Frontline Bathrooms and Smiths Briten expand sales team with three strategic appointments
miths Briten and Frontline Bathrooms have strengthened their joint sales force with the appointment of three new Area Sales Managers, marking a continued commitment to customer support and regional growth.
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Neil Game (top left) joins the business with over 25 years of experience in the bathroom industry, including senior sales positions at well-established and highly regarded organisations such as N Froy & Sons, Sanipex, Methven, and RAK Ceramics. Neil 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 (middle) steps into the ASM 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 (top right), who will now cover Scotland. Having worked as a delivery driver for both a competitor and then directly with Frontline and Smiths Briten, John’s route into the sales team reflects the companies’ ethos of championing internal talent.
A former soldier with the Royal Scots Dragoon Guards, John 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. 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, says: “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.” The news follows recent announcements around major logistics upgrades, including expanded delivery coverage, enhanced regional schedules, and the rollout of a new telephone system and ERP platform across both brands, all part of a broader strategy to create a smarter, more responsive platform for growth. For more information or trade support, contact your local ASM or visit the websites.
www.frontlinebathrooms.co.uk
www.smithsbriten.co.uk
BKU AUGUST 2025 49
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