Sinoboom accelerates European investment and growth strategy

Sinoboom’s rapidly growing sales, product support and production operations across Europe will be brought together under the leadership of a newly appointed CEO Europe, who will join the Sinoboom Group in April.

Richard Butler, CEO Europe, has been appointed to lead the integration of the Sinoboom subsidiaries in the Netherlands (Sales & Product Support) and Poland (Manufacturing), while also overseeing the establishment of further subsidiaries throughout Europe.

“We have two major operational centres in Europe, and more are planned” said Group CEO Susan Xu. “This new structure, coupled with Richard’s appointment and experience, will allow us to dramatically improve and enhance the services that we provide to customers across Europe as we build on the first three years of our investment in Europe”.

Butler said, “During the last three years Sinoboom has, through an innovative range of booms and scissors and by placing the customer first and at the forefront of every decision, quickly established itself as a leading brand within the European Powered Access market. I am delighted and excited to be joining Sinoboom and providing leadership across its European business at this critical time whilst supporting the teams as they continue their amazing success. I look forward to meeting our distribution partners and valued customers during the coming months.”