In the ever-evolving world of workplace solutions, one name is making waves across Northern Ireland and beyond – Innovative Workplace Solutions (IWS). With a vision for an all-island service and an impressive growth trajectory, the dealer is quickly establishing itself as a force to be reckoned with.
The journey began with the NBM Group, which this year celebrates 40 years as the largest Xerox partner in Ireland. Primarily an IT and document solutions company, NBM has long maintained a strong connection with Xerox, evolving alongside the industry.
When former Managing Director of Xerox Ireland, Mark McPhillips, left the vendor, he saw an opportunity. He approached NBM with a bold idea: to provide a comprehensive service for print management, IT services and document management solutions.
That vision materialised in 2022 with the launch of Belfast-based IWS. Says McPhillips: “At IWS, we’re not just expanding our footprint, we’re focused on growing strategically and sustainably. Our success isn’t measured by size, but by the quality of service we provide to our clients.
“Every acquisition, every step forward is about ensuring we continue to offer the best possible solutions tailored to our clients’ needs. We believe the key to lasting relationships is listening first, understanding our clients’ challenges and delivering solutions that truly make a difference.”
Gaining momentum
It’s this ethos that interested IWS Workplace Solutions Director Rosemary Hamilton, a key figure in the dealer’s progression. As part of the initial discussions, she officially joined the business in 2023 when she and Christine Rankin integrated Red Workplace Solutions into IWS. “The goal was to create something that seamlessly covered the whole of Ireland,” Hamilton explains.
Expansion has been swift. IWS embarked on an acquisition trail, integrating businesses that align with its core strengths. “Anything we bring into our portfolio has to fit,” she says. “It started with NBM, which specialises in business machines, adding my expertise in workplace supplies and then acquiring Total Office Solutions at the end of 2023, bringing in supplies, workplace technology, graphic design, IT and AV solutions.”
But the momentum hasn’t slowed. Another acquisition is already underway, which will strategically position IWS across Belfast, Monaghan, Cork and Dublin once the purchase is complete. “It’s like looking at the UK in terms of how we’re structuring our coverage,” Hamilton observes.
Beyond geographical expansion, the company is laser-focused on refining the business model. Workplace supplies are now integrated across all locations, while AV and IT solutions have become key growth areas. The dealer has implemented an upper-tier management structure, ensuring each division has a dedicated leader responsible for maintaining consistency across operations.
Despite Brexit-related logistical hurdles, IWS has navigated the complexities effectively. “At first, it was chaotic,” Hamilton admits. “We had to adapt to new regulations, serial numbers and shipping procedures. Suppliers struggled to grasp the process, but we took charge, guiding them on how to get stock from point A to B.”
Adaptability has been crucial. “If you don’t bend, you’ll become static,” she adds. “There’s always a solution – we just find a way around any roadblocks.”
Service first
While firmly rooted in Northern Ireland, IWS has expanded its reach to clients across Great Britain and the Republic of Ireland. Many of its customers operate across multiple sites and IWS’s technology-driven model enables seamless service delivery, regardless of location. IWS simplifies business procurement, whether supplying construction teams at Wembley Stadium or managing orders via its online portal.
As growth continues, recruitment remains a priority. “Our supplies team is four strong, but we need another four,” says Hamilton.
“We’re actively hiring salespeople and account managers, but finding the right calibre of people is challenging. IWS has also introduced sales agents in Ireland and I want employees and agents who will grow with us, not just individuals seeking a pay cheque. We need top-tier salespeople who understand the business and can drive real results.”
Although e-commerce plays a role in IWS’s strategy, the company remains committed to a hands-on sales approach. “We use Office Power for tech and support and it is fantastic, but I still value personal interaction with our customers. I recently hired a salesperson with no industry experience – no ingrained bad habits, just fresh energy,” comments Hamilton.
“She’s out there promoting the benefits of our portal and showing clients how it can streamline their operations. But that essential human touch remains vital. It’s not just about transactions – it’s about building lasting relationships.”
Hamilton ensures the IWS team listens first and foremost. “I tell them to go in, conduct a thorough fact-find and needs analysis and sit and chat with the customer. After all, what you assume they want might not be what they actually require.”
This model has secured IWS a foothold with some of Northern Ireland’s biggest businesses – not because it offers the lowest prices, but because it provides the best service. “We can’t compete with the big guys on price, but our clients stay with us because of how well we look after them.”
Marketing has also been a focus, with IWS investing in digital expertise to strengthen its brand. The dealer brought in a digital marketer last year and the IWS brand is now cohesive across all platforms, from LinkedIn to client communications.
For Hamilton, success isn’t about undercutting the competition but wrapping customers in cotton wool. That means personal relationships, meticulous attention to detail and a willingness to go the extra mile – sometimes quite literally.
On the morning of this interview, she was on-site, a hard hat and high-vis jacket in place, helping a client with a major furniture order. “What they thought they wanted wasn’t what they needed at all,” she laughs.
“Classic case – measurements were off and colour schemes mismatched.” Rather than simply processing an order, the IWS team will now provide CAD drawings and a mood board to make certain the client gets the perfect solution.
Carving a path
With NBM targeting £12 million in turnover across its four divisions in 2025, growth is firmly on the agenda. But for Hamilton, it has to be the right kind of growth. “I’m very conscious that as we expand, everything needs to move forward in unison,” she says.
In Monaghan, for example, IWS has moved away from traditional retail. What was once a physical shop has been transformed into a specialist print facility, equipped with high-end Xerox presses and design services. It’s a strategic move away from walk-in sales and towards a more streamlined, scalable business model.
For Hamilton, nothing is more frustrating than being labelled a one-stop shop. “I get really indignant at that. We’re so much more. We’re a management tool that slots into a business, optimising processes and automating services. The team doesn’t just fulfil orders; they consult.
“They’re not afraid to challenge a customer’s choices: ‘Why are you buying that £99 chair? It’s not fit for purpose. Invest a little more and get the right product.’”
This level of expertise has won over major clients such as the Lisavaird Co-op, where IWS worked closely with finance directors to optimise procurement. “They realised our portal wasn’t just for ordering supplies – it was a virtual filing cabinet, storing everything for audit purposes,” Hamilton explains.
Like everywhere, Northern Ireland’s workplace supplies market is shifting, with smaller dealers disappearing as owners retire. While opportunities arise to absorb these companies, IWS remains selective. Says Hamilton: “Yes, we could take on their customer base, but does it align with what we are?” For her, it’s not just about expansion – it’s about maintaining the level of service clients expect. With a continued focus on doing things its own way, IWS is proof that success isn’t about being the biggest, it’s about being the best.
