Tuesday, 26th July 2016 marked the end of an era for Shop and Display Equipment Association when the former Director, Lawrence Cutler, bade his final farewells. SDEA members and employees both past and present gathered together at the Bluebird Restaurant, Chelsea to wish him well and celebrate his longstanding and rich history at the helm of the leading retail display organisation.


During the lunch SDEA President, Alan Pegram paid tribute to Cutler and thanked him for his 49 years’ service to the Association. He was presented with a mounted collage of the many Directories that he had published over the years, as well as vouchers for his favourite department store. In reply, 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. He continued, “I want to thank every one of you for your support of SDEA, and me personally over the years.”

With a career that spanned five decades, Cutler was instrumental in negotiating numerous, successful business ventures on behalf of SDEA members. The launch of Shoptalk and the Retail Display Directory – both still going strong today, the purchase of the SDEA headquarters in Caterham and the appointment of a collection of valuable industry partners, are all down to his hard work, skill and determination. A firm believer and supporter of exhibitions, Cutler secured some very beneficial partnerships with show organisers during his time.

The most recent being the innovative and popular, Retail Design Expo in London.

What started as a holiday job for Cutler whilst awaiting his A Level results, became a lifetime’s work and achievement.


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