This team works. Meet the Edale Team

Whether standard or customised our technology is designed to deliver solutions that meet our customer’s needs. Tailormade is not just talk, it’s our reality!

Edale team has invested heavily in developing a highly competent and innovative design and engineering team which acts as the ‘beating heart’ of every product we produce. This team has tirelessly developed and designed new solutions as well as continuously refining those that have evolved through our 75 year history. The result being that today Edale offers world-leading technology for our customers combined with a flair for dealing with the unusual!

We don’t do it alone, we collaborate with world-class organisations to ensure we can offer the latest and best cutting-edge technology to our customers in order to move quickly and to stay ahead of the latest trends.

We believe in offering as much technology as possible as ‘standard’ and combining this with the ability for a customer to expand their press as their own business evolves, ensuring their investment is futureproofed.

Investing in a new Edale product provides:

  • Peace of mind that you are investing in quality, high technology product that will be supported throughout its life time.
  • Award winning print quality and a class leading range of converting options.
  • High productivity and low waste production of packaging.
  • Flexibility to build and adapt as your business evolves.

If you can imagine it, we can probably build it.

Sales & Marketing Team

JAMES BROUGHTON Managing Director

James Boughton

Managing Director

He has led Edale’s successful growth to where we are today; a global key player in the printing and converting industry. A strong advocate of UK manufacturing and quality engineering, James has implemented successful relationships with our technology partners, built a focused management team and led the development of our successful Marketing and global distribution strategies.

Darren Pickford

Darren Pickford

Sales Director

Darren joined Edale in 2016, taking a short break in 2020 he has returned to his role as Sales Director. Darren is well regarded in the industry and comes as an apprentice trained engineer who studied electrical and electronic engineering. His background spans over 30 years, where he has been involved with packaging machinery and has a broad knowledge of many different applications, both from an end-user and material manufacture perspective.

LOUSIE BAILEY Business Development Manager

Louise Bailey

Business Development Manager

Louise joined Edale in 2010 and quickly became an invaluable member of the Sales and Marketing team.  Louise works closely with our network of agents and develops new business as well as being responsible for helping customers find the correct solution for their business.


Nicola Reynolds

Marketing Manager

Nicola joined Edale in 2019 and brings with her a wealth of marketing experience having worked for a number of large corporate companies in the UK and internationally as well as setting up and leading the marketing for a group of entrepreneurial businesses. Nicola has an MA in Marketing and is an active member of the Chartered Institute of Marketing (CIM).  She is responsible for raising Edale’s brand awareness globally and managing all company marketing activities and works closely with the sales team to deliver our sales and marketing strategy.

DARRON SHIMMONS Print and Technical Services Manager

Darron Shimmons

Print and Technical Services Manager

Darron joined Edale in 1994 originally part of the customer service team. He is now responsible for producing samples, presenting live demonstrations and providing print and technical support where required. Having worked for Edale for so long, in numerous roles, there’s not much Darron doesn’t know.

Darren O’Neill

Darren O’Neill

Technical Sales Engineer

Darren joined the company in March 2021, he comes from a background of Engineering Field Sales and has spent the last 3 years in the Vacuum Metallising Industry. He is responsible for existing account management as well as following up on potential customer enquiries and incoming leads and presenting the company’s catalogue of products whilst providing technical insight and specification.

Customer Service Team

Simon Coffin - Field & Technical Manager

Simon Coffin

Field & Technical Manager

Simon joined Edale in 1993 as a Senior Field Engineer and has held various positions in the company.
Simon’s normal day can consist of assisting with routine support cases, remote installation support, press installations, customer training or amongst other things, assisting Print Technicians with the commission and test of new machines progressing through build.

Chris smith

Christopher Smith

Project Manager

Chris has worked for Edale since September 2012, he previously worked as design admin and draftsman in the construction industry.

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Fiona Dockerill

Customer Service Executive

Fiona joined Edale in February 2021 and is the primary point of contact for all service and support enquiries.

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Jason Peacock

Print Technician

Jason has been working for Edale since February 2018 and brings with him, 30 years of print experience. Jason is responsible for commissioning the presses to ensure they are ready for our customers to begin production as soon as it’s installed in their factory. After the commissioning is complete, Jason carries out the Factory Acceptance Test, usually with the end customer present in our factory, currently being carried out virtually. As part of his role, he travels the world to train Printers on how to operate the full range of Edale presses.

Steve Dench

Steve Dench

Service and Installation Engineer

Steve has worked for Edale almost continuously since 2005, working through several positions on the shop floor until 2012 when he entered the role of Service and Installation Engineer. Since that time he has clocked up over half a million miles traveling to many places around the world Installing new Edale presses, re-locating previously installed Edale Presses, upgrading and servicing machines for many satisfied customers. He enjoys the travel and working with customers to a more than satisfactory outcome.

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Lee Goodyear

Print Technician

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