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Fire protection company Advanced to drive Middle East expansion


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Fire protection solutions company Advanced has appointed Sasi Kumar in a move aimed at accelerating growth in the Middle East and Africa as part of its progressive international sales strategy.

Kumar joins Advanced from sister Halma company FFE Ltd. where he successfully grew their specialist beam and flame detector business in his role as Head of Sales for the Middle East, Africa and Asia Pacific.

In his new role, it is expected he will draw on his successful track record of nurturing new business to support the expansion plans of Advanced’s existing customers and identify and develop opportunities in new markets.

Attracted by Advanced’s brand strength in the UK and Europe, Kumar said he is keen to replicate the company’s position in those markets across his focus areas: “I have admired Advanced for some time – the reputation of its products and the way it has expanded into new areas and markets.

“I am excited to now be able to play my part in taking the Advanced brand and the Axis range of products to an even wider range of customers – and to extend my focus beyond fire detection to selling entire fire alarm systems.”

Speaking about the appointment, Pete Browitt, Managing Director at Advanced, said: “We have a clear, ambitious international strategy, and growth of our business in the Middle East and Africa is central to its success.

“We are extremely pleased to be able to welcome Sasi to the Advanced team. His knowledge of and passion for the fire industry, combined with his strong commercial acumen and customer focus will be a great asset to us as we widen Advanced’s global reach.

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