Garic Appoints New Sales Director
Garic has appointed Luke Bell as Sales Director, strengthening its commercial leadership as the business continues to scale both its core offering and the growth of Garic+.
Joining the business on 29 June, Luke brings more than 15 years of experience in the hire sector, with a strong track record of building effective sales teams, strengthening rehire performance, and driving sustained growth.
Luke joins Garic after a successful career that includes 13 years at HSS Hire, where he progressed through a range of senior roles, including Business Development Director. He then spent over two years with Caterpillar as a Senior Strategy Consultant, working across Europe, the Middle East and Africa to support regional strategy and commercial development.
Commenting on his appointment, Luke said:
“Great businesses are built on two things: a team that’s genuinely empowered, and customers who feel the difference. I’m joining with a clear ambition – to foster a culture rooted in trust, collaboration, and continuous improvement, where delivering what matters isn’t the exception, it’s the expectation. I’m excited to help shape what that looks like at Garic.”
Asif Latief, Chief Executive Officer of Garic, commented:
“I’m delighted to welcome Luke to Garic at such an important point in our journey, as we continue to invest in the business and position ourselves for further growth.
Luke brings a strong track record in our sector, alongside well-established industry relationships that will be invaluable as we continue to strengthen our commercial offering and deliver for our customers.
Just as importantly, there is a clear alignment in values – particularly around putting customers first, empowering our people, and building a high-performance culture, which makes him an excellent fit for Garic. I’m really looking forward to working with him as we take the business forward.”
The appointment comes at a time of continued growth for Garic, as the business expands its presence across the UK. This includes recent investment in new facilities such as the Reading depot, alongside ongoing development of its people, product range and infrastructure, as well as the growth of Garic+, the business’ network of trusted suppliers. These investments support Garic’s focus on helping customers reduce emissions, improve efficiency and deliver better project outcomes.
