Celebrating 40 years of SASGO
This year, SASGO proudly marks 40 years in the flooring industry.
While the SASGO name is a more recent chapter—introduced just four years ago—our story began back in 1985. What started as a modest trade counter has grown into a nationwide flooring distributor with locations and distribution hubs in Scotland and the South of England, and a dedicated sales team covering every corner of the UK. Over the decades, we’ve evolved in name and scale, but the core values that shaped our beginnings have never wavered.
At our heart, we’re a people-first business, committed to supporting the flooring trade and keeping projects moving. This milestone is not only an opportunity to reflect on our history but to celebrate the individuals, partnerships, and progress that have defined SASGO for the past 40 years.
From Family Business to National Presence
Managing Director Neville Smerdon has been part of the business for more than two decades. In a recent video marking the occasion, Neville shared personal insights into SASGO’s journey:
“My father started the business in 1985. I remember seeing both my parents working tirelessly to build something from the ground up. I had the privilege of joining the business straight from school, and as you’d expect in a family business, I’ve done a bit of everything—from sales to delivery, finance to marketing. But what I’ve enjoyed most is working with the team—they’re the backbone of everything we do.”
Today, SASGO stands as a forward-thinking, award-winning business, but our values are still rooted in that same family spirit. We’re proud to have remained independent and family-run, with a deep respect for the people who have helped shape our success—from long-standing team members and loyal customers to our trusted supplier network.
“Keeps The Project Moving” – More Than a Tagline
Whether you're speaking with our sales department, customer service team, or logistics staff, the aim is the same: to provide the support, flexibility, and reliability that flooring contractors depend on to keep their projects running smoothly.
Sales Director Reuben Gibson, who has been with the company for 17 years, echoed this sentiment:
“Our relationships with people—both internally and externally—are everything. People buy from people. The business is only as strong as the team behind it, and at SASGO, we’ve built a culture that really puts people at the centre of everything.”
Our DNA is customer support. Our tagline is ‘Keeps The Project Moving’ and it’s more than a slogan—it’s part of who we are.
Built on People for People
At SASGO, we’re proud of the infrastructure and innovation we’ve developed, but we believe our strongest asset is our team. It’s their commitment, adaptability and passion that have allowed us to grow and evolve alongside the industry.
Marketing Executive Eoghan Herriot shared how that commitment extends into staff development:
“One of our biggest strengths is our people. There’s a real emphasis on training and giving people the tools they need to grow. Personally, I’ve been supported through a marketing diploma—something I wouldn’t have managed without the backing of the business. The pace of change in the industry excites me. One of our core values is being dynamic, and I think we do that better than anyone.”
That pace of change is reflected in our systems too. Key Account Manager Hayden Bazlinton highlighted how improved structure and consistency are key to providing reliable, quality service:
"We solve problems, we build long-term relationships, and we reduce the stress often associated with sourcing and supply. We sell quality, and we sell to quality. Our customers are fantastic.”
Customer service is where many of those relationships are built, and for Autumn Smerdon, that’s what makes the work so rewarding:
“Since I joined SASGO, the business has grown massively. We’ve seen the scale of the projects we work on increase significantly, which really benefits both us and our customers."
Pushing the Boundaries and Looking Forward
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As we’ve grown, we’ve remained committed to minimising our environmental impact. We’re proud to be the UK’s first carbon neutral flooring distributor, leading the way in sustainable practice within our sector. Our delivery fleet holds FORS Gold Accreditation, and we’ve been recognised with Green Apple Awards and named Recofloor Distributor of the Year for our recycling and waste reduction efforts.
We understand the role distributors can play in driving positive change, and we work closely with our suppliers and customers to promote responsible practices across the supply chain. You can read more about our sustainability initiatives here.
After 40 years, we’re as ambitious as ever. We’re investing in our people, upgrading our systems, and looking at how we can continue to support flooring contractors across the UK in smarter, more efficient ways.
And while we’re proud of what we’ve achieved, we’re even more excited about what lies ahead. The flooring industry never stands still—and neither do we.
Reaching this milestone wouldn’t have been possible without the support of the people around us.
- To our suppliers – thank you for your partnership, innovation, and shared vision.
- To our amazing team – your dedication and talent have brought SASGO to where it is today.
- To our incredible customers – your trust, loyalty, and drive continue to inspire us every single day.
Here’s to 40 years—and the exciting road ahead.
