Sharing the bigger picture to increase supply flexibility

The Expanded Metal Company serves some tough European markets, in which price, flexibility and reliability are critical success factors. In the battle for market territory, The Expanded Metal Company has chosen Tata Steel as its strategic supply partner.

The Expanded Metal Company (EMC) has been operating successfully for over 120 years. Based at Hartlepool in the north-east of England, EMC and its related businesses offer one of the most comprehensive ranges of expanded metal mesh available anywhere in the world. Large volumes of their products are for market sectors including automotive, agricultural, construction and security.  The vast majority of these products are made from material supplied by Tata Steel.

Good relationship

"We have a long standing relationship with EMC," says Tony Waite, Commercial Manager, Industry Strip Original Equipment Manufacturers. "We have evolved together and our close relationship has helped us both through organisational changes and turbulent economic times."

Stephen Shears, Managing Director of The Expanded Metal Company, concurs.  "We have worked with Tata Steel for at least 25 years. They have supported our growth - especially in the last ten years. We've got a good relationship with them.

If you take the overall Tata Steel package it's a good balance of prices, service, flexibility and lead times. Of course, we go out into the market and make sure that they are competitive. Generally, we find that they are.  If they're not, we try to work together to find solutions."

EMC, owned by American-based Gibraltar Industries since 2006, buys hot-rolled steel to manufacture security products such as perimeter fences and industrial products including machine guards. But its biggest volume from Tata Steel is galvanised steel - used to produce filter support mesh for the automotive industry, mainly for air filters.

"We supply, often on an exclusive basis, the majority of leading automotive filtration manufacturers in Europe. They are always looking for cost-downs and they want reliability and flexibility. They work in a world of fluctuating demand and short lead times and they measure our performance using strict metrics", says Stephen.

Increased flexibility

Not surprisingly, EMC measures Tata Steel's performance using similar metrics. Both companies have worked closely to increase steel supply flexibility and ensure that EMC can meet frequent short lead times. EMC's ability to meet customer demands is an important factor in its export success - the business recently won a top award for ‘outstanding export' performance.

Stephen notes: "Tata Steel has become much better at understanding what we do. They ask questions, we've learned about each other's issues and we share the bigger picture. Their communications have improved and we have a common understanding and trust between us. We have also taken advantage of their technical expertise - it's good to know we can call upon it."

Tony Waite maintains that Tata Steel's long experience of the automotive sector has helped both companies to share ‘the big picture'. Kelly Tidy, Tata Steel's Account Manager for EMC, explains that her frequent discussions with the customer, involvingTata Steel's customer services and technical teams, have improved communications and service. "I am able to keep Richard Summers, EMC's Purchasing Manager, in the picture regarding deliveries and we are in a position to respond quickly if there are any potential issues," she says.

Stephen concludes: "We're a proactive company, always searching for new markets and developing value-added products. The markets are increasingly competitive. Tata Steel is a good strategic supply partner for us..The challenge we face is to continue our good work together to eliminate waste, think creatively, to protect our UK market share and win market share overseas."

Gibraltar Industries Company -owner of The Expanded Metal Company-  is a leading manufacturer, processor, and distributor of primarily metal materials for the building, vehicular, and industrial markets.

Gibraltar operates with 84 facilities in 27 US-states, Canada, China, England and Germany. Employees: approximately 4,000.