Fire protection solutions company Advanced has appointed Sasi Kumar to accelerate growth in the Middle East and Africa as part of its progressive international sales strategy.

Sasi joins Advanced from sister Halma company FFE Ltd. where he successfully grew their specialist beam and flame detector business in his role as Head of Sales for the Middle East, Africa and Asia Pacific. Prior to that, Sasi worked in industrial automation at Siemens Ltd.

In his new role, Sasi will draw on his successful track record of nurturing new business to support the expansion plans of Advanced’s existing customers and identify and develop opportunities in new markets.

Attracted by Advanced’s brand strength in the UK and Europe, Sasi is keen to replicate the company’s position in those markets across his focus areas. He said, “I have admired Advanced for some time – the reputation of its products and the way it has expanded into new areas and markets. I am excited to now be able to play my part in taking the Advanced brand and the Axis range of products to an even wider range of customers – and to extend my focus beyond fire detection to selling entire fire alarm systems.”

Speaking about the appointment, Pete Browitt, Managing Director at Advanced, said: “We have a clear, ambitious international strategy, and growth of our business in the Middle East and Africa is central to its success. We are extremely pleased to be able to welcome Sasi to the Advanced team. His knowledge of and passion for the fire industry, combined with his strong commercial acumen and customer focus will be a great asset to us as we widen Advanced’s global reach.”

Advanced equipment protects prestigious properties and their occupants around the World. From skyline-dominating landmarks, including The Shard and 22 Bishopsgate in London, and iconic international treasures such as Hagia Sophia in Istanbul, to vibrant transport hubs like the London Underground and Abu Dhabi Airport.

As a world leader in the development and manufacture of intelligent fire systems, Advanced is committed to creating a safer future. A reputation for performance, quality and ease of use see Advanced products specified globally, from single-panel installations to large, multi-site networks. The Advanced product portfolio includes complete fire detection systems, multiprotocol fire panels, extinguishing control, fire paging, false alarm management and reduction solutions as well as emergency lighting.

Advanced is owned by FTSE 100 company Halma PLC – a global group of life-saving technology companies with a clear purpose to grow a safer, cleaner, healthier future for everyone, every day.