Taking the opportunity: Draper Tools‘ Matt Sheen talks to Lucy Dixon about leadership, loyalty and the evolving trades landscape.
From a customer service role spotted in a local newspaper to leading one of the UK’s best-known tool brands, Matt Sheen has built a career defined by timing, instinct and a willingness to take risks.
Now CEO at Draper Tools, Sheen’s journey into the industry was anything but planned. “I didn’t choose to get into this industry,” he says. After starting university, Sheen made the pragmatic decision to step away and earn money instead. That decision led him to a customer service job at Draper in the early 1990s, an opportunity that would shape the rest of his career.
Saying yes to opportunity
Sheen’s career path has been notably focused. He has worked for just three companies –returning to two of them twice, including roles at Metabo and Bosch. Progressing from customer service into sales and management roles, he eventually stepped into a major leadership position when he returned to Metabo as Managing Director. It was a pivotal moment.
“It would have been easy to be scared of going from a key account manager role to managing director,” he says. “But sometimes you’ve got to take those opportunities, they don’t come around twice.” That mindset, spotting opportunities and acting decisively, has been a defining thread throughout his career.
A changing perception of the trades
Draper Tools has recently conducted research into attitudes towards trade careers, revealing a significant cultural shift (and you can hear more about this at InstallerSHOW in June).
“When I left school, going into a trade was often seen as a fallback if you weren’t academically strong,” Sheen says. “That perception was wrong then, and it’s even more wrong now.”
Today’s tradespeople are increasingly skilled, business-savvy and brand-conscious. From professional workwear to high-spec vans and active social media profiles, the image of the modern tradesperson has evolved dramatically. “They’re switched on, entrepreneurial, and very aware of their personal brand,” he says. “They’re not just selling their skills, they’re selling their reputation.”
This shift has been accelerated by digital platforms, where tradespeople showcase their work, gather reviews and build loyal customer bases. Poor workmanship is quickly exposed, while quality work is rewarded with visibility and repeat business.
Skills that matter
Despite the industry’s transformation, Sheen believes the fundamentals of being a successful tradesperson remain unchanged. “Turn up on time, be polite, communicate well, and be trustworthy,” he says. “Then be good at your job.”
These core behaviours, combined with technical ability, are what drive repeat business and long-term success, something that’s especially important in an industry built on reputation.
The role of apprenticeships
Draper is actively involved in supporting the next generation, working with colleges, apprentices and local initiatives. The company also hosts visitors at its headquarters to introduce them to tools and applications early in their careers. “There’s real value in getting a brand into someone’s hands early,” Sheen says. “If they trust it from the start, that relationship can last throughout their career.”
He also highlights the importance of allowing young people time to make informed decisions about their future. “There’s no rush. If someone wants to go into a trade, train properly, get qualified and build a long, sustainable career.”
Innovation and competition
In an increasingly crowded tools market, innovation is critical. Sheen acknowledges that Draper has shifted its approach in recent years, placing greater emphasis on product development, quality assurance and customer feedback. “We’re really embracing innovation now,” he says. “We’re working closely with partners and listening directly to end users to improve what we do.”
Trade shows like InstallerSHOW remain a key part of that process, offering valuable face-to-face interaction that digital channels can’t replicate. “When someone can pick up a product, use it and give instant feedback, that’s invaluable. And the important thing is we’re in a position to act on that feedback.”
Looking ahead with optimism
While economic pressures and material costs continue to challenge the construction sector, Sheen remains optimistic about the future of the trades. “If I was a tradesperson, I wouldn’t be worrying about AI laying bricks anytime soon,” he says.
Demand for skilled labour remains strong, particularly among smaller operators handling home improvements and extensions. However, he stresses the need for broader support to unlock growth, particularly in housebuilding and infrastructure.
“We need confidence and fewer barriers to development. The demand is there, we just need the environment to support it.” For Sheen, the outlook is clear: the trades are not only resilient but increasingly attractive as a career path.
And for those considering it, his advice echoes the philosophy that shaped his own journey, recognise the opportunity, and take it.
Contributors
Lucy Dixon (author)
Lucy leads on InstallerBUILD content, as well as engagement for InstallerSHOW. She has a background in journalism and a wealth of experience in events, publishing and social media.
