Stuga builds on consultative strength with new appointment

Stuga Machinery has appointed Danny Jones as sales director, building on its established technical consultancy and customer support capability as part of the Voilàp Group. Mr Jones has been a central figure at Stuga for over two years, helping shape a more consultative way of working with customers — one that prioritises production reliability, informed investment and long-term performance over short-term machinery decisions.

He said: “I have always believed that if you do what is right for the customer, even when it means not selling another machine, you build trust, and when they are ready to invest again, that trust matters.”

As fabricators continue to face pressure on margins, labour and output, Stuga’s role has increasingly centred on helping customers make better use of existing resources while planning future investment with confidence. Mr Jones’ background in service engineering, maintenance and project delivery has been key in supporting customers through more complex production challenges, particularly where automation and workflow changes are introduced.

Greater choice
The appointment comes as Stuga deepens its relationship with Voilàp, reinforcing the stability behind its UK operation and expanding access to a broader, more flexible machinery portfolio. Customers now benefit from greater choice — from standalone and entry-level equipment through to scalable, higher-volume systems — supported by strengthened engineering capability and long-term backing.

Mr Jones explained “We have come out of a very difficult period with the best possible outcome, working with Voilàp, we are no longer constrained in what we can offer, which puts us in a much stronger position to support customers properly.”

In his new role, Mr Jones will continue to work closely with customers and manufacturing partners to ensure machinery is specified and implemented in a way that delivers dependable, long-term operational value. He concluded: “Sales is not about pushing equipment — it is about understanding how a factory really works, and making decisions that improve production in the long term.”