Waterline, the kitchen furniture, appliance, sinks, taps and ancillary kitchen products supplier to independent retailers, has appointed Simon Beard as its new Regional Sales Manager.

Covering North Wales and parts of the West Midlands, Beard already be a familiar face to many kitchen retailers, as he joins Waterline from Swift Electrical wholesalers, where he was Head of Sales. In fact, he has worked in the independent kitchen retail sector for 34 years, always in a sales role.

As Regional Sales Manager at Waterline, Beard's role encompasses nurturing existing relationships and identifying new ones with a variety of customers in Staffordshire, Shropshire and North Wales, selling a wide range of products from top brands including Franke, Crown, Samsung, Haier, Bosch, Neff and Carysil.

Commenting on his appointment, Beard said: “I’m looking forward to working with my colleagues at Waterline to make 2024 a memorable and successful year for our customers.”