Lawrence Cutler hands over reins to new SDEA Director

After a 49 year stint, Lawrence Cutler has stepped down as Director of the Shop and Display Equipment Association, with Antony Behiels the new Director of the SDEA.

SDEA members and employees past and present gathered together at the Bluebird Restaurant, Chelsea, to wish him well and celebrate his longstanding and rich history of the retail display organisation.

What started as a holiday job for Cutler whilst awaiting his A Level results, became a lifetime’s work. Cutler was instrumental in negotiating numerous, successful business ventures on behalf of SDEA members, including the launch of Shoptalk and the Retail Display Directory, the purchase of the SDEA headquarters in Caterham and the appointment of a collection of valuable industry partners.  A firm believer and supporter of exhibitions, Cutler secured beneficial partnerships with show organisers during his time, the most recent being the Retail Design Expo in London.

Cutler said: “I feel privileged to have been allowed to lead the Association for all these years.  SDEA has been a large part of my life, but I leave knowing it is in good hands with a new Director, Antony Behiels, at the helm. “I want to thank every one of you for your support of SDEA, and me personally over the years.”

During the lunch SDEA President Alan Pegram paid tribute to Cutler and thanked him for his service to the Association.

Pictured: Alan Pegram, President of SDEA, (l) and Lawrence Cutler, retiring Director of SDEA (r)