This interview provides an early look at how Paul Rombeek approaches his role as Rotom’s CEO. He discusses the insights gained during his first months, including his view on our European network and the way our organization operates. Paul also reflects on leadership, collaboration, and the strategic priorities that will support Rotom’s long‑term growth. The conversation also touches on current industry challenges, including developments like the EU PPWR framework.
Since joining Rotom as CEO in February 2026, Paul Rombeek has spent his first months meeting colleagues across Europe, visiting locations from Rotom Portugal in the west to Rotom Poland in the east, and gaining a close look at the daily operations that drive our business. He has also taken part in many strategic meetings, giving him a broad view of Rotom’s ambitions and the challenges and opportunities ahead. Through these experiences, he has gained a first impression of our people, our way of working, and the direction Rotom is moving as a European network.
In the following interview, Paul reflects on his first months at Rotom and shares his view on the people, values, and opportunities that will guide our future.
Meet Paul Rombeek:
Paul returned to the Netherlands in 2022 after spending more than 20 years living and working abroad. He brings over 25 years of international B2B and B2C experience across Europe, Africa, and the Asia-Pacific region, with a strong background in transport, logistics, and customer-focused service businesses. Throughout his career, Paul has held leadership roles at companies including Koninklijke Rotra Group, Flexport, Jetstar Asia, Tiger Indonesia, and Air France-KLM. His international experience has given him a broad perspective on leadership, customer focus, and building successful organisations across different markets and cultures.
Thank you for taking the time to speak with us, Paul. To begin, what has impressed you most about Rotom during your first months as CEO?
What has impressed me most is the passion people have for our business, our products, and our purpose. Wherever I go across our European sites, I see colleagues who genuinely care about pallets, quality, and circularity. That enthusiasm and commitment are visible at every level of the organisation and in everything we do. It is this shared dedication that makes Rotom truly special.
What have you learned about the people and teams across Rotom’s European network?
One of the things that has stood out to me most is the entrepreneurial spirit of our people. Rotom has grown significantly over the last four decades, but we have retained the agility and hands-on mentality of an entrepreneurial business. Across all our teams, I see people who are curious, eager to learn, and always looking for ways to improve. There is a genuine willingness to challenge how things are done, share ideas, and help move the business forward. That combination of flexibility, initiative, and practical thinking is a real strength of our organisation.
What has been your most memorable moment at Rotom so far?
There have been many memorable moments during my first months at Rotom, but one that stands out is the International Business Meeting at Rotom Belgium in March, where all of our Managing Directors came together. What made it special was that each of them represents much more than a business unit, they represent their country organisation, their teams, their customers, and years of experience in their local markets. Whether from Rotom Netherlands, Rotom France, or any of our other local organisations, everyone contributed their own expertise, perspectives, and a shared passion for the business, creating a great sense of energy in the room. It was inspiring to see how openly people shared their experience and ideas, while also looking for ways to grow stronger together as one organisation. It made me excited about what we can achieve together in the years ahead.
What do you find the most important personality feature in people?
For me, the most important personality trait is curiosity. Curious people keep learning, asking questions, and looking for better ways of doing things. They are open to new ideas and willing to challenge the status quo. I believe curiosity is the foundation of both personal growth and business improvement. That's why I always look for people who are eager to learn, take initiative, and continue developing themselves and those around them. It is also a quality I see throughout Rotom Europe, and one of the reasons the company has continued to evolve and grow over the years.
How has your international background influenced the way you lead Rotom?
My international background has taught me that successful organisations combine the strength of clear standards with the flexibility to adapt locally. While I strongly believe in standardisation and leveraging group synergies, I also recognise that every market, customer, and team is different. What works in one country may not work in another. As a leader, I think it is important to listen, understand different perspectives, and adapt where needed. By combining a shared direction with local knowledge and execution, we can achieve the best results for both our people and our customers.
How do you see Rotom’s circular approach creating value for customers and the environment?
Sustainability has been a core part of Rotom's business for many years, but we are now taking the next step by making circularity an even stronger part of our strategy. We see significant opportunities to further strengthen our Circular Pallet Services Proposition through logistics solutions such as Rental, Buy Back, and Pallet Recovery. These services help customers reduce waste, make better use of resources, and lower the environmental impact of their supply chains while also improving efficiency and creating long-term value. Circularity is not only good for the environment, it is also a smart business choice that helps customers build more sustainable and resilient supply chains.
How do you experience the current challenges in the logistics industry, including developments such as the PPWR (Packaging and Packaging Waste Regulation)?
The logistics industry continues to face challenges such as rising costs, supply chain disruptions, and geopolitical uncertainty. In this environment, customers are looking for solutions that help them operate more efficiently and reliably. At the same time, regulations such as the EU PPWR are increasing the focus on sustainability and the responsible use of resources, which we see as a positive development. It aligns closely with the direction Rotom has been taking for many years. Through our focus on circularity, we have built the systems, processes, and infrastructure needed to extend the lifespan of pallets and make better use of resources. We believe pallets should be used in the smartest and most efficient way possible throughout their lifecycle, creating value for our customers while reducing environmental impact. For that reason, we see the PPWR not only as a regulatory change, but also as an opportunity to drive smarter and more sustainable supply chains.
How do you view the role of Rotom’s Safety Program in supporting our people and ensuring operational excellence?
Safety always comes first at Rotom. I firmly believe that we can only be successful if safety is never compromised, and it should be embedded in everything we do. One of our priorities is to establish a fixed set of safety standards across all our operating companies, ensuring a consistent approach in every market. This is supported by initiatives such as the Safety Green Cross and Production Information Boards in our War Rooms. A key part of our approach is also the Near Miss Program, which helps us identify risks and learn before accidents happen. By continuously strengthening our safety culture, we create a safer workplace for our people and a stronger, more reliable operation for our customers.
Where do you see the biggest opportunities for Rotom to grow in the coming years?
I believe the biggest opportunity for Rotom is that we are very well positioned in a world where circularity and sustainability are becoming increasingly important. More and more customers are looking for sustainable logistics solutions that help them reduce waste, improve supply chain efficiency, and lower the environmental impact of their operations. With our European network, our expertise in pallets and load carriers, and our circular logistics services, we are well placed to support that transition. By continuing to innovate and helping customers achieve their sustainability goals, we have a great opportunity to grow together.
Thank you, Paul, for taking the time to share your experiences and insights from your first months at Rotom.
Reflections from Across Rotom
While Paul has shared his first impressions of Rotom, leadership is ultimately experienced through daily interactions. We asked a number of colleagues from across the organisation to reflect on the impact and priorities they have seen during his first months as CEO.
Marcel van de Sande, Chief Operating Officer, Rotom Europe
“Paul's message on safety is always clear and consistent. He leads by example and reinforces that safety is not a priority that can change – it's a value that should guide everything we do.”
Ronald van Beers, CISO and IT Director, Rotom Europe
“One thing that stands out to me is Paul's focus on doing the right things for the long term. In IT, that means investing in security, resilience, and the future of the business. His support helped us achieve NIS2 Supply Chain SC30 certification across all our European locations, making Rotom the first company in the timber processing industry to reach this milestone.”
Sharayu Mishal, Sustainability Office, Rotom Europe
“What I appreciate is that Paul doesn't see sustainability as a separate topic. He connects it to our customers, strategy, and future growth all the time. Having that commitment from the CEO helps us turn ambitions into action and keep building momentum across the organisation.”
Safak Aktekin, Managing Director Rotom Germany
“Having joined Rotom in May this year, I am still relatively new to the organisation myself. For me, having a strong foundation in my local market, combined with a clear direction for the group, is incredibly valuable. Although Paul only joined a few months before me, he has quickly created alignment across the organisation and a clear sense of the direction we are taking together.”
Miguel Correia, Managing Director Rotom Portugal
“After 18 years at Rotom, I’ve seen firsthand how much we can learn from colleagues across different countries and markets. Paul genuinely encourages that exchange of knowledge and experience. He creates an environment where people feel comfortable sharing ideas, challenging each other constructively, and learning from one another. That’s how stronger teams and better decisions are built.”
Key Takeaways
As Rotom continues to grow across Europe, Paul's first impressions reflect what makes our organisation strong: passionate people, an entrepreneurial mindset, a commitment to safety and sustainability, and a belief in continuous improvement. Together with our focus on sustainable load carriers and circular logistics solutions, these strengths provide a solid foundation for the future. By continuing to learn from one another and work together across our European network, we are well positioned for the opportunities of the circular economy ahead.