He is a board member, working alongside joint managing directors Tim Whitehouse and Tom Hughes, and a stakeholder in the business and started this month.
He brings with him a wealth of knowledge and directly relevant experience in rotational and prismatic metalcutting machinery, having held senior positions in UK machine tool sales for over two decades, including in subsidiaries of global OEMs.
After serving a five-year engineering apprenticeship in the West Midlands, Peter later progressed to toolroom supervisor before moving into capital equipment applications and then sales.
Whitehouse said: "We are delighted to have secured Peter's services and welcome him to the team. He will be instrumental in developing our business and the sales of our leading machine tool brands, including Brother (Japan), Averex and WELE (Taiwan), Spinner (Germany) and Biglia (Italy)."
Smith added: "The business philosophy at Whitehouse exactly matches my own. It is a niche business, looking to provide the right solution and the highest levels of service and support with every machine tool installation, rather than striving to sell hundreds of machines."