HISTORIC Kidderminster carpet firm Brintons has named a new chief executive.

The Stourport Road-based company said that after three years at the company, Don Coates had left to “pursue other opportunities” and immediately announced consumer goods business leader Duccio Baldi as his successor. He started on Monday.

A spokesman said it would be “very much business as usual at the 230-year-old company, building on what Don and the team achieved”.

The firm said Mr Baldi had a “stellar track record” of running UK companies successfully and building brands.

He has previously been chief executive of Lil-lets Group of Companies Ltd and was commercial director at Accantia Health and Beauty Ltd.

Commenting on his appointment, Mr Baldi said: “I am delighted to be joining Brintons as chief executive, a company with a tremendous history and even more exciting potential. Brintons is at the cutting edge of the global Axminster carpet design and technology sector and the company has all the tools in place to continue growing and winning market share across the world.”

A statement from Brintons said: “Don has done a tremendous job since taking over as managing director, helping to ensure a smooth transition to the new owners following the company entering into administration in September, 2011 and playing an integral role in the company’s turnaround and improved financial and operational performance. We wish him all the best for the future.”

Mr Coates added: “Brintons is a brilliant company, with a unique heritage and great people. My three years with Brintons have been very enjoyable and I wish the company all the best for the future.”

Mr Coates’ time at the helm of the business saw a £40 million takeover by American private equity giant The Carlyle Group in 2011. The company has shed a number of jobs during the three years but last last year he announced £5 million was being pumped into its Kidderminster operations, which saw new weaving looms installed and apprentices taken on.