Bridge manufacturer WFEL casting its net wider
WFEL, the military bridge manufacturer is ramping-up its international sales efforts as it looks to win business in new markets.
2014 will see the Stockport-based company – since last year part German defence group KMW – attend 12 international trade shows and events as it seeks to build-up its future order book.
The £40m turnover business held a ceremony on Wednesday to mark the hand-over of its 100th Dry Support Bridge to the US Department of Defense – its biggest customer.
Sales and marketing director Max Houghton hosted Major Gregory Baker from the Office of Defense Cooperation at the American embassy in London for a tour of the factory in Heaton Chapel.
The total order value for the US contract for 108 of the rapid-deployment Dry Support Bridge will be between $600-700m over the between the delivery of the first bridge in 2003 to completion in 2015.
Mr Houghton, who has just boosted his with the appointment of an international sales and marketing manager, said the challenge for the business is to seek new business from new markets, and increase revenues on the refurbishment and service side of the business.
“With the length of the procurement process and the orders we have, we are now looking at 2019 and beyond.
“In that timeframe there is Brazil, Canada, Chile and India, while next year we’re hoping Australia will begin a procurement process next year with a view to placing an order – hopefully with us – in early 2015.”
With the US contract in its late stages the group is hoping to win orders to retro-fit 96 bridges to expand them in length from 40 metres to 46 metres.
Although purchased by military forces WFEL’s bridges are most often deployed in disaster relief situations, such as in the aftermath of the Japanese earthquake and tsunami two years ago.
The company has recently introduced a modification to the bridge with allows for a pedestrian barrier to be installed, making it safer for aid vehicles and people on foot to cross the bridge.
Mr Houghton said KMW had been a supportive and hands-off owner, adding: “They like the Britishness of WFEL and the support we get from UKTI, they are happy for us to carry on as we are.”
