JOSH Ashby, having previously held the role of chief commercial officer at UK Flooring Direct, has now become its chief digital officer. The move reflects the company’s increasing investment in digital technology as it continues to expand at a rapid pace. In the past few months, UK Flooring Direct, which has its headquarters in Hinckley, Leicestershire, has opened a further 54,000 sq ft office and warehouse in Coventry, grown to nearly 200 employees and received funding of £8 million from BGF.

The firm, which supplies quality own-brand wood, laminate, and vinyl flooring direct to consumers and trade, has also strengthened its senior management team with a series of appointments and promotions, which enabled Josh, who is now in his 14th year with the business, to move into the new role.

He will now oversee the company’s annual investment into digital enhancement, which will rise to £2.5m this year, as it strives for further continued expansion.

He said: ‘I’m excited to move into this new role and it has only been made possible by the fact we’ve brought in so much incredible experience and talent to the senior management team.

‘We have a solid foundation in this area as we’re a digitally native e-commerce business, but consumer demands are moving faster than ever before, and this is stimulating opportunities for us to capitalise. By moving into this new, dedicated role we can ensure we maximise all the opportunities in front of us.

‘We will work with partners to help develop new digital tools, but I’m also looking to bring in more people in skilled roles to support the growth of this side of the business.

‘Digital technology moves so quickly that, if you stand still, you end up falling further and further behind.

‘This move and our ongoing investment shows our determination to stay ahead of the curve when it comes to digital and, ultimately, that helps us to grow our customer base and give them the outstanding service that we pride ourselves on.’