Sweet Dreams’ longest-serving agent retires

Dave Lloyd, who was Sweet Dreams’ agent for the Midlands, has retired. His work for the bed and furniture manufacturer extended well over 20 years, making Dave the company’s longest-serving agent.

Riaz Ahmed, Sweet Dreams’ founder and MD, says: ‘Dave has been part of Sweet Dreams for almost as long as the company has existed, and during that time he has been responsible for raising our profile, increasing our sales and extending our product coverage in the Midlands. He has done a sterling job. However, we will miss him just as much for his strong sense of humour, his loyalty and his warmth. We wish him every happiness in his retirement.”

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Dave wrote an open letter on his retirement after he was asked for more information about his career. As well as containing Dave’s own sentiments about his work within the furniture trade and his work with Sweet Dreams, it might interest and amuse the industry he is leaving behind:

“I started as a sales representative at the age of 23 with the Beecham Food Group selling Lucozade, Ribena and Coca Cola. Previous to joining Beechams I’d had numerous jobs, from gents’ hairdresser to HGV driver – in one three-year period I had 18 jobs, but couldn’t settle to any of them.

“Once I got the bug for selling I realised that this would be my career (nice shiny company cars and an expense account helped with this decision). I would have stayed with Beechams as they were a great company to work for, but my wage was £2800 per year plus incentives and a Hillman Hunter car. My future wife Sandie, who I’d just met, was with the Parker Pen company and had a salary of £6400 and a Vauxhall VX490 – no way could I remain earning less than half of what my future wife was on, and with an inferior car. So I started looking to improve my lot.