Armour Home Electronics has appointed Anca Popa as Head of Sales, EMEA, strengthening its international leadership team as the company accelerates growth for its award-winning British audio brands Goldring, QED and Q Acoustics. Anca Popa moves into the role after a successful spell as International Sales Manager, where she helped build Armour Home’s presence across multiple markets and developed key partnerships throughout the EMEA region.
In her new position, Anca Popa reports to Global Sales Director Mike Smith and will lead sales strategy across Europe, the Middle East and Africa, with a focus on driving growth, developing strategic partnerships and expanding the reach of Goldring, QED and Q Acoustics into both established and emerging markets.
Backing Three Iconic British Audio Brands
Anca Popa’s appointment supports Armour Home’s ambition to grow the presence of its brands beyond traditional hi-fi audiences and deeper into wider music culture, reaching listeners who are discovering high-quality audio through streaming, vinyl and personal listening. With almost a decade of experience in international audio sales and commercial leadership, combined with an MBA and a legal background, she brings a mix of strategic thinking, market expertise and relationship-led leadership to the role.
A Vinyl Legacy Alongside Modern Cable and Speaker Ranges
Goldring’s turntables and moving-coil cartridges sit alongside Q Acoustics’ loudspeaker range and QED’s cables and connectivity products under the Armour Home umbrella, giving Anca Popa a broad portfolio spanning vinyl playback, home cinema and everyday listening. Commenting on her new responsibilities, Anca Popa said: “This is an incredible opportunity and one I’m hugely excited about. We have three genuinely iconic audio brands with fantastic stories to tell, and there is enormous potential to take them to even more people across EMEA.”
“For me, growth isn’t just about entering new markets or increasing sales. It’s about creating connections. We want more people to discover what makes these brands special and why great sound matters. There’s a real opportunity to move beyond the traditional hi-fi bubble and become a bigger part of music culture itself.”
Cable Range Also Falls Under Her Remit
Global Sales Director Mike Smith said Anca Popa’s new focus reflects both her achievements to date and Armour Home’s ambitions for the future. “Anca has made a huge impact since joining Armour Home. She brings energy, determination and a deep understanding of international markets, but just as importantly she understands people. Strong relationships sit at the heart of every successful brand, and Anca excels at building them,” he said. “EMEA is one of the most exciting growth opportunities for our business, and Anca is the perfect person to lead that journey.”
The appointment marks another step in Armour Home’s international growth strategy, as the company continues investing in its brands, expanding its global presence, and preparing a significant programme of new product launches through 2026 and into 2027. Readers who followed the recent leadership move at Fidelity Imports’ UK expansion under Jamie McKay will recognise a similar pattern of established distributors investing in senior sales talent to fuel European growth. More on Armour Home’s brands is available via armourhome.co.uk.
Key facts
- Name: Anca Popa
- New role: Head of Sales, EMEA, Armour Home Electronics
- Reports to: Mike Smith, Global Sales Director
- Brands: Goldring, QED, Q Acoustics
- Previous role: International Sales Manager, Armour Home
- Background: Almost a decade in international audio sales and commercial leadership, MBA and legal background
- Focus: Growth across established and emerging EMEA markets, reaching audiences beyond traditional hi-fi
