County Durham steel firm boosts European expansion with online brand

A County Durham-based metalwork and fabrication company has seen its sales increase by more than four times its projections thanks to its online brand.

Steelcraft Ltd, which specialises in manufacturing architectural metalwork, including balconies, railings, gates, and handrails, launched its online brand Forjj in November 2018.

Based in Chester-le-Street, the firm now employs a 28-strong team at its headquarters on the Drum Industrial Estate and clients include Keepmoat Homes, Taylor Wimpey, Miller Homes, The Esh Group, Vistry and Engie.

Matthew Rodgers, managing director, commented: “Whilst many businesses create their survival plans to prepare for the economic climate post-COVID-19, we stand resolute in our digital growth strategy and come out fighting from the economic downturn.

“Just 18 months ago we launched Forjj with a selection of Juliet balconies, narrow railings that sit outside a window or French doors on the upper storey of a building, to see if we could compete with cheaper off-the-shelf goods imported from China.

“Since then we’ve quickly expanded the product range to include gates and soon to follow are railings. Sales since the start of lockdown are approaching £30,000 which are more than four times our projections.”

“It’s great for us to have found a way to sell outside of North East England without needing to establish a physical office in another region. It means that we can provide more jobs and supplier opportunities in a time where many others are closing their doors and significantly reducing staff numbers.”