Sheffield Forgemasters European division SFM has appointed a new sales director in Germany.

Mr Bernd Hasshoff from Duisburg is based in Düsseldorf at the headquarters of Euro SFM. As Euro SFM Sales Director, Mr Bernd is responsible for sales of all Forgemasters' products to markets in Germany, Austria and Switzerland. His role includes assessing contract enquires, meeting potential clients and working on new sales strategies.

Mr Bernd brings more than 20 years industry experience to the company. He started his career as a draftsman and production planner at Krupp Industrietechnik, one of Germany’s largest steel manufacturing and defense suppliers, before taking on the role of purchasing consultant for castings and forgings at German technology firm Mannesmann Demag.

He left his most recent position, as sales consultant for Spanish steel manufacturer Sidenor SL, to join Forgemasters.

He said that "At Forgemasters, I feel I can combine all the skills I have built up in various roles throughout my career. Training as a draftsman at the start of my career gives me the general understanding of construction that often people in senior positions of other leading companies lack."

He added that "My favorite part of the job is being in direct contact with our clients and discussing what Forgemasters can offer. I like the challenge of trying to meet the clients' demands and showcasing Forgemasters' capabilities."

Mr Bernd, who has a Technical Diploma and Degree in Business Sciences from the University of Hagen, added that "It is fantastic to be a part of a company that supplies high quality engineered products to key industries across the globe."