CUMBRIA, U.K. - Burlington, producers of a full line of British natural stone products, has announced a number of changes to the structure of its sales team. This latest move serves to support the company’s ambitious post-recession corporate development strategy; one that will focus on achieving increased market penetration through the delivery of greater product segmentation, reports the company.

Focused on introducing a series of new product propositions into specialist market sectors, the first being the retail bathroom and kitchen arena, Burlington has created a strategic sales management position dedicated to this function. Additionally, Burlington has divided the country into three distinct sales territories.

Within the all-important American market, Burlington Natstone will continue to operate from the company’s office in Dallas, TX. Burlington Natstone’s North American Architectural Representative, Phil Harding, and customer liaison specialist, Fiona Cameron, will deliver the company’s expansionary strategy within what has always been a strong export market for Burlington.

“The U.S. will continue to figure prominently in our plans for the future and the business development strategy that we will be rolling out over the coming months will be introduced into America,” said Nick Williams, Burlington’s Sales & Marketing Director. “Just as in the U.K., our aim will be to place a far greater emphasis on product and market diversification, and we are confident that Phil and Fiona will be instrumental in helping us elevate the standing of the Burlington Stone brand.” 

Within the U.K., occupying the newly created business development role is Mike Gough. Having spent the last two and a half years with Burlington working in the position of Sales Representative, Gough will not only serve as a critical link between production and sales, he will also be responsible for identifying and assessing the potential of new key retail specialists and developing a U.K. network of stockists in the process, whilst overseeing the management of Burlington’s soon-to-be-opened Lakeland Stone Studio.

Regionally, and assuming responsibility for the North East and North West, the Midlands and the northern Home Counties of the U.K., is newly appointed Chris Biddick. With over 17 years experience in the bathroom, kitchen, interiors, ceramics and tile markets, Biddick joins Burlington from leading design-led Italian mosaic manufacturer, Bisazza, where he was Area Sales Manager.

Representing Burlington in London specifically and across the South East and South West of the U.K. is Rob Harris, who spent the last 15 years occupying the position of Regional Sales Manager with Burlington.

Continuing to look after customers in the North of England and Scotland - a strategically important geographic market for both Burlington’s roofing and architectural product offering - is Ian Ramsay, who has enjoyed the last 17 years with Burlington.

In support of delivering improved penetration of the landscaping market is Landscaping Products Manager, John Atkinson. In addition to strengthening Burlington’s network of regional distributors, particularly paving specialists, John will focus on promoting the company’s increasingly popular aggregates product offering. Providing a valuable in-house sales support function are Andrea Tallon and Tracey Nelson.  

As recently appointed Sales & Marketing Director, Williams is optimistic that the company’s more effective sales operating structure will see success in 2010 and beyond. “Whilst Burlington’s sales force now has a degree of new blood, at its core is a team of highly experienced sales professionals who not only have a proven track record within the natural stone industry, but all of whom possess product and technical knowledge that is second to none,” he said.