The Loughborough-based company has created the new role to support on-going growth and to deliver additional support and in-store excellence to trade partners, as it develops a strategy to meet the company’s ambitions.

Steve Law has been appointed to the new role, bringing a wealth of home and garden experience to the company, having previously worked for Irwin Tools, HallsBeeline Stanley, Hamilton Acorn, Fiskars and Amefa.

Charles Bentley, managing director at Charles Bentley & Son, commented: “The creation of this new role will give the business a renewed drive and focus on delivering the best service to our trade partners and our loyal consumers.

“As a business, we have been redefining ourselves since 1860 and are now a sixth-generation family business. This longevity only happens by adapting to market conditions and consumer trends, and by understanding how shoppers navigate the decision-making process while engaging and interacting with brands.

“Ensuring that the business continues its evolution will be key to our continued success and we’re delighted to have Steve as part of the team driving us forward.”

The 159-year-old company has achieved 5% growth in the last two financial years and has recently developed a new plastic-free collection in partnership with the Marine Conservation Society.The company, which originally made chimney sweeping brushes, employs 145 people after offering permanent contracts to 25 new operatives in the warehouse and manufactures two million brushes annually from its factory on Monarch Way in Loughborough.