Stuart Byron, the line’s insights director who is also currently interim sales director, has bolstered Royal’s ranks with a series of new hires and internal promotions including a new head of retail south.

Jemma Beach joins Royal’s UK sales force to take up the position replacing Lucy Preece.

Beach has spent the last six years with the line, most recently working as a field-based sales manager for the APAC region.

Meanwhile, Sophie Wilson has been promoted to key account manager North East and Scotland.

The new position opened up following Angela Jones’s promotion to head of key accounts earlier this year.

Royal said Wilson, who has worked for the line for two years, had “shown her ability to deliver sales through the strength of her relationships with key accounts, resulting in exceeded targets for her retail territory”.

She was named On the Road Hero at the 2017 TTG Travel Awards.

Following Wilson’s promotion, Adam Morris has joined from Thomas Cook as regional sales manager North East.

Morris was most recently the manager of a large store for Cook and a cruise expert in the North East region.

A new regional sales manager for Scotland, Cumbria and Lancashire has also been appointed.

Emma Sweeney joins the business from Tui, where she has worked since 2011 in frontline and managerial retail roles.

Also coming onboard is Michelle Ryan as regional sales manager for Ireland, a role made vacant by Michaela Banks, following her promotion to key account manager in June.

Ryan begins her new role this week and bringing with her seven years in the travel industry.

She joins Royal from TravelMedia.ie TTR where she has represented both national and international clients in the Irish market.

Byron, said: “I’m delighted to see so many people developing their careers within the business, as well as new faces that can bring fresh and innovative ideas to the team.

“It’s exciting to know that we have so much experience within our brand, across so many different locations, ensuring that we can continue providing support and bringing our extraordinary product to the trade throughout the UK and Ireland.”