New CEO for Sinoboom Europe

Sinoboom has appointed Richard Butler as chief executive Europe, effective from the start of next month.

He will be responsible for leading the integration of the Sinoboom sales and product support subsidiary in the Netherlands with the manufacturing business in Poland, whilst also overseeing the establishment of further subsidiaries across Europe.

Group chief executive Susan Xu said: “We have two major operational centres in Europe, and more are planned. 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”.
Richard Butler

Butler added: “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. 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.”

Butler is a JCB veteran having joined the company towards the end of the 1980s and was appointed as the first managing director of JCB Access in 2014 with his first job to find an OEM sub-contractor, he settled on Sinoboom which served to get the business underway. The Sinoboom built JCB branded machines were launched in 2017 and continued until JCB introduced its own models - built in India - at the start of 2020. Butler left the company in 2018 to become chief executive of Indian owned UK bus company Optare – formerly Leyland Bus, leaving the following year. In May 2020 he was appointed as managing director at steel door manufacturer Bradbury Group where he was appointed leaving around 18 months or so later.