Sinoboom merges Europe subsidiaries, appoints new CEO

Sinoboom is bringing its European sales, product support and production operations across the continent together under the leadership of a newly appointed CEO for Europe.

Richard Butler - Sinoboom Richard Butler joins Sinoboom Europe as CEO

Richard Butler, who headed up JCB Access when it was first launched, will join the Sinoboom Group in April. Butler will lead the integration of the Sinoboom subsidiaries in the Netherlands, which provides sales and product support, and Poland, where manufacturing is based. He will also oversee the establishment of further subsidiaries throughout Europe.

Butler left JCB in 2018, before taking on roles outside of the construction industry until his new appointment at Sinoboom. 

“We have two major operational centres in Europe, and more are planned” said Group CEO Susan Xu. “This new structure, coupled with Richard’s appointment and experience, will allow us to dramatically improve and enhance the services that we provide to customers across Europe as we build on the first three years of our investment in Europe.”

“During the last three years Sinoboom has, through an innovative range of booms and scissors and by placing the customer first and at the forefront of every decision, quickly established itself as a leading brand within the European Powered Access market” said Butler on his appointment. “I am delighted and excited to be joining Sinoboom and providing leadership across its European business at this critical time whilst supporting the teams as they continue their amazing success.

“I look forward to meeting our distribution partners and valued customers during the coming months.”


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Ollie Hodges Publisher Tel: +44 (0)1892 786253 E-mail: [email protected]
Lewis Tyler
Lewis Tyler Editor Tel: 44 (0)1892 786285 E-mail: [email protected]