Coventry-based John Astley & Sons, already well-known as a major supplier of industrial consumables, has created a new division - Astley National.

The new division marks a significant step in the development of the Coventry firm which was established in the city in 1730 as general merchants.

Jonathan Astley, sales and marketing director for Astleys, who heads up the new division, said:

"This development marks new ground for Astleys and provides real opportunity for continued expansion of the company.

"It is a distinct operating division from the rest of Astleys and will not impact on their work or other parts of the company-

"Already, we have secured a deal to distribute an exclusive range of Swedish workwear through the new network. I have no doubt it will soon become as well-established as the rest of Astleys."

Astley National will develop a network of independent distributors for new products, including a leading European workwear brand. It plans to support the sales operation with a sustained promotional campaign.

Marketing manager Nick Hilditch, who spearheads the drive to promote the new division, said:

"The promotion of Astley National as a fledgling division will prove a challenge, but through a programme of sustained promotional activity it will soon become a leader in its field."