be involved from the ground floor to the boardroom.”
Paul recently joined the SME council. He is keen to support businesses when he can. Paul’s commitment to creating high-quality and innovative products will continue to help his family business stay at the top of its game for years to come.
Plum Play https://www.plumplay.co.uk/