February 7, 2020

AHF Products has announced that Mike Bell, previously the chief operating officer for the company, has been appointed as the company’s chief commercial officer. Darrell Keeling, formerly chief operating officer of Northwest Hardwoods, with be joining AHF as its new chief commercial officer.

The chief commercial officer’s role will be to segment and expand AHF’s customer and distributor base, both domestically and internationally, and to introduce industry leading products with widespread appeal, leveraging best in class styling and features at compelling values. 

“We will be launching literally hundreds of new products under our various brands for our channel and retail partners,” said Brian Carson, president and CEO of AHF Products. “This will expand our market reach dramatically and allow all of our partners to grow their businesses profitably with AHF. With Mike dedicated to driving this growth, we will continue to expand on the innovation, excitement and hustle we have established in the industry.”

As chief commercial officer, Bell will be responsible for global sales, product management, marketing, R&D and customer service.

Bell is a veteran operational executive with more than 30 years in wood products manufacturing and product development, five of which have been in flooring. In addition to his year as chief operating officer with AHF Products, he served as vice president of the Armstrong Flooring Wood Division and vice president of operations for Europe with Armstrong World Industries. Prior to Armstrong, Bell led operational responsibility for Ashley Furniture in Mississippi.

Keeling’s expertise includes more than 31 years in wood products. Prior to joining AHF, he served as the chief operating officer for Northwest Hardwoods, where he led operations for more than 20 locations, including safety and environmental, capital and asset management, procurement of raw materials, quality standard adherence, transportation, sales of by-products and green lumber. Prior to Northwest Hardwoods, he held manufacturing leadership roles with Flakeboard/Arauco and Roseburg Forest Products.

“In addition to expanding our customer reach and product innovation, we have tremendous operational opportunities to provide better, more innovative products faster,” Carson said. “Chief among these is quadrupling the capacity at our Cambodia plant to support the tremendous demand for our world class duty free/tariff free products. Darrell’s operational expertise will take us to whole new levels of capacities and capabilities. We are thrilled to have him on board.”

As chief operating officer, Keeling will be responsible for global manufacturing, safety, procurement, logistics, supply chain management and engineering.