X-Twenty Hires Alastair Fraser as Display Sales Director
2026-09-08 · via Digital Signage Today
X-Twenty, a value-added distributor of AV technology for digital signage, has named Alastair Fraser as sales director for display technologies. Fraser also joins the company's board, according to a press release.
For operators and resellers in the UK, Ireland and Europe, the hire signals which distributor is trying to consolidate expertise as the region's signage supply chain continues to shift toward bundled hardware-software-content offerings.
Fraser will lead X-Twenty's digital signage and display business across the UK, Ireland and Europe. He brings more than 20 years in digital signage and retail technology, most recently a 10-year stint at Scala. He has also held roles at RMG Networks and Symon Dacon, giving him a background that spans both display hardware distribution and content management software.
Rob Brinklow, founder and general manager of X-Twenty, called Fraser one of the most respected figures in UK digital signage in the release, saying the appointment "sets the standard for the business we intend to build."
Fraser, for his part, framed the move as a bet on X-Twenty's model of pairing hardware with platform, content, training and support under one roof, rather than acting as a pure hardware distributor. "That is a far better conversation to have with a customer, and it is what I have joined to build," he said in the release.
What it means for the channel
The announcement does not detail specific product lines, vendor partnerships or targets tied to Fraser's role, so it is not yet clear which display manufacturers or CMS partners will see a direct boost from his arrival. It also does not say whether X-Twenty plans further senior hires as it builds out this side of the business.
What the appointment does confirm is a strategic emphasis: X-Twenty is positioning itself as more than a box mover, competing for the same integrator and enterprise customers that established players like Scala's channel partners and other AV distributors serve with combined hardware and software packages. Bringing in someone with two decades of relationships across both display and CMS vendors suggests X-Twenty wants to compete on relationships and technical credibility, not just price or logistics.
For resellers and end users evaluating distribution partners in the region, the hire is worth watching mainly as a signal of where X-Twenty intends to invest next, rather than as news that changes product availability or pricing today.
The announcement in full
Reproduced from Digital Signage Today for reference. Digital Signage Magazine did not write the text below.
X-Twenty, a value-added distributor of AV technology for digital signage, has named Alastair Fraser as sales director, display technologies. He also joins the X-Twenty board.
"Alastair Fraser is one of the most respected people in UK digital signage," Rob Brinklow, founder and general manager of X-Twenty, said in the release. "Very few people know this market as well as he does, and fewer still have been trusted with it for as long. This is a significant appointment for us, and it sets the standard for the business we intend to build."
Fraser will lead the company's digital signage and display business across the U.K., Ireland and Europe, according to a press release. He has more than 20 years of experience in digital signage and retail technology. He joins from Scala, where he spent 10 years and has previously held roles at RMG Networks and Symon Dacon.
"What drew me to X-Twenty is that it doesn't stop at the technology," Fraser said in the release. "The platform, the content, the training and the support all sit under one roof. That is a far better conversation to have with a customer, and it is what I have joined to build."
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