Member Article

Aartoft taps into growth programme

Pre-fabricated bathroom manufacturer Aartoft is targeting an emerging UK market after becoming the latest Northumberland firm to receive specialist business coaching.

The Business Northumberland High Growth Programme is being delivered by Oxford Innovation and it is available to support the expansion plans of eligible firms across the county.

Aartoft managing director, Niels Sandahl turned to Oxford Innovation to provide a route to the UK market for his range of lightweight concrete bathroom pods.

“Our concept has been a feature of the Scandinavian construction industry for many years but we have recently seen an increase in UK demand due to the flexibility and durability of our pre-fabricated bathroom pods,” explained Niels.

“For Aartoft to become the supplier of choice in this country, I knew we needed a permanent manufacturing facility here and a very specific UK marketing strategy. In 2013 we started production at our site in Ashington and having worked with Oxford Innovation I am confident we are now well-placed to achieve growth in the UK.”

Niels estimates demand for around 2,000 lightweight concrete pods per year in the UK with the majority coming from developers of social housing, hotels and other multiple-occupancy buildings. To date, this demand has been met by imports from manufacturers based in mainland Europe.

Aartoft’s end product is a bathroom custom-made to British Standards featuring tiled walls, flooring, sound reduction technology, ventilation, electrical and water connectivity.

Oxford Innovation business coach Gill Hall, who has supported Niels in the development of a route to market strategy, said: “This was a fascinating assignment as Niels was looking to make the transition from well-established exporter to the leading supplier in an emerging UK market.”

“The strategy we have produced takes advantage of Niels’ vast experience and combines it with the creation of a corporate identity, message and set of core values that will resonate in the UK construction sector,” explained Gill. “The outcome not only establishes Aartoft in this country but it also takes the company full-circle as it looks to retain its customer base in Europe but in future as a UK exporter.”

From its base on the site of the former Rio Tinto Alcan Lynemouth aluminium smelter, Aartoft currently provides employment for 25 people but Niels believes he can double the workforce if the business reaches its full growth potential.

“I consider North East England my home from home now and I am incredibly excited by what we can achieve in a region where the work ethic and manufacturing culture are so strong,” said Niels. “This has been a very challenging period for Aartoft and I am extremely grateful for the support I have received from the Business Northumberland High Growth Programme, especially the expert advice from Gill and the team at Oxford Innovation.”

The High Growth Programme forms part of Business Northumberland which offers established and start-up businesses in the county free support in reaching their full growth potential.

It is a free service that provides advice and support to anyone thinking about starting a business and also offers coaching to existing businesses with growth ambitions.

Business Northumberland is jointly funded by Arch, The Northumberland Development Company, Northumberland County Council and the European Regional Development Fund (ERDF).

Oxford Innovation’s methods have proved successful elsewhere in the UK, where the organisation has worked with over 2,500 high growth businesses. And despite the challenging economic circumstances of the last three years, Oxford Innovation has helped its clients across the UK access over £100 million of funding, creating or safeguarding more than 1,600 jobs.

Anyone wishing to find out more about the Business Northumberland High Growth Programme and how Oxford Innovation can potentially support their business should call 01670 528403, email northumberland@oxin.co.uk or visit www.businessnorthumberland.co.uk.

This was posted in Bdaily's Members' News section by Round Table Solutions Ltd .