Bromsgrove Glass & Windows Ltd
Case Study
Sector: Industrial and domestic manufacturing
Employees: 54
Location: West Midlands
The big idea :- Developing new processes, adding design and diversifying into totally new markets.
What they do
Bromsgrove Glass, established in 1981, has built an enviable reputation in building complex aluminium or glass assemblies to enhance industrial, commercial and retail buildings and has now diversified into manufacturing glass furniture.
Key to this success has been a policy of continuous investment in both equipment and human resources. This, coupled with a passion for new product development and applied research and development in technologies, has taken its products into new, high added-value markets.
The challenge
…was to replicate the success the company had experienced in the industrial and commercial window markets with a range of new glass furniture for the office and domestic furniture markets.
The solution
Glass has, of course, been used in conjunction with other materials in office and domestic furniture for years, but the concept of all-glass furniture transformed by a combination of unique processes giving shape, mitred-edge bonding, a range of colours and print design had never been achieved in commercial quantities.
The breakthrough came when Bromsgrove Glass Managing Director, Graham Southall, engaged a graduate from a West Midlands University though the DTI's Knowledge Transfer Partnerships (KTP) scheme. 'This young graduate helped us by extending his expertise in design to develop exciting new products which incorporate a new process that allows us to apply permanent colours onto the glass,' says Graham.
Further ideas came from the shop floor and a commercially viable process has now been developed which allows the glass furniture to be offered in a range of shapes and colours. This successful and timely development has been aided by advisors from the Manufacturing Advisory Service (MAS) and the Best Practice Workshops they have been running on the company's premises, designed and run specifically for Bromsgraove's employees.
Issues arising
Whilst the range of glass furniture and office equipment has received much critical aclaim, the company has recognised that the marketing strategies required to capture and significantly penetrate the appropriate markets is quite different from what is required for the commercial and industrial window markets.
For example, within the commercial window and structural market, the fact that the company is Kite-marked to EN1279 Pt.2, incorporated to ISO 9001 and an approved fabricator for SAPA products will enable to company to receive enquiries and quote for tenders.
The market space for design-led domestic and commercial furniture is entirely different and requires a range of experience and knowledge suited to that market.
The outcome
Sales of the glass furniture are rising steadily. Feedback from present and potential customers is bringing fresh ideas for improvements to the present range of offerings and suggestions for new applications.
To complement the range, a website has been launched - http://www.glassdomain.co.uk
Recently the company had the innovative idea of using light sources within the body of the glass. Although still at the development phase, with precise details of the process still a secret, this innovation has already resulted in the company becoming a finalist in the prestigious Lord Stafford Awards.
Graham has been quick to build on the experience: 'Given the success we had from our first graduate placement, I am now seeking a KTP contract for a gifted marketer to raise our profile and sales in this market.'
What could you do?
Have you got a business process, products, services or expertise that would enable you to diversify into higher value-added markets? Bringing in a graduate, part-funded by the DTI in the Knowledge Transfer Partnerships (KTP) scheme, could be the solution. Visit http://www.ktponline.org.uk to find out more.
Is one of your business processes not delivering the performance you need? A visit from one of the highly skilled Manufacturing Advisory Service (MAS) experts could set you on a more profitable path. Visit http://www.mas.dti.gov.uk for more information.
Bromsgrove Glass website: http://www.bromsgroveglass.co.uk
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