As Geoff Watson and Gordon Lyall mark their 30-year milestone with Doree Bonner International, they reflect on a remarkable journey of growth, adaptation, and resilience – from humble beginnings in a portacabin to leading one of the UK’s top moving and storage companies.
Geoff Watson and Gordon Lyall are celebrating 30 years at the helm of the Doree Bonner International Group, the moving business they purchased in November 1994. Their journey began at the Hoults Group, which was then acquired by Pickfords. By the late 1980s, they were both in senior leadership roles, but aspiring to own a business – a dream that materialised in 1994 when the pair purchased Doree Bonner, the respected firm set up as Bonners of Welling in 1929.
Building through acquisitions
Watson and Lyall set their sights on expanding the business through acquisitions of well-regarded, locally run firms, with owners who wanted to preserve their legacies. They strategically acquired companies including Richman Ring, Chapmans, Express, Jordan & Jarrett, and John Duncan, and moved into purpose-built headquarters in Dartford in 2000. The approach not only strengthened Doree Bonner’s presence across the UK but also enhanced its reputation for quality and reliability.
The financial crash of 2008 posed challenges, but the company adapted by diversifying into niche markets, ultimately helping the Dartford branch grow fivefold. By 2014, Doree Bonner had a fleet of 70 vehicles and more than 180 employees, cementing its status as a leader in the moving and storage industry.
A significant milestone came in 2003 when Doree Bonner achieved FIDI FAIM certification. This recognition played a pivotal role in driving the company’s international business forward, solidifying relationships with global partners, and boosting credibility with private clients and corporate HR managers alike. This accreditation has proven invaluable as it allows Doree Bonner to participate seamlessly in the global moving process, ensuring they remain competitive in international shipping.
Investment and expansion
In 2017, recognising the need for external investment to secure future growth, Watson and Lyall partnered with Amin Amiri, founder of a2e Industries. This collaboration marked the beginning of a new chapter, with both taking on joint CEO roles. The partnership also saw the appointment of Jason Herbert, an experienced professional from Excess International Movers, as Group Managing Director, and Simon Norrington as Group Financial Controller. These strategic additions to the management team laid a strong foundation for sustainable growth.
Under the new leadership structure, the company acquired Luxfords of Weybridge in 2019, a family-run business that maintained its identity while benefiting from Doree Bonner’s extensive resources. This acquisition strengthened the group’s service offerings in Surrey and beyond.
Global challenges
Navigating the COVID-19 pandemic brought unprecedented challenges, but Doree Bonner’s leadership team quickly adapted to the new landscape. They implemented a centralised model that enabled remote work and enhanced operational continuity. Reflecting on this period, Herbert said, “The resilience of our employees has positioned us to be stronger, leaner, and more agile.” This agility helped the company navigate the lasting impact of global disruptions, including Brexit and the rise of remote working, which required innovative approaches to international shipping and operations.
Doree Bonner has also made significant strides in sustainability and social responsibility. It launched an ethical recycling service for commercial clients, expanded its fleet of electric cars, upgraded to LED lighting, and adopted paperless processes—initiatives that underscore its commitment to environmentally responsible practices. In 2023, the company introduced confidential support services as part of a 24/7 employee assistance programme, demonstrating its focus on employee well-being.
Reflection and the future
As it celebrates its 30th anniversary, Doree Bonner continues to innovate and expand, focusing on strengthening its team and developing the business. “It’s been an incredible journey – from a portacabin above a gun factory to 11 top-tier facilities across the UK,” says Watson. “Our acquisitions have allowed us to bring on board some of the most-trusted companies in the industry. I’m deeply grateful to our dedicated staff and our global partners, whose support has helped solidify Doree Bonner’s reputation as a leader in the international moving industry.”
Lyall adds: “Each of our acquisitions aligned with our standards and values, positively impacting operations and customer service. Bringing Jason on board, and establishing a private equity partnership with a2e in 2017, strengthened our foundation and set the stage for sustainable growth. The expertise of our board has been instrumental in expanding our reach and fulfilling our vision.”
Herbert reflects on his journey since joining Doree Bonner: “After conversations with Geoff and Gordon, I was certain Doree Bonner was the right place to lead a quality moving and storage network. I couldn’t have anticipated the challenges that would come with Brexit, the pandemic, and global disruptions, all of which have really tested my leadership mettle. But with strong support from Geoff, Gordon, and our amazing team, we’ve come through stronger. The opportunity for me to reshape the business, build an agile structure, and work with the best team in my 37-year career has been incredibly rewarding, and we are very much looking forward to the next chapter. Without a doubt, there will be more interesting growth opportunities around the corner.”
Picture left to right: Doree Bonner’s management team of Gordon Lyall, Jason Herbert and Geoff Watson
An edited version of this article appears in issue 316 of FIDI Focus magazine.
