Following our feature on the Sales Office, we are now going to turn the spotlight on our Business Development Managers (BDMs) who make up our external sales team. At Barons, our BDMs are the architects of development, steering our company towards new opportunities and driving our expansion. These professionals play an important role in our business, nurturing client relationships, exploring untapped markets, and identifying new strategies to fuel our growth. Each manager brings a unique blend of expertise, knowledge, and a deep understanding of our clients’ needs and the contract furniture industry, ensuring that every partnership is built on trust and mutual success – get to know them here!

Dean Booth Dean Booth

Role: Business Development Manager (covering the North West, Midlands, Yorkshire, Cumbria, and North Wales)

Dean has over 32 years of experience providing furniture solutions to the Healthcare, Local Authorities & Challenging Environments sectors. His role includes exploring new business opportunities, display van presentations, and project managing large projects that exceed customer expectations. Dean has a fantastic team supporting him with all his major and developing accounts.

Fun Fact:  “I like to travel, with my favourites being Barbados and South Africa. I am also a keen footy fan (a huge Liverpool supporter)”

Values: respect, integrity, empathy & teamwork

Lawrence Easley Lawrence Easley

Role: Business Development Manager (covering the South of England)

Lawrence advises our Care Home and Retirement Living customers on furniture and fabric choices, which brighten and add value to their establishments. Lawrence puts to use his wealth of knowledge gleaned over 30 years in the interior design environment, specialising in furniture, furnishing fabrics, room layout, and coordination. He will listen to your particular furniture and soft furnishing requirements, and budgets, and can visit you with our unique display van, which enables you to see (and sit in) actual pieces of furniture and view appropriate fabrics.

Fun Fact: “When not at work, I go out walking with my wife, Sarah, and golden retriever, Atti”

Martyn Dunn  Martyn Dunn

Role: Business Development Manager (covering South Wales and the South of England)

Martyn has been working in the Care Industry for the last 21 years, firstly for a medical supply company supplying care homes where he was also a COSHH trainer, and for the last 7 years, he’s been lucky enough to work for us here at Barons. Martyn enjoys his role at Barons as it’s so varied, especially when going out with the display van to give the residents a chance to try our chairs before they purchase and engage them in design and fabric choices.

Fun Fact: “Outside of work I’m married with two Ragdoll cats, Jake and Milo. I enjoy cycling and still race when time and fitness allow”

Darren Whiteside Darren Whiteside

Role: Business Development Manager (covering Scotland and the North East)

Darren develops new business and provides services to existing customers in Scotland and the North East area. His favourite part of the job is helping create more enjoyable environments for customers and their residents.

When not at work, Darren goes road cycling, eats out, and binge-watches box sets.

Fun Fact: “I absolutely detest beetroot”

Values: reliability, creativity, and integrity


As we conclude our spotlight on the external sales team, we trust you've appreciated a closer look at the dedication and expertise that underscore our approach to building strong, lasting relationships with our clients. To get acquainted with everyone who contributes to Barons’ success, you can meet our complete team here. If you're keen to discover more about how we can assist in your next project with our bespoke furniture solutions, we invite you to arrange a no-obligation display van visit and have the opportunity to meet one of our BDMs in person. Please book a visit through our office on 01253 741940 and let us demonstrate the difference our personalised services can make.