Peerless-AV Adds Two to UK Sales Team
2026-08-28 · via DailyDOOH
Peerless-AV has hired two new staff for its UK sales team, adding headcount as the display and mount manufacturer looks to grow its business with resellers and integrators in the region.
Fraser Williams joins as Business Development Manager, a role focused on developing new commercial opportunities and customer relationships across the UK. According to the company, Williams has a background in technical sales, account management and training plan development.
Chloe Davies joins as Regional Sales Manager for the South, responsible for managing customer relationships and identifying new opportunities as part of the company's regional growth strategy. The announcement says Davies previously worked in AV distribution, managing key accounts and vendor relationships within channel and reseller environments.
Keith Dutch, managing director of Peerless-AV EMEA, said Williams and Davies are "fantastic additions" to the UK sales team and that their approach would help the company build on its growth plans.
For integrators and resellers who work with Peerless-AV in the UK, the appointments mean two new named contacts for account management and business development. The announcement does not specify who the two are replacing or reporting to, nor does it give details on territory boundaries beyond Davies covering the south of the UK. It also does not disclose start dates beyond the hires being announced now, or give any figures on the size of the existing UK sales team.
Peerless-AV makes mounts, kiosks and outdoor display enclosures used widely in digital signage deployments, and has been expanding its UK commercial presence in recent periods. The company frames the two hires as "a significant investment" in its UK sales operation, though it does not quantify that investment or set out specific growth targets tied to the new roles.
For operators and integrators, moves like this are mostly a signal of which vendors are putting resources into support and account coverage in a given market. Whether the new hires translate into faster response times, better project support or new pricing and program options for customers is not addressed in the announcement.
The announcement in full
Reproduced from DailyDOOH for reference. Digital Signage Magazine did not write the text below.
Fraser Williams and Chloe Davies Join Peerless AV
Fraser Williams and Chloe Davies have joined Peerless-AV as Business Development Manager and Regional Sales Manager – South respectively.
Fraser joins the company as Business Development Manager, bringing a strong focus on developing new commercial opportunities, building customer relationships and supporting the company’s continued growth across the UK. He brings a proven history of technical sales, account management, developing training plans and commitment to exceptional customer service by clearly defining project vision, and ensuring that customer satisfaction goals are consistently achieved.
Chloe will be responsible for developing and managing customer relationships, while identifying new opportunities and supporting the company’s regional growth strategy. She boasts extensive reseller and channel knowledge, through her previous roles in AV distribution managing key accounts, driving vendor growth, and building long-term customer partnerships within fast-paced environments.
Keith Dutch , MD Peerless-AV EMEA told us “Fraser and Chloe are fantastic additions to our already strong UK sales team”, comments Their passion, enthusiasm, knowledge and customer-focused approach will be invaluable as we continue to enhance our market leading position in the UK and build on our growth plans. We’re delighted to welcome them both to the business.”
Both Fraser and Chloe will work closely with customers and their colleagues across the business to deliver a high level of service and identify opportunities for continued growth.
The two appointments represent a significant investment in Peerless-AV’s UK sales operation and will further enhance the team’s ability to support existing customers while developing new business opportunities.
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