Former Thorn, Thorlux exec to head ASD export drive

ASD Lighting new head of export sales director Richard Chaplin being welcomed by ASD Lighitng owner Tony Stewart

THE FORMER Thorn and Thorlux executive Richard Chaplin is returning from the Middle East to head up a new export department at Rotherham-based ASD Lighting.

Chaplin has 20 years experience in international trade, nine of it in the lighting industry and seven of it in the Middle East, his priority for ASD. Latterly, he was the general manager of Thorlux Lighting in Dubai.

‘I’ll start working on building business in the Middle East region with which I am most familiar and shortly thereafter open up distribution channels and strategic partnerships throughout Europe,’ said Chaplin. ‘Canada and Australia would be after that followed perhaps by the US if the opportunities are right’.

He wants to replicate ASD’s success in the domestic market with that in the export market.

He believes the industry is moving towards ‘greater emphasis on services and solutions versus products’ and ‘more intelligent controls and cross-category integration’.

‘Personally, I hope to see more rigorous quality standards imposed on lighting manufacturers to reduce the amount of sub-standard and inefficient LED products flooding the construction market’.


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