The Men at The Helm - Warren Seery

I’m a Chartered Accountant by profession, and I was living in London, working in the banking sector. I always knew I wanted to return to South Africa and start my own business. In 2017, my father-in-law, who was retired at the time and had over 40 years of experience in the timber industry, suggested that we pool our money and start a timber company. It made sense to combine his industry knowledge with my financial background, so I took a leap of faith and moved back to South Africa to start Coastal Timber.

As the co-owner and CEO of Coastal Timber, I’m passionate about business, customer service, and growing a company and brand that will be around for generations to come. Outside of work, I enjoy swimming, family time, and the outdoor lifestyle that Ballito offers. What I love most about Ballito is its balance. It has a strong business community while still offering a relaxed coastal environment, great weather, and an incredible quality of life.

Challenges
One of the biggest challenges that we face as we grow regionally and internationally is operational efficiency. As we grow the business, systems, people, and processes all need to evolve at the same pace. In our industry specifically, stock management, forecasting demand, and maintaining strong service levels while dealing with imported/exported products and long lead times can be challenging.

Business philosophy
My business philosophy is built around consistency, strong relationships, and long-term thinking. I believe that “really” listening to our customers shapes our business, and that conducting business with honesty builds trust over time. I’m passionate about growing Coastal Timber into a household name, which means constantly challenging the business and pushing it beyond its comfort zone. Our focus is simple: to offer the best quality, best service, and best prices to our customers.

Advice
My advice is to understand that success in this industry takes patience, resilience, and strong operational discipline. Many people underestimate the importance of systems, stock control, and customer service. Relationships matter greatly, and your reputation is built over years, not months. It’s also important to stay adaptable because markets, products, and customer expectations constantly change. If you are willing to learn continuously, solve problems, and focus on long-term value instead of quick wins, there are great opportunities in this industry.