Effective from the beginning of January 2021, Kenilworth-based Whitehouse Machine Tools, the UK and Ireland sales agent for several high-profile machine tool manufacturers in the Far East and Europe, has appointed Peter Smith to the new position of sales and marketing director.

He is a board member, working alongside joint managing directors Tim Whitehouse and Tom Hughes, and a stakeholder in the business.

Mr Smith brings with him a wealth of knowledge and directly relevant experience in rotational and prismatic metalcutting machinery, having held senior positions in UK machine tool sales for over two decades, including in subsidiaries of global OEMs.

After serving a five-year engineering apprenticeship in the West Midlands, Mr Smith later progressed to toolroom supervisor before moving into capital equipment applications and then sales.

Tim Whitehouse commented: “We are delighted to have secured Peter’s services and welcome him to the team. He will be instrumental in developing our business and the sales of our leading machine tool brands, including Brother (Japan), Averex and Wele (Taiwan), Spinner (Germany) and Biglia (Italy).”

Peter Smith commented: “The business philosophy at Whitehouse exactly matches my own. It is a niche business, looking to provide the right solution and the highest levels of service and support with every machine tool installation, rather than striving to sell hundreds of machines.”

Whitehouse Machine Tools
www.wmtcnc.com

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