Robe Show Lighting has appointed Boris Krylov as regional sales manager for all Russian-speaking territories.

Krylov will be based in Moscow and will oversee Robe’s business in Russia, the Ukraine, Belarus, Kazakhstan, Azerbaijan, Uzbekistan, Tajikistan, Armenia, and Georgia. He will help coordinate all sales and after sales service and support in these areas, liaising with Robe’s various distributors. “Commerce in these regions is expanding so rapidly that we needed to have a coherent, consistent and streamlined sales and marketing strategy,” explains Robe’s International sales manager Harry von den Stemmen. “It was imperative that we chose someone with the right energy for the Robe brand, and someone with a good knowledge and understating of the culture and commercial nuances of Russia. Boris fits the bill perfectly.”

Robe’s distributors across the relevant Russian speaking countries will continue to have direct access to Robe’s manufacturing facility in the Czech Republic, and their relationship with Robe itself will remain unchanged.

Krylov will help enforce a uniform pricing policy and ensure Robe maintains a strong and accessible internet presence and enhanced communications across the territories in addition to coordinating trade shows, exhibitions, and marketing activities. “Working with Robe will be a great challenge and is very exciting," Krylov says. "I am really looking forward to it.”