Dental supplier Dental Sky reflects on its 25th anniversary and the people behind the company’s success as it reaches this milestone.
Much can change in 25 years. When the London Eye opened in December 1999, it was meant to be a temporary attraction with a five-year run. Yet, thanks to its immense popularity, it is now an iconic part of the capital’s skyline. Dental Sky is also celebrating its 25th anniversary this year and has enjoyed a similar ascension to establish itself as a permanent fixture within the dental field.
Since its humble beginnings, this family-run business has risen to become a trusted name in UK dentistry. Today, Dental Sky enters a bold new chapter, expanding to a larger, environmentally friendly facility in Ashford, Kent, with a renewed focus on its customer-centred dental supply service.
Dental Sky’s success has been fuelled more by word of mouth than by aggressive expansion. Still privately owned by its founding family (that of a dentist), the company benefitted from a clinician’s perspective. This viewpoint and independence enabled the company to freely prioritise quality over any shareholder demands, treating growth as a natural outcome rather than the primary goal.
Employee satisfaction
Dental Sky also enjoys a low staff turnover rate. With 41 employees, including four temporary staff members, every individual plays a vital role in its success. The ‘Dental Sky experience’ is central to its identity, designed to benefit employees and customers alike, creating lasting relationships that help foster trust and reliability.
Dave Lane is its longest-serving employee. He joined in September 1999, starting in the warehouse, and is now the company’s quality manager. The company veteran says: ‘Everybody here makes a difference. It’s a team effort that puts the customer at the heart of everything we do.’
With a clear focus on dentists’ needs, Dental Sky continues to cement its reputation as a trusted industry partner.
Meet the team
Below, some other Dental Sky team members share their experiences, revealing a company dedicated to customer service and collaborative growth.
‘They care for their people.’
Joe Earl
General manager
Joe Earl is Dental Sky’s general manager and has been at the company for 20 years, albeit in seven different roles. He explains: ‘The company was started by a French dentist wanting to set up a buying group to save dentists money. The same family still owns it. They care for their people, and in turn, the people care for their company.
‘A lot has changed since I joined. Back then, Dental Sky was located in a tiny industrial unit without heating, and we tracked orders with red stickers on a whiteboard. That seems funny now, given the technological advances. We’ve just moved to a beautiful, modern warehouse with energy-efficient LED lighting, electric car charging stations and soon to be installed solar panels. This expansion will significantly boost our ability to hold more stock and offer a more comprehensive selection.’
In 2020, Joe was instrumental in ensuring the company adapted when COVID-19 struck. ‘During the pandemic, we sourced PPE ethically, prioritised dentists and built lasting relationships by putting people before profit,’ he says.
The company’s ability to adapt and its strategic investment in ‘speed, dynamic search and personalisation’ of its website also earned it the titles of top-scoring and the most improved UK B2B e-commerce business in the 2023 B2B Top 50: E-commerce Report. Joe adds: ‘Dental Sky has taught me never to stop learning. I encourage everyone to provide input, as everyone here is valued.’
‘Any idea is a good idea.’
Ruby Booker
Marketing executive
Ruby Booker has served as the company’s marketing executive for seven years. She joined as a temporary hire for three months, then returned to a permanent role, which she held for three and a half years before briefly stepping away. She returned in 2021.
‘Dental Sky puts the team at the forefront, as demonstrated by its profit share bonus scheme, which encourages us to work collaboratively. It also explains the exceptional staff retention. The company believes that all employees contribute to the success of a business – for them, any idea is a good idea. The growth of the business has positively impacted individual staff members, which contributes to the place’s energy.’
‘Work collectively for the greater good.’
Kym Penfold
Business development manager
As Dental Sky’s business development manager, Kym Penfold’s job is to identify gaps in the business and bring innovation through new products, brands and services. She has been with the company for eight years in three different roles.
‘Dental Sky is “family”,’ she says. ‘It’s an adaptable company and listens to its employees. They’re keen to make changes and are open to ideas, and I’ve enjoyed being a part of its success across different departments – in purchasing and sales and now driving its development. I’ve learnt that when companies listen, employees feel valued and work together for the greater good.’
‘Everyone has a voice.’
Caroline Dabiran
Graphic designer and marketing coordinator
Caroline Dabiran is a graphic designer and Dental Sky’s marketing coordinator and has been with the team for seven years. For her, it is an incredibly inclusive workplace. She explains: ‘It’s not “corporate” at all – and I mean that positively. Everyone has a voice without any unnecessary micromanagement. There’s a “can-do” and “want-to-do” attitude, and it’s a relaxed environment to work in.’
She takes great pride in designing the quarterly Dental Sky News magazine, mailed to customers, and created the internal branding for the company’s new building.
‘I’ve appreciated the opportunity to enhance my skills for the organisation’s benefit, such as learning to create videos and digital banners and developing the company branding.’
‘Looking after your team.’
Andy Parks
Warehouse manage
Andy Parks is the company’s warehouse manager and has been with the company for 17 years. During this time, he has witnessed significant growth. ‘I am proud to have helped build our incredible warehouse team. I’ve learned that overseeing logistics means looking after your team and empathising with them – inside and outside work. They are hardworking and honest and always leave at the end of the day with smiles on their faces.’
‘Without customers, there is no business.’
Asa Fairclough
Customer support manager and IT coordinator
And the last word goes to Asa Fairclough, who has been the company’s customer support manager and IT coordinator for eight years and is now working towards a managerial role. For him, the stronger focus on customer service since he joined has been significant. He summarises Dental Sky’s approach to delivering excellent service to dentists perfectly: ‘Without customers, there is no business – care for them, and the business thrives,’ he says.
This article is sponsored by Dental Sky.
