The AIM-listed firm is increasingly moving away from the research and development phase into the sales and commercialisation stage, and Provolo will help to oversee that transition when he takes up his new job at the start of September.
He has worked at W.L. Gore & Associates – the company behind ‘technologically-advanced’ materials such as GORE-TEX and Windstopper – for over 25 years.
Before his career in the textiles industry, Provolo worked for a ceramics company where he was responsible for developing new markets in Southeast Asia.
That links in with the role Italy-based Directa has hired him for. In his new position, Provolo will be tasked with building sales across Europe and Asia as well as identifying new opportunities.
“Luca's experience working in the highest echelon of the textiles sector will prove invaluable to the company and help further develop the relationships we have established with some of the world's best-known brands,” said chief executive Giulio Cesareo.