News update
Niche is nice, says Brite Band
If The Brite Band Company Limited was a TV celebrity chef, it would probably bear more than a passing resemblance to Jamie Oliver and his particular mantra:-
“Keep it simple, use the finest ingredients, invest in the best utensils and you’ll keep your customers happy!”
A piece of cake, really.
But, to continue the culinary analogy for a moment longer, it takes an awful lot of blood, sweat tears and practice to achieve the recipe for success…
More than all this, though, argues Brite Band’s Project Director Russell Thomas, their particular secret ingredient is the ongoing policy of specialising in the 100 mm and below sector. A niche market that is fuelling the company’s impressive growth.
As Russell succinctly puts it: -
“We don’t want to help make a spring for Big Ben. We’d much rather help make a spring for a Rolex watch…”
Clear blue water
By rigorous selection of the finest high quality materials, backed by an extensive range of in-house processing equipment specifically geared for this material, Brite Band is able to satisfy demanding customers in the precision component, spring and automotive component markets amongst others.
Key to continued growth is this focus and specialisation on both product and service issues which provides “clear blue water” between Brite Band and its larger competitors: -
“Many larger competitors are obviously quite capable of doing what we do, but they do everything else as well.
Aerospace steels, sheet, plate, tubular, angle…it’s all about tonnage, and that’s a different discipline.
I’m not for a moment suggesting they’re not good at what they do, but there’s some truth in the old saying ‘stick to your knitting’ …
The big mills will always win on high tonnage production but there’s room for the big boys and the specialists. We happily co-exist with them” Russell commented.
With a staff of 28 people and turnover up a third over the past year to around £7m, the firm processes 3,500 tonnes of steel annually and is making inroads into the Chinese market via their Hong Kong associate company…
Volume turnover has increased by 125% in the past five years but – more importantly – Brite Band has achieved a 35% increase in its customer base, attracted by high levels of service and help with product development…
Consistency of service
Peter Dix, a director of Applied Spring Technology in Hartwell near Northampton is quick to applaud the help given by Brite Band when the company was developing a “clever little spring assembly” which led to an order for 60 million units: -
“Plenty of companies were knocking on our door, but Brite Band takes a lot of trouble to get deeply involved in a project to ensure you get what you want – when you want it. They’re easy to talk to and we consistently receive real, practical technical help.
Quality and price are usually ‘givens’ in today’s market – so the only differential left is service. Brite Band certainly wins on that score!”
Russell reiterates that over 30% of the company’s customers – about 60% of income – have been with them for ten years or more. And, he says, they don’t stay with Brite Band because they like the colour of his eyes!
It’s about consistency of service, he says, and by regular visits and communication with customers Brite Band obtains an invaluable insight into the customers’ world and issues – thereby offering assistance and problem-solving solutions.
“In our experience, there are plenty of potential customers out there looking for better levels of service and attention to detail. Customers want to feel they are working with a partner and not just another supplier…”
Further expansion is planned at the company’s Cullingworth headquarters together with a massive investment in new machinery.
It seems Brite Band just keep getting bigger by thinking smaller!
