All effective as of late summer, Kiran Sethi has become managing director and company secretary, Nazmin Magumder has been appointed general manager, and Umer Anwar has been promoted to operations and IT manager.

Sethi previously held roles within various areas of AA Labels and will now lead all aspects of the operational business and the teams that comprise the company.

Her passion for customer service has been instrumental in helping the business to achieve ISO 9001 and 14001 quality and environmental ratings and work toward further process-driven accreditations.

She has replaced previous managing director Sohail Sethi, who has now become the CEO of AA Labels. His new role will see him relinquishing the day-to-day running of the business to focus on its future development.

New general manager Magumder has previously held roles within the customer care team and the position of assistant general manager. AA Labels said her corporate background of managing large multi-site teams makes her well-equipped for this role, alongside experience and knowledge of running her own business.

Meanwhile, Anwar joined the company five years ago as a production manager and his role and responsibilities have become more strategic due to company growth. His new role will combine production operations with AA Labels’ complex IT system.

The promotions have been made ahead of a planned expansion to the company’s services, which will launch towards the end of 2021.

Sethi said: “This is an exciting time to be taking up the role of managing director, as AA Labels continues to provide an innovative approach to labelling and packaging.

“My aim is to continue building the AA Labels reputation within a wide range of industries, with a key focus on customer service and further developing our environmental standards.

“We are also committed to supporting SMEs by offering affordable services and greater access to specialist materials and label embellishments, ensuring these businesses can compete with larger firms by creating labels with real impact.”

Business development manager Ian Axelsen added: “We are experiencing an ongoing increase in demand for our services and the appointments of Kiran, Nazmin and Umer will ensure our operation remains agile as we expand.

“These appointments are all key to supporting the business through this time of rapid growth, while ensuring that we still adhere to our core principles of quality customer service, affordable products and efficient turnaround times.”

The company’s total headcount is now 35 and recruitment within its product team is ongoing.

Following the recent launch of two new services, Express Print and Click & Collect, production times at the business have increased to 12 hours per day, up from eight, due to the introduction of split shifts.

Founded in 2006, AA Labels manufactures and distributes plain and printed labels in a range of materials, adhesives and finishes for commercial, industrial, specialist and home use throughout Europe and beyond, with customers in Canada, Argentina, the US, Australia and Hong Kong.

As well as its production site in Peterborough, which has 1,960sqm space in total including a 540sqm mezzanine floor, the business has another site in Lahore, Pakistan, which includes accounts, data, design and web development.

Last summer the company invested £400,000 in three new machines from Grafisk Maskinfabrik.