Steve Farrow has been appointed to cover East Anglia, while Dan Morris and Barry Maxted are to cover two areas in the South West. 

Joining Alpha with over 20 years of experience in the industry, Mr Farrow has worked for both Plumb Center and, most recently as business development manager, for Plumbase. He said: “With the customer base I have and having worked in the same region for many years, I feel I can really help to boost Alpha as a brand and give it a strong footing in East Anglia.”

Similarly, Mr Maxted also has over 20 years' experience in the plumbing and heating industry, having worked for both merchants and manufacturers. He has joined Alpha from Pegler Yorkshire where he held the role of area sales manager. Mr Maxted stated: “I like Alpha’s innovative approach and that its products are developed with both the homeowner and the engineer in mind. I am looking forward to promoting the new products we are releasing later in the year.”

Meanwhile, Dan Morris is pleased to be returning to boilers, having previously enjoyed six years as London area sales manager for Ideal Boilers before moving to the South West 18 months ago. There, he took on a merchant role for Talon Manufacturing but missed the interaction with installers and customers. He said: “I was really impressed with the Alpha range and knew they were products I could sell. It has been a challenge, but an enjoyable one, and I feel like I am really in control of my area and part of a strong team at Alpha.”

The new technical sales managers will be responsible for promoting the Alpha brand to installers, as well as providing support and guidance on Alpha products across their designated area.