Bates, who joined Durst in February, is Durst's second UK sales appointment in six months, following the appointment of UK & Ireland sales manager Peter Bray in August 2012.

In addition to the north of England, Bates - who joined from HP Scitex and has more than six years' experience in the market - will be responsible for Scotland, Ireland and the midlands north of Birmingham.

Durst's direct sales team in the UK is completed by Matt Ashman, who is responsible for the south of England, while the Italy-based wide format manufacturer also appointed a new distributor for its Omega presses last November.

With the recent launch of the new Durst Rho 1012 and 1030 wide format presses and Fespa 2013 coming up in London in June, Bates said the company was in "a strong position to move forward" in the UK.

"We're very much in a position to push on with the product portfolio we've got and the sales and marketing infrastructure that we now have in place," said Bates.

He added: "The product portfolio is both impressive and extensive and at the right price point. Also Durst ensures that its inks are right for purpose as well as being environmentally friendly.

"These facts, combined with the knowledge that Durst printers are reliable and extremely well made machines and there is now a full complement of representation in the UK, I can see there is great sales potential."