Mark Askham, who moved from Proctor Paper & Board to the newly created role in April, said Mirri was "a brand of metallic board with unrivalled quality" which he had been aware of for a long time. He has more than 15 years' experience in paper merchanting.

Askham said: “The aim is to take the Mirri products, that have generally been for packaging, out direct to the marketplace for POS printers.

“The opportunity to bring these products direct to the screen print, litho and digital POS market is ‎an exciting challenge.”

Askham is currently working on a new range of products that are designed specifically to cater for POS projects. He will visit POS manufacturers across the UK to ensure that their project requirements are met.

“I am particularly excited about Mirri Eco Ag, a recyclable product that offers all the benefits of a Mirri quality finish, along with the environmental credentials more brands are demanding for POS projects,” he said.

Askham's most recent role was as sales manager at Leeds-based paper merchant Proctor Paper & Board, where he worked for 15 years. He also previously worked for a year at Robert Horne.

Mirri offers a range of products that can be produced in large-format sheets, which the business said are popular for seasonal POS campaigns and POS promoting cosmetics, fashion and other premium categories.

The business has recently started stocking its Mirri POS Silver line in the new sheet sizes of 1,040x1,550mm and 1,250x1,850mm to better suit the needs of large-format printers.