SIAMP UK appoints Alex Holcroft as new managing director

SIAMP has announced the appointment of Alex Holcroft as MD, effective from 1st September 2026. Alex brings 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 2 years as product manager between 2017 and 2019.

Since leaving SIAMP, Alex 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 played a pivotal role 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, Ashley 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. I’d like to sincerely thank our customers, partners and everyone I’ve worked with over the years for their trust, support and friendship, as well as the SIAMP UK team for their hard work and commitment. 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, Alex will lead the SIAMP UK team as the business enters its next phase of development, with a focus on sustainable and profitable growth, further strengthening SIAMP’s position within the UK market.

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.

Quality, innovation and customer service will remain at the heart of SIAMP UK’s approach as the business continues to develop and grow.

Commenting on his appointment, Alex 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.”