Meet the Team


Becki – Managing Director

Becki has worked for Denim Nation since 2003, starting on the shop floor. She is now the Managing Director of the business and is key in overseeing the growth and development of the business.

"Outside of work, I love keeping active and enjoy all types of exercise, especially yoga and taking my two sprockers out for their daily walk. I am at my happiest when I'm spending quality time with my family, they are my world."


Byron – Brand Manager

Byron has worked for Denim Nation since 2022. It’s his job to make sure our website content is up-to-date for our customers, and to make sure our products can be found easily on search engines.

"I work from home with Cilla Pig who you can see below. We can usually be found walking and getting outside into the fresh air. I love eating, anything! Curry, tapas, Chinese... I am also trying my best to learn Spanish."


JJ – Customer Champion

JJ joined us in Summer 2022 as our Customer Champion. If he's not driving to and from our retail store, we'll pin him down to model a few new arrival products for our social media posts.

"If I'm not working, I'm recording music or spending time with my family and the people closest to me."


Lara – Operations Director

Lara took on the role of Seamstress since the introduction of tailoring bespoke leg lengths. She now also assists with dispatching and restocking the warehouse. If she's not crafting and organising at work, she'll be crafting at home.

"I love entertaining my family of boys, walking our rescue dog, reading in the sunshine, or when the house is quiet indulging in crafty pursuits to donate to charitable events."


Luke – Founder & CEO

Luke Conod is one of Herefordshire's most notable entrepreneurs. Luke founded Denim Nation with his parents in 2001 using his endless knowledge of the city and his skills running previous businesses. As ex-president and current member of Hereford Elgar Rotary, Luke has a wealth of connections and respect within the local business community. As well as keeping us all busy in the office, Luke has travelled around the world supporting charities. He always has a refreshing, new, innovative idea ready to release into the business world.

"I like to get away from the hustle and bustle of the business, whether it be a long walk with the dog, a few days away with my family and friends or a blast on the bike, or a few beers with friends!"


Paul – Technology Director

Paul has designed, built and maintained all of Denim Nation's websites since we started selling online in 2001, as well as looking after all our computer equipment. He has been interested in computing since the early 80s and website design since the mid-90s. He lives and works in Cardiff, but visits us regularly for business and pleasure.

"When I'm not working with modern technology I enjoy playing around with vintage technology, especially vintage radios."


Sam – Marketing & Finance Manager

Sam joined us in 2014, and since then has dabbled with answering phones, posting and all-round office admin! She now manages the Finance Department and assists with photo editing, social media posts and other office duties.

"In summer, you'll find me singing in a band with my husband and friends. When I'm not singing or playing guitar, I enjoy video games, digital drawing and everything else creative!"


Will – Head of Customer Service

Will joined the team in 2016 as an apprentice and quickly completed his Customer Services NVQ. He is now a fully-fledged member of the team and reached the final in two local awards for his Apprenticeship in 2017! Without Will and his seasonal themed fancy-dress, our office would be a much duller place to work!

"In my spare time I enjoy doing a variety of activities such as gaming and bowling."


Cila Pig – Chief K9 Officer

Cila is in charge of all animal welfare within the business including ensuring high stocks of kibble and Bonio are kept at all times. She also ensures that regular strokes are received by all our furry team members.


Fergus – Trouble Maker!

Fergus is a rescue dog and has been a huge bouncy part of our family since he was 10 months old. Fergus loves people, other dogs and of course food. Even non edible items have been given some Fergus customisation within our house!

"Although I think I'm very intelligent and love walks, toys and playing with my humans, there are a few fears I have like having my nails cut or reflections in windows!"


Maggie – Seamstress' Cat

Maggie is a rescue cat, who when not in bed loves to be outside in the garden chasing butterflies, she likes going on walks with Fergus the dog and sometimes brings home clothes pegs from the neighbours garden!

"When I moved in I wasn't sure how I'd get on with a dog, but it's great he lets me cuddle up to him in bed when I'm cold and even shares his food with me. Sometimes I even get the bed to myself... all I have to do is stretch out my claws a bit!"


Shadow – Stress Relief!

Shadow is a rescue cat who has lived with our Technology Director since he was 5 months old. When not sleeping, he is often found lying on the desk between the keyboard and screens, trying to push everything onto the floor. He is also known for trying to get onto his owner's lap at the most inconvenient times!

"I like trying to help my human with his work by tidying his desk, or laying on his lap when he is stressed, but he doesn't always seem to appreciate my efforts. He says I'm lazy and overweight so tries to reduce my food, but I keep pestering him until he gives in and gives me more. He knows who's in charge here!"


Tiger – Trainee Stress Relief!

Tiger is a rescue cat who has lived with our Technology Director since he was 7 years old, having been a stray for several years. He has quickly settled in and is learning from Shadow how to be annoying but adorable!

"I am gradually learning from Shadow how to help my human with his work. My favourite part of the job is laying on the mouse-mat trying to kill the mouse, but he doesn't seem to want me to do that!"

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