Alwyn Williams, Sales and Customer Operations Manager at outdoor leisure products specialist Zest has been appointed Chairman of the Leisure and Outdoor Furniture Association (LOFA), the organiser of Solex.  Having previously served as Vice-Chair, Alwyn is in his sixth year of being a LOFA Board member.

A trusted and respected figure, Alwyn has many years’ experience in the garden leisure industry, thirty years of them with Zest and its parent company the P&A Group.  He began his career in production, taking a lead in product development, before transferring to the commercial side of the business.  In 2011, as head of sales and business development, Alwyn oversaw the development of a full-time national salesforce team with Zest becoming a key player in the garden trade industry.

In 2020, Alwyn moved to head up the company’s business development and operations support team, improving the customer and employee experience and making it easy for customers to work with Zest by introducing new management

systems, new business systems and interactive platforms as part of a digital implementation programme.  He also played a key role in brand development, helping to position Zest as the “go to” brand for outdoor and garden leisure. 

Commenting on Alwyn’s new role at LOFA, Zest’s Managing Director, Andrew Baker said, “This is a proud moment for the whole team at Zest.  LOFA plays an important role in supporting members, promoting best practice, and helping shape the future of the outdoor living sector.   Alwyn’s appointment reflects Zest’s values in action - commitment to quality, working together, a progressive mindset, service to the industry, and supporting the long-term wellbeing of the sector and its people.

“Zest looks forward to continuing its positive partnership with LOFA and furthering the greater good of the sector.”