Sourcing City has appointed Alistair Mylchreest as its strategy director, a move that marks Mylchreest’s return to the U.K.-based trade service organization after more than a decade.

In his new role, he’ll focus on strengthening Sourcing City’s competitive position as a service provider to the U.K. promotional products market through innovation and added value, leaning into his recent experience and expertise around the print-on-demand sector.

Sourcing City CEO Ella Long with Strategy Director Alistair Mylchreest

“Alistair’s return marks an exciting new chapter for Sourcing City,” said CEO Ella Long, who took over from her husband, founder and longtime chairman David Long, when he retired in June. “His strategic mindset and track record of innovation will help us drive growth, enhance our offerings and deliver even greater value to clients and partners.”

Mylchreest most recently served in a variety of leadership positions at printing technology company Kornit Digital, which acquired his previous firm, workflow solutions company Custom Gateway, in 2020. It was prior to his tenure at Custom Gateway that Mylchreest last worked at Sourcing City, serving as its managing director for nearly a decade.

“We’re thrilled to welcome Alistair back,” said Jason Grenham, Sourcing City’s sales director. “His deep industry knowledge and experience with the company will be invaluable as we continue to innovate.”

Sourcing City is an England-based trade service organization that provides a suite of solutions to the U.K.’s promotional products market. Together with ASI and Germany-headquartered PSI, the three companies make up PromoAlliance, an expanded collaborative effort that provides promotional products companies an array of benefits to better understand international markets and clients.