Brushware and homeware specialist Charles Bentley & Son has brushed up its senior management team with the appointment of a new Sales Director.

The Loughborough-based firm has created the new role to support on-going growth and to deliver additional support and in-store excellence to trade partners, as it develops a strategy to meet the company’s ambitions.

Steve Law has been appointed to the new role, bringing a wealth of home and garden experience to the company, having previously worked for Irwin Tools, HallsBeeline Stanley, Hamilton Acorn, Fiskars and Amefa.

Charles Bentley, Managing Director at Charles Bentley & Son, comments: “The creation of this new role will give the business a renewed drive and focus on delivering the best service to our trade partners and our loyal consumers.

“As a business, we have been redefining ourselves since 1860 and are now a sixth-generation family business. This longevity only happens by adapting to market conditions and consumer trends, and by understanding how shoppers navigate the decision-making process while engaging and interacting with brands.

“Ensuring that the business continues its evolution will be key to our continued success and we’re delighted to have Steve as part of the team driving us forward.”

Steve comments: “Obviously being within the industry, and at times competing with Charles Bentley & Sons during the early part of my career, I have known of the business for some time.

“They have done a fantastic job to develop the brand and portfolio to become so much more than a brushware company, becoming a major player in the industrial market whilst delivering significant growth, in multiple categories, within the home and garden retail sector. Add in a supply chain that offers ex-warehouse, FOB and Dropship facilities to our trade partners, it is clear to see why so many businesses choose to deal with Charles Bentley and Son.

“Contributing to a family business dating back to 1860 is one that I feel is a true privilege to be a part of. The knowledge, drive and enthusiasm to take this business to the next level is unwavering and I honestly can’t wait to help create something even more special.”

The 159-year-old company has achieved 5% growth in the last two financial years and has recently developed a new plastic-free collection in partnership with the Marine Conservation Society.

The company, which originally made chimney sweeping brushes, employs 145 people after offering permanent contracts to 25 new operatives in the warehouse and manufactures two million brushes annually from its factory on Monarch Way in Loughborough.

For more details on its latest product ranges please visit www.charlesbentley.com.