About Us

New Channel Developments was started by Sheridan Chaffey in 2005, based on over 25 years in the retail trade. Our expertise lies within high street retail, catalogues, supermarkets, TV shopping, and wholesale. We help clients find new sales channels at costs far below the cost of employing someone.


I'm a sales professional having worked in a global ‘Big 4’ accounting firm as well as an award winning tech start up.  Driving sales and growth in the retail sector including UK supermarkets and department stores as well as FMCG brands such as Nestle and Unilever.

My background encompasses B2B and B2C marketing campaigns, using analysis and reporting to identify and target key markets.  Having worked with a tech start up, establishing a sales team and strategy, a solid sales pipeline including Aldi, Mondelez and Tesco...

I've gained an extensive sales and communications skillset across a broad range of companies with particular experience in early stage through to sustainable business.


Hi I’m Sheridan and I founded NCD 15 years ago (Gosh, was it that long ago?!) having previously worked in various Managing and Sales & Marketing Director-level roles in several major blue-chip companies.

I love helping the under dog, and when it comes to selling new products and services, they certainly face an uphill battle... which makes the challenge fun.

What's more with over 200 projects under our belt over the years, there is bound to be something we've done that will help the next project make a decent start.

Sheridan Chaffey


The one with the creative eye, and the background in Eglish literature and English language. I can help you with marketing copy.

I love the visuals and often get stuck into creating digital marketing campaigns, especially email marketing - for which we use our contact database of over 25,000 contacts.

I can also help build and maintain brand image on social media platforms. Particularly useful if you're still a fairly young company.


We are fans of a database product called Act!, and it's the reason we can do these projects!!!

It's what we use to store over 25,000 records of retail and commercial contacts. Names, job titles, previous correspondence, and a record of all our emails and phone calls.

Not to mention driving eMarketing, phone follow-ups and all opportunities.

It helps us do everything... except make the tea.

We have a proven capability to support clients through sales challenges. Our sales methodology will bring significant benefits in a short timescale.

We provide experienced professional sales agents to pitch on your behalf.