Tristan Sissons will join Briers as trading director in January 2014, where he will oversee brand building, new product development, the adoption of new sales channels and the company's expansion into new export markets.
As Briers embraces social media and the need for bespoke consumer experiences, Mr Sissons will spearhead a brand strategy to lead Briers through its next stage of expansion.

Mr Sissons previously held the role of senior buyer at The Garden Centre Group (formerly Wyevale Garden Centres) which he joined in 2009. While with the firm, he achieved annual turnovers exceeding £54 million - over 20% of the company's total. In 2011 Mr Sissons increased sales by over 13% and maintained similar year-on-year growth thereafter, which led to him assuming the responsibilities of deputy head of trading alongside his buying role.

Mr Sissons also put in place many new buying policies and procedure, including optimising retail space, driving profitability through improved supplier terms and structuring the group's product ranges. Previous roles include positions at Woolworths, Focus and management training with Great Mills.

Looking ahead to his new role, Mr Sissons said, "I am very excited to be joining the Briers team. We have some ambitious targets over the next few years and I will be drawing on my experience to ensure we deliver exciting new products for our customers."

Briers md Jackie Eades said: "This is an exciting appointment for Briers. Tristan's dynamic approach, enthusiasm, knowledge of retailing and track record in brand and product development are second to none. In the next few years, we're planning to build on our existing foundations, open new sales channels and enter global markets. Tristan will lead the Briers brand into this exciting new era."