Manufacturer acquires metal firm to secure production line

The manufacturer of housewares brand Wham, has acquired metal firm Firsteel in a move to secure its bakeware and cookware lines of supply.

What More UK, based in Burnley, manufacture metal and plastic housewares and export goods to 75 countries around the world, in addition to every major UK supermarket and another 1,600 independent retailers.

Firsteel is dedicated to the manufacture and development of customised prefinished metal. Its production of coil coating is a process applying coating material to coiled metal strip continuously. Now, What More can turn this coated metal into bakeware and cookware.

Its purchase of West Bromwich-based Firsteel means it will now have total quality control of the whole process of production for its bakeware and cookware lines.
What More UK Director Tony Grimshaw OBE, welcomed the new colleagues at Firsteel and said: “This move will lead to other product opportunities and development, even using other metals.

“At the moment the UK brand and market leader in bakeware and cookware is China. We have superb quality products at competitive prices, manufacturing capacity, a secure supply line and our outstanding reputation for customer service. We now look for the continued support of UK retailing and hopefully gaining more, to achieve the goal of UK brand and market leadership in the bakeware and cookware sector”.