Meet Didier De Bock: Business Unit Director, Rubix Benelux

Didier was raised in a family deeply involved in production and distribution, where he developed a hands-on approach by fixing things. He later combined this practical experience with studies in economics and marketing. “I grew up in a very entrepreneurial family, small-to-medium businesses in production and distribution were our world.” Before joining Rubix, Didier spent ten years at Hagemeyer (now Rexel), launching a business unit focused on the industrial segment of the MRO market – his gateway into this complex and technical world.

Career at Rubix: Building from the Ground Up

Now 15 years into his Rubix journey, Didier leads the PPE and Safety business unit across the Benelux region. His role is diverse, covering supplier negotiations, strategic margin development and customer success. “No two days are the same. From customer visits and sales engineer support to product advice and e-commerce planning, it’s incredibly varied and rewarding.” He also works closely across the matrix organisation, a structure that was new to him but has become a major strength. “Rubix is about connecting the dots. Even if something is not your direct responsibility, you’re encouraged to step up, support, and lead where there’s opportunity. That’s an entrepreneurial culture I really value.”

Highlights and Key Achievements

Didier has played a key role in shaping Rubix’s strategy in the safety space, leading projects like the launch of the Europe-wide supplier strategy and integrating PPE companies into the Benelux structure. “I was proud to be asked to lead the group’s PPE & Safety category as Rubix took shape. We identified our top 12 suppliers and built long-term strategic partnerships that still drive growth today.” He also supported complex customer transitions for major accounts such as Ahold-Delhaize, Nyrstar, Coca-Cola, and the Norwegian Ministry of Defence.

Motivation: What Keeps Him Going

What inspires Didier most is creating tailored solutions that make a real impact for customers. “Coaching my team, building a project plan and helping a customer switch to Rubix is incredibly motivating. They trust us with their safety, which is both a responsibility and a great source of satisfaction.” He also thrives on Rubix’s fast pace and adaptability. “There’s always something new to tackle, and when things don’t go as planned, we don’t point fingers, we ask what we can learn. That’s a huge motivator.”

Culture, Growth, and the Rubix Mindset

Didier values Rubix’s culture of accountability and continuous learning, which supports growth at every career stage. “The culture now is very strong. You’re encouraged and supported to grow and challenge yourself. If something doesn’t work, we evaluate, learn and improve together. That mindset is rare.” He credits this culture as a key reason Rubix is now the Industrial market leader of PPE and safety sector in the region.

Life Outside of Work

Outside of Rubix, he’s an avid tennis player and dedicated family man. His kids play football, hockey, and tennis, and he enjoys coaching their teams and organising tournaments. He’s also passionate about mountain sports, including skiing and hiking, recently returning from a challenging trip to Austria. “We hiked 400 metres in elevation over 8 km in shorts through the snow. It was steep, but totally worth it!”