SDEA welcomes new Director and bids farewell to Lawrence Cutler.

After 40 years at the helm SDEA Director, Lawrence Cutler has stepped down from the role and handed over the reins to a younger man. Antony Behiels has been appointed the new Director of SDEA bringing with him many years experience of the retail display industry.

Mr Behiels was previously an SDEA member and was on the Executive Council for seven years, so knows the Association well from a member’s perspective. He has a high level of digital skills and business acumen that will drive the Association to a new level of growth.

Lawrence Cutler

SDEA bids Lawrence a fond farewell. He has been the face of the Association for over four decades and has been instrumental in negotiating numerous successful partnerships for members. Cutler commented, “I have thoroughly enjoyed my time guiding the Association through the successes as well as the challenges we’ve faced in the last 40 years. I am delighted that Antony Behiels has agreed to take over from me as Director of SDEA. His youthful enthusiasm and an intimate knowledge of our industry will make him a vital asset for the Association’s future development.”
Behiels is excited to be taking on the challenge of leading the Association forward and solving the pressing

Antony Behiels sdea new director
Antony Behiels

issues for members, he says, “It is with great pleasure and pride that I take over the running of the Association that Lawrence has expertly managed for the past 40 years. I have always felt a strong affiliation with SDEA and I am delighted that I can now put all my passion to work for the benefit of our members and promote our vibrant industry. I am joining at an exciting time for the Association as we reach the final development of our new sustainability software, Convert Plus, which will be an invaluable tool for our members.”