Experienced kitchen and bathroom industry leader returns to Siamp UK to spearhead the company’s next phase of development and growth.
Siamp has announced the appointment of Alex Holcroft as Managing Director, effective from 1 September 2026. he is bringing extensive experience from across the UK kitchen and bathroom industry, with a career spanning sales, commercial management, product development and go-to-market strategy.
His appointment marks a return to Siamp UK, where he previously spent more than two years as Product Manager between 2017 and 2019. Since leaving Siamp, Holcroft has served as Sales Director at Woodland Furniture Group, where he played a key role in supporting the company's commercial development through customer acquisition, product strategy, and the development of new market opportunities.
He succeeds Ashley Shires, who has led Siamp UK for 14 years and has been pivotal in establishing and developing the Siamp brand within the UK market.
Jérôme Michel, CEO of Siamp commented: "Siamp and I would like to express our thanks to Ashley. His dedication, his leadership and his competence made a significant contribution to the business and established a solid foundation for Siamp brand in the UK."
Commenting on the leadership transition, Shires said: "After 14 years with Siamp UK, I'm incredibly proud of what we have achieved and of the position the business is in today.
"It has been a privilege to lead the business and to see the Siamp brand develop in the UK. I'm delighted to be handing over to Alex, who knows both Siamp and the industry extremely well, and I wish him and the whole team every success as they take the business forward into its next chapter."
In his new role, Holcroft will lead the Siamp UK team as the business enters its next phase of development, with a focus on sustainable and profitable growth. Working closely with the UK team and wider Siamp Group, his focus will be on strengthening existing customer relationships, developing new opportunities and ensuring Siamp continues to respond to the evolving needs of the UK market.
This will include building on Siamp's established product offering through new product development and opportunities, alongside evolving the company's marketing approach to further strengthen brand awareness and market presence.
Commenting on his appointment, Holcroft said: "I'm delighted to be returning to Siamp UK and excited by the opportunity to lead the business into its next phase. Siamp has a strong reputation within the market, and I'm looking forward to working with the team to build on those foundations, develop new opportunities, and deliver sustainable growth while continuing to provide the products, service and support our customers expect."
