Advantia - Celebrating 35 Years of Success and Innovation

For 35 years, Advantia has been a pioneer in the business supplies sector, driving innovation, fostering collaboration, and supporting its network of dealer members and supply partners. Founded as a purchasing group, Advantia has continually evolved, introducing new initiatives to strengthen its members' businesses while maintaining a strong focus on service, trust, and sustainability. This article explores some of Advantia’s most notable milestones, insights from its leadership, and a look into its future vision.
 

BOSS: Can you share any key milestones or achievements that stand out from the past 35 years?

AD: Advantia has consistently led the way in the industry, setting new standards and creating fresh opportunities for our dealers and supply partners. Our journey began as a purchasing group with the development of our own-brand product line, COSTS. We were among the first to produce comprehensive catalogues and marketing materials, directly involving our members in product selection to meet their unique needs.

Throughout the years, we’ve continually adapted and grown. A pivotal moment was our collaboration with Europa and Supply Chain Fusion, which allowed Advantia to become the first group to have its own-brand items stocked by a major wholesaler—Spicers at the time. Another game-changer was our partnership with Truline, which transformed the industry’s delivery model, allowing our members to focus on growth and customer service.

In 2017, after experiencing service disruptions, we switched back to Spicers as our primary wholesaler. Later, in response to Spicers' collapse during the pandemic, we formed a strategic partnership with Exertis Supplies in 2020, creating a model that serves all our members—whether they’re stock-holding or stockless. This collaboration has enhanced the entire supply chain, underscoring Advantia’s commitment to sustainable, industry-leading partnerships.
 

BOSS: How has the business supplies industry evolved over the last 35 years, and what changes have had the most significant impact on Advantia and its members?

AD: Over the past few decades, the business supplies industry has shifted from primarily offering office products to providing virtually everything needed in the workplace. Our members specialise in different areas, creating unique expertise within our group. This mutual trust allows members to collaborate and share resources, resulting in a stronger, more knowledgeable community.
 

BOSS: In what ways has Advantia adapted to technological advancements and shifts in consumer behaviour over the years?

AD: Recognising the trend towards digitalisation, Advantia anticipated the shift from physical catalogues to online ordering, particularly following COVID-19. To meet this need and offer members the best tools, we partnered with Comgem, a cutting-edge e-commerce developer, to provide a fully customisable online platform for our members.

This online solution has allowed our dealers to present their brands in a unique way, supporting not only Advantia members but also businesses outside our sector. The flexibility and scalability of this system have given members the tools to maintain a competitive edge as technology and customer expectations continue to evolve.
 

BOSS: How has Advantia’s membership base changed over the years?

AD: While our membership numbers have remained relatively constant, we prioritise quality over quantity. We carefully select dealers aligned with our values and who benefit from our expertise. This commitment has also extended to nurturing and supporting startup businesses, providing them with the guidance needed to thrive.

Every member, regardless of size, is valued and supported. Our members all have a voice and are actively encouraged to contribute their ideas and expertise to strengthen the Advantia community.
 

BOSS: How does Advantia specifically support its dealer members in terms of resources, training, and business development?

AD: Understanding that each member is unique, we create tailored programmes to support individual needs and goals. Our team, many of whom previously worked for Advantia members, bring an insider’s perspective on what dealers need to succeed. Clare and Steve, instrumental in establishing the Advantia-Truline model, now apply their expertise to enhance the Advantia experience from both the dealer and supplier sides.

We pride ourselves on producing top-quality marketing materials, with Laura and Fiona designing brochures that our partners describe as some of the best they’ve seen. Additionally, Fiona's skills in cross-coding allow members to meet tender requirements quickly and accurately, which is highly valued by our members.

Training is another cornerstone of our support, as we work closely with suppliers to ensure our members are fully equipped to succeed in new product areas. The personal connections we foster allow us to provide both members and suppliers with the insights needed to address specific challenges and opportunities.
 

BOSS: Can you discuss any initiatives or programmes that have been particularly successful in fostering collaboration among dealer members?

AD: Our online Community intranet fosters collaboration, offering a ‘Members Collaboration’ directory that enables members to find and connect with others who possess specific expertise. Members frequently collaborate on projects, such as multi-site furniture installations or offering personalised workwear services. This spirit of cooperation and trust is what makes Advantia a true family, where members and suppliers alike feel valued and supported.

 

BOSS: What is Advantia's vision for the next 5 to 10 years, and how do you see the organisation evolving?

AD: Our future vision includes targeted growth in membership and expanding our supply partner base with carefully selected providers who bring unique value to our existing offerings. Sustainability will continue to be a key focus, and we’re committed to helping members advance their environmental initiatives.

Flexibility is also essential to our approach. The rapid changes of the past few years have reinforced the need to adapt quickly, and we’re constantly evaluating and refining our strategies to anticipate industry shifts.
 

BOSS: Are there any new initiatives or projects on the horizon that you are particularly excited about?

AD: We’re exploring new partnerships and technology solutions to further streamline operations and enhance member capabilities. While details are still in development, we’re excited about opportunities to expand member services and introduce tools that make our community even more robust and competitive.

 

As Advantia celebrates 35 years of success, the organisation remains dedicated to fostering a supportive, innovative environment for its members. With a focus on sustainable growth, technology adaptation, and member collaboration, Advantia is well-positioned to continue supporting their Members in the business supplies industry. Through the strength of its partnerships and commitment to its members, Advantia looks forward to building on its legacy for many years to come.