Dubai, United Arab Emirates, January 2026 — Avinash Singh has been promoted to Head of Sales at Hettich Middle East, marking a major leadership milestone in his long-standing journey with the global German furniture-fittings leader. In this role, he leads regional sales strategy, project business expansion, channel growth, and high-performance sales execution across the Middle East and emerging African markets.
In his current role at Hettich Middle East, Avinash is responsible for driving profitable business growth, strengthening regional sales leadership, and delivering the highest turnover in project business. His leadership has resulted in Hettich achieving the number-one performance ranking in the region, supported by strong customer centricity, disciplined execution, and a culture of accountability.
Prior to this elevation, he served as Regional Head, where he spearheaded market expansion into Saudi Arabia and Africa, optimized operational structures, and led strategic restructuring initiatives that enhanced organizational efficiency and long-term competitiveness.
Earlier, as Regional Manager, Avinash led market development across the Middle East, driving productivity improvements, strengthening brand presence, and building long-term customer relationships. Before that, he held progressive leadership roles including Assistant Regional Manager, Senior Area Sales Manager, and Area Sales Manager, where he established Hettich’s first regional trade network, built high-performing teams, and created sustainable growth platforms across multiple geographies.
He began his regional career with Häfele India Private Limited and Merino Industries, building a strong foundation in architectural hardware, fittings solutions, and enterprise sales strategy.
About Hettich Middle East
Hettich Middle East brings German engineering, innovation and craftsmanship to interior solutions across kitchens, wardrobes, living spaces and architectural applications. Headquartered in Dubai, the company serves designers, developers, contractors and retailers across the GCC, Levant, Africa and Pakistan with premium hardware solutions designed for modern living.
Read Also : When HR “Produces Nothing”: A Response to Jennifer Sey’s Anti-HR Vision
The Fine Balance: Navigating Work, Life, and Mental Wellbeing
Mind the Leadership Gap – From Learning to Real-World Impact
How the Adecco Group is empowering its employees for the future of work
