Tom Hall, executive chairman, of South Harting-based Alitex

Tom Hall, executive chairman, of South Harting-based bespoke greenhouse and conservatory company Alitex on taking risks, lessons learnt and his proudest creation

How did the launch of Alitex come about, and how has Hampshire shaped the company’s values and way of doing business?

Alitex’s roots stretch back to 1952, when the business began as a small horticultural supplier serving growers along the south coast. By the 1960s, the company had evolved into manufacturing greenhouses for professional nurseries, many of which were concentrated across Hampshire and Sussex, a region long regarded as the heartland of English horticulture. That heritage continues to shape everything we do today. Hampshire’s rich gardening tradition and connection to the landscape have influenced our values from the beginning. Although Alitex is now internationally recognised for its bespoke aluminium greenhouses and conservatories, we remain grounded in the practical needs of gardeners and growers. Our commitment to craftsmanship, longevity and exceptional customer relationships is very much a reflection of where we come from.

What’s the biggest risk you’ve ever taken in business – and did it pay off?

Over the years I’ve acquired several businesses, none particularly large, and commercially not all of them have been successful. But success isn’t always measured on a balance sheet. One acquisition, a paint company, proved to be a logistical challenge from start to finish. Yet it taught us invaluable lessons about branding, customer perception and the importance of creating a cohesive experience around a product. Looking back, even the ventures that didn’t deliver the expected financial return contributed significantly to our culture and understanding of business.

If you were starting a business today, what would you do differently?

Not very much, actually. The journey is often more important than the destination.If I could offer my younger self one piece of advice, it would be to think even further ahead. Building a business requires patience and conviction – particularly in a world increasingly focused on short-term results. Some of our most rewarding achievements have come from decisions made many years before the benefits became apparent.

Hampshire's rich gardening tradition shapes everything the company does (Image: Alitex)

What’s the toughest lesson entrepreneurship has taught you?

The market is relentlessly honest. If you don’t have absolute clarity about why customers should choose you over anyone else, you will struggle. Businesses can become distracted by trends, competitors or internal priorities, but success ultimately comes from understanding your purpose and delivering genuine value. For us, that means creating products of enduring quality and fostering meaningful relationships with customers who share our passion for gardening and beautiful design.

What qualities matter most to you when hiring people?

Technical skills can be taught; attitude is far harder to develop.

I look for curiosity, humility and a genuine desire to contribute to something larger than oneself. The strongest businesses are communities rather than organisations, and the people who thrive here are those who enjoy learning, collaborating and helping others succeed.

What are you most proud of creating and why?

Without question, Torberry Farm. Situated in the heart of the South Downs National Park, it has become far more than a headquarters. It’s a place where craftsmanship, horticulture and community come together. Visitors often comment on the atmosphere as much as the glasshouses themselves.

I’m also immensely proud of the relationships we’ve built throughout the horticultural world.

Alitex has worked alongside leading gardeners, designers, heritage organisations and private clients for decades, and those long-standing connections are among our greatest achievements.

Alitex is internationally recognised for its bespoke aluminium greenhouses and conservatories. (Image: Alitex)

Hampshire is increasingly attracting entrepreneurs and creative founders. What makes the county such fertile ground for ideas?

Creativity flourishes in beautiful surroundings. Hampshire offers an extraordinary combination of countryside, coastline, history and accessibility. There is space to think, create and build something meaningful, while still being connected to London and international markets.

It’s a county that encourages both ambition and quality of life, which is an increasingly rare combination.

What has been the defining highlight of your career so far?

Our ambition is simple, to continue building a thriving community around gardening, craftsmanship and beautiful spaces.

Alitex has grown from a regional horticultural business into a brand with an international reputation, and we’re excited about the opportunities that lie ahead. This year marks an important milestone with the opening of our first office in the United States, allowing us to better serve a growing community of clients, landscape designers and horticultural enthusiasts across North America. While international expansion is a key part of our future, our focus remains firmly on preserving the values that have defined Alitex for more than 70 years; exceptional craftsmanship, enduring quality and a deep connection to the gardening world. Growth is important, but safeguarding our culture and reputation is what will ultimately ensure our long-term success.

Favourite place in Hampshire to while away an afternoon?

Anywhere high up on the Downs with my bicycle. The South Downs offer some of the most inspiring landscapes in the country. They provide perspective, tranquillity and a reminder of why this part of England is such a special place to live and work.

Swaffer greenhouse (Image: Alitex)

Best advice you’ve ever received?

‘If you have to hang people, do so in their best light.’ It’s a wonderfully human piece of advice that reminds us to treat people with dignity and generosity, particularly during difficult conversations.

One business tool you couldn’t live without?

Management accounts. Without timely, accurate financial information you’re effectively flying blind.

Good instincts matter, but they are far more effective when supported by clear data and disciplined reporting.

Most influential mentor in your business journey?

I’ve been fortunate to have several influential mentors throughout my career, not least my father, whose support has never wavered.

However, Graham Hughes has probably had the single greatest impact. We’ve worked together since 1996, and it’s difficult to think of a major decision I’ve made that hasn’t benefited from his wisdom, challenge and perspective. His fingerprints are all over the evolution of Alitex..

alitex.co.uk