Frontline Bathrooms and Smiths Briten welcome Anica Beet as special projects manager

Frontline Bathrooms and Smiths Briten have hired industry stalwart, Anica Beet, as special projects manager, a newly created role designed to support the companies’ continued growth plans.

Working across both businesses, Anica will bring her experience and insight to support marketing and sales initiatives as the companies embark on an ambitious 3 to 5-year journey of investment and development. With a proven track record, Anica has worked for brands including Roca, Moores Furniture and Ikea. 

Speaking about the appointment, group MD Darren Allison said: “Anica is someone I’ve respected for a long time, not only for her knowledge of the bathroom and merchanting sector but also for the energy and perspective she brings. At a time when both Frontline and Smiths Briten are investing heavily in customer service, stock, and systems, having Anica on board to drive special projects and provide an extra layer of support for our marketing and sales teams is an enormous asset. I am delighted to welcome her.”

On her decision to return to the industry, Anica commented: “I had officially retired, but Darren’s passion for the direction of the businesses was infectious. The opportunity to be part of this next chapter was too compelling to resist. I’m looking forward to working closely with the teams at Frontline and Smiths Briten to strengthen our customer proposition and support the exciting plans ahead.”