Smiths Briten and Frontline Bathrooms have strengthened their joint sales force with the appointment of three new Area Sales Managers.

Neil Game joins the business with over 25 years of experience in the bathroom industry, including senior sales positions at N Froy & Sons, Sanipex, Methven, and RAK Ceramics. He will be covering the South West region, bringing with him extensive knowledge of the KBB market and a deep understanding of showroom dynamics.

In the North East, Jessica Berry steps into the Area Sales Manager role after spending the last seven years building and running a successful showroom for JT Dove. Her background in retail and customer-facing design sales brings a fresh perspective and valuable insight to Frontline and Smiths Briten’s trade partners in the region.

Completing the trio is John McGuigan, who will cover Scotland. Having worked as a delivery driver for both a competitor and then directly with Frontline and Smiths Briten, his route into the sales team reflects the companies’ ethos of championing internal talent. A former soldier with the Royal Scots Dragoon Guards, McGuigan has spent the past five years immersing himself in the distribution side of the industry, gaining first-hand experience of the challenges and priorities of KBB retailers.

These appointments increase the external sales team to 11, one of the largest field-based support networks in the UK distribution market, say the companies. The move also reinforces the close operational relationship between Smiths Briten and Frontline, which are continuing to integrate their service, sales and logistics infrastructures to deliver a unified experience for retailers.

Darren Allison, Managing Director Frontline Bathrooms and Smiths Briten, said: “This is about real investment in people, not just processes. We are backing our growth plans with experienced, knowledgeable sales professionals who know the trade and the regions they serve.

"At the same time, we are streamlining the way our two businesses work together, from logistics to customer service, to ensure our partners on the ground benefit from the combined strength of both brands.”