• Spritz Marketing & PR

A changing of the guard at Jeroboams

Updated: Aug 3, 2020

For immediate release - London, 2nd June 2020

Jeroboams, London’s Local Wine Merchant, has announced changes to its senior management team.

Hugh Sturges will be stepping down from his post of Chief Executive from the end of June. Sturges, who joined Jeroboams in 2015, was appointed to reinvigorate and grow the Jeroboams brand and business. In this time Jeroboams has increased revenues by 30%, rebranded and increased the retail estate, invested in back office systems, restructured management and enhanced career development, developed a mobile-focussed web site and returned the group to profitability.

From July, Matthew Tipping will take on the role of Acting Chief Executive. Tipping joined Jeroboams as Commercial Director in September 2016 and has been instrumental in restructuring and strengthening the retail and fine wine teams and growing the fine wine business. With a sharp focus on the customer journey, the new Jeroboams website is the product of this initiative. Tipping plans to continue to build on the successes that Sturges has implemented continuing to grow and develop the business. A further priority will be to focus on Jeroboams Trade, aiming to establish themselves as a key London on-trade supplier.

Sturges commented “I have thoroughly enjoyed the challenges over the past five years or so and feel the measures we’ve put in place have ensured that I am handing over a stronger business. Jeroboams is a company now built on firm foundations and one with a growing reputation both in the local communities we serve and in the wider world of private account, trade and product led agency business. I could not be happier that Matt will be taking over; since being with the Company he has been instrumental in helping drive the Company forward and I have no doubt that he will continue to do so.” Sturges added that he will not be leaving completely as he will continue as a non-executive director for the foreseeable future. “I look forward to seeing where Matt and the team take the business over the next few years.”

“I’m delighted to take on the position after a sustained period of growth for Jeroboams and at this pivotal time in the UK” added Tipping. “Despite the pandemic creating huge challenges for the business in 2020, our focus still remains unchanged as we continue to serve our private, trade and shop customers with the best products from the most interesting producers in the best shops in London. However, our path to achieve this is more flexible this year and we have improved the way we sell, market and promote our brand, as we continue to innovate, yet stay close to our customers. I look forward to working with the passionate, knowledgeable Jeroboams team to take the business to the next stage as we work hard to maintain our position as one of the leading independent retailers in London.”


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Notes to Editors:


  • All Jeroboams staff are currently travelling to work on foot, bike or by taxi to ensure their safety and that of our customers

  • 10% of the Jeroboams rosé promotion in May will be donated to D&D, a London based restaurant group, who are currently supplying 1300 meals a day to University College Hospital, West Middlesex Hospital and ambulance staff (paid for by donations and their own funding).

  • Jeroboams have gifted over 100 bottles of wine and champagne to the team at the NHS Nightingale Hospital as a small gesture of thanks to those individuals in the NHS training departments

  • Jeroboams regular email correspondence to trade customers and private clients has included a useful link to the on-trade customers who are still open and trading, or have a unique proposition:

  • Full details on opening times for all shops can be found here:

  • Free delivery has been extended from local delivery to those over 70 within the M25 (minimum six bottles)


  • Founded in 1985 by Peter Rich, Jeroboams began in retail, offering an extensive and exciting selection of fine wines and champagnes complemented by a unique selection of specialist cheeses and charcuterie. The aim is to continually exceed the customer’s high expectations. Jeroboams now proudly operates seven specialist wine shops plus its flagship food and wine outlet, all based in London’s central boroughs.

  • The famous green shops are the heartbeat and the heritage, and they are key to Jeroboams being seen as ‘London’s local wine merchant’. Fusing traditional wine savoir-faire with a modern approach to design, service and presentation each shop is at the heart of its own local London community.

  • Jeroboams have a highly successful history of procuring and selling an extensive range of wines. The group pride themselves on an ability to find the most interesting wine, covering an extensive range, sourced at the most competitive price, to meet the ever-changing tastes and demands of the customer.

  • The Private Sales team and Buyers are the driving force behind the Jeroboams Fine Wine Department. Their goal is to source the customer’s perfect case of wine in terms of taste and price. If you can’t find the wine you’re after, you can be sure they can, and they’ll deliver it in perfect condition.

  • Jeroboams are proud to be a part of the modern fabric of London, a local wine merchant retaining the values of the great city and working within its unique communities.

  • In 2018, Jeroboams Trade became the new name for the distribution arm of the Jeroboams Group. Formerly Laytons Wine Merchants, Jeroboams Trade is a wholesale business providing on-trade and corporate customers their portfolio of fine wines and spirits. Laytons Wine Merchants will continue, but only as an importing agency.

  • 2018 (February) – Jeroboams received the Drinks Retailing Award for Small Chain of the Year with the judges citing “2017 was a year of reinvention for Jeroboams, which refurbished all six stores to stunning effect. The new-look stores perfectly cater to the modern consumer but have lost none of their charm or essential character.”

  • 2018 - two new shops were added to the portfolio at High Street Kensington and Muswell Hill.

  • 2020 – new website launched