Angle Ring secures more overseas orders

A BLACK Country company that has produced elaborate metal sections for a Grand Prix circuit and Wembley Stadium is securing its own international reputation with a number of new export deals.

Tipton-based Angle Ring specialises in bending and curving metal and alloys into a range of shapes, catering for modern architectural and structural needs. Its work can be seen at locations all over Britain in some of the most iconic buildings of the past decade from the National Conference and Exhibition Centre in Glasgow to the Number One Court at Wimbledon and the Spinnaker Tower in Portsmouth.

One of its most recent creations is the lattice steelwork at the Yas Hotel in Abu Dhabi, the centrepiece of the Arab city’s state-of-the-art Formula 1 race track. The high-tech design drapes over the two hotel buildings and changes colour, even becoming a giant chequered flag at the end of a race.

The steel tubes for the design were supplied from Eastern Europe, twisted into shape in the West Midlands, then shipped directly to Abu Dhabi for construction.

This export success has been achieved with assistance from UK Trade & Investment. Starting out on the Passport to Export programme for novice exporters, it received support to go out and visit new markets across Europe. Over the past 18 months its export turnover has risen from 5 to 10% and is expected to grow further in the coming years.

Additional information from UKTI included detailed intelligence reports for a number of overseas markets. These proved to be a success, with a £40,000 deal secured with a French company and a further £140,000 from Eastern Europe. It is now exploring further opportunities in the Mediterranean and Middle East.

Nigel Darby, associate director at Angle Ring, said: “The assistance from UKTI was invaluable. Being able to go out and visit these countries to meet potential clients face-to-face has been so important. I’m not sure we would have been nearly as successful overseas without that help.

“An Overseas Market Introduction Service report introduced us to a number of new sales leads in Eastern Europe, one of which enabled us to secure a contract worth €100,000 from a single customer. Marketing support from UKTI has also helped us win a deal to bend large diameter steel tubes for the link footbridge at the new station in Vienna, while we’re also developing links with renewable energy firms in Norway, Africa and the Middle East.”

Maggie Neale, international trade adviser at Black Country Chamber of Commerce, added: “The company has been going for more than 50 years and has grown to become one of the largest of its kind in the country. Having worked on some of the most high profile buildings constructed in Britain in recent years, it made sense for them to explore similar opportunities overseas.”