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Duarte Fernandes, the founder of a business which has grown from a small cleaning company into a facilities service provider in Jersey, Guernsey and Madeira, talks to Natasha Baluchi
IN 1996, Duarte Fernandes knew he had an entrepreneurial mindset, but he didn’t realise how far it would take him.
Thirty years later, his business, Sonnic, has grown from a small cleaning operation into a facilities services provider employing more than 250 people, with operations in Jersey, Guernsey and Madeira.
The journey has brought expansion, new services and long-standing client relationships, but Duarte believes the foundations of the business remain much the same as they were when he first started out: quality, customer service and a personal approach.
As Sonnic marks its 30th anniversary under the theme ‘‘30 Years of Service, Partnership and Support’’, those principles remain central to its approach, combining three decades of local experience with a commitment to building lasting relationships with clients.
“I’ve always had an entrepreneurial mindset and wanted to create something of my own,” he said. “When I first started Sonnic in 1996, I saw an opportunity in Jersey for a cleaning business based on reliability, quality and customer service.
“In the early days, I was involved in practically everything, from organising the work to making sure that the job was completed properly. We didn’t have the systems and infrastructure that we have today, but we had a determination to build something and a genuine commitment to our clients.
“My ambition wasn’t simply to build a cleaning company. I wanted to create a business with a strong reputation that people could trust for years to come.”
That personal approach helped establish the business, but three decades of growth have required Duarte to adapt his role, as well as the services Sonnic provides.
Since then, the company has expanded beyond traditional cleaning into building maintenance and facilities management, offering clients a broader range of services through one provider.
Other key milestones for the company include developing long-term client relationships and building a management structure capable of supporting a workforce of more than 250 people across all three locations.
Duarte is particularly proud of the business’s growth, without losing sight of the values on which it was founded.
“Moving beyond traditional cleaning into maintenance and wider facilities management services has been an important part of our development,” he said.
“What I’m particularly proud of is that we’ve managed to grow while maintaining the values we started with.
“Building a company that continues to develop, provide employment and make a contribution is even more rewarding.”
Today, Sonnic provides a range of services, including commercial cleaning, specialist cleaning, window cleaning, and grounds and maintenance support.
By bringing these services together under one provider, Sonnic aims to offer businesses a co-ordinated approach to facilities management, with solutions tailored to their individual needs. Its combination of local knowledge, experienced teams and modern management systems allows the company to support a range of clients while maintaining consistent standards across its services.
After 30 years in Jersey, Duarte believes that experience remains one of the company’s greatest strengths, alongside its investment in technology and its emphasis on personal accountability.
“We have experienced teams, management systems and the resources to manage complex contracts, but clients can still expect direct communication, even at the end of the day,” he said.
“They can still come to me directly.”
Accessibility is particularly important within the business, which Duarte says is built on “quality and consistency of the service delivered”.
Some clients have worked with Sonnic for more than two decades, while members of staff have also remained with the business for many years.
“People are fundamental. No business reaches 30 years without the support of good people,” Duarte said. “Sonnic’s success is not just about achievements. It is the result of the commitment and hard work of the people who have been part of the company over the years.
“Some of our employees have been with us for many years, some for more than two decades, and that loyalty means a great deal to us.
“The same applies to our clients. A lot of the relationships we have developed over time are built on trust and consistent service.”
Sonnic’s workforce includes people from a range of backgrounds and nationalities, with the employment opportunities it has created forming an important part of its contribution to the communities in which it operates.
For Duarte, creating a business that provides people with opportunities to develop their skills and build careers is another source of pride, alongside the relationships the company has maintained with clients over the years.
Maintaining that consistency has not always been straightforward. Like many other businesses, Sonnic has had to navigate rising employment costs, economic uncertainty, changing customer expectations and recruitment difficulties.
“One of the biggest lessons I’ve learnt about growing a business is that it isn’t just about increasing turnover. It’s about making sure you have the right people, systems and financial discipline to sustain that growth,” he said.
“You can’t do everything yourself. You have to trust people, delegate responsibility and develop strong management teams.
“There will always be problems in business. What matters is how quickly you respond, what you learn and how you move forward. Resilience and a willingness to adapt have been essential to our success.”
The facilities management industry is also changing, with clients increasingly expecting more than a basic cleaning service.
Duarte believes technology, transparency and measurable performance will play a significant role in how businesses deliver their services.
“The industry is changing. Clients expect more than a basic cleaning service. They want reliability, transparency, measurable performance, sustainability and greater efficiency,” he said.
“Technology is going to play an important role in the future of facilities management. We’re already investing in digital systems, scheduling, workforce management, reporting and communication with customers.
“I also believe there is significant potential in integrated facilities management, where companies like Sonnic can provide several services through one co-ordinated arrangement.”
Although technology will help improve efficiency, Duarte believes Sonnic’s success will continue to depend on its people.
“Technology should help empower employees to deliver better services, but it cannot replace the personal relationships that make a business successful.”
That people-centred approach extends beyond Sonnic’s day-to-day operations. Having grown alongside the communities in which it operates, Duarte believes Sonnic has a responsibility to continue to make a positive contribution to the Island.
“Personal development has always been important to me,” he said with a smile, reflecting on his involvement in the community and his desire to support initiatives that bring people and organisations together.
“I would love Sonnic to develop more structured community initiatives, particularly around employment opportunities, training, education and supporting local organisations.”
As part of this commitment, Sonnic will launch an annual community grant in November 2026 to support aspiring young entrepreneurs in developing their business ideas and taking their first steps towards establishing their own ventures.
For Duarte, who started Sonnic with his own entrepreneurial ambitions, the initiative is an opportunity to help others turn their ideas into reality.
“We also have to give something back to our community. From this year, we’re going to start doing a community grant to support young entrepreneurs who want to set up a business. This is something we will be committed to giving each year.”
Looking ahead, Duarte wants Sonnic’s next chapter to build on the trust it has earned over 30 years, while creating further opportunities for its people, embracing innovation and becoming an even stronger partner to the businesses and communities it serves.
“My ambition is to make the business stronger, more efficient and better positioned for the future,” he said.
“We want to continue developing our services, strengthening our presence in the markets where we operate, and explore opportunities that complement our existing business.
“My major priority is investing in our people, developing future leaders, and using technology to improve our work.”
Reflecting on the upcoming 30-year milestone, which will be celebrated on 6 November, Duarte said he could not have imagined the scale of the business when he first established it in 1996, adding that he recognised the contribution of everyone who had played a part in the company’s development, particularly his family, employees and customers.
“Reaching 30 years makes me proud, but it also makes me reflect on the responsibility of protecting what we’ve built. For me, this milestone isn’t just about looking back at what we’ve achieved. It’s about looking forward to what Sonnic can still become.”
For more information, visit www.sonnic.com or email Duarte Fernandes at duarte@sonnic.com.
