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21st Oct, 2021

Bromsgrove steel firm owner takes on sales and marketing expert to drive business forward after surviving the pandemic

A BROMSGROVE business owner has got his company through the pandemic and Brexit to become one of the UK’s leading steel stockists.

After establishing in 1999, Reddifast, owned by Rod Laight, moved into the safety barriers market to supply systems for street and car park furniture before expansion in 2016 led to it being a major distributor of spring wire.

In March this year, Mr Laight appointed Michelle Horton to the management team to assist the West Midlands-based firm consolidate its three divisions and launch a new sales and CRM software system to streamline operations and enhance customer experience.

Ms Horton, who has a wealth of experience having worked in the steel sector for 16 years, will spearhead the sales and marketing strategy as the business plots future growth.

The business has also been awarded two large contracts in Sweden for safety barriers and bollards, following the manufacturing of a new coil spring mounted base bollard, which was patented by Reddifast last year.

Mr Laight said his business faced unique challenges caused by the pandemic and new disruptions to steel supplies following Brexit but long-term relationships with established suppliers placed the business in a secure position for guaranteed supply moving forward.

“We understand there are still challenging times ahead for the steel sector but we are in a great position to forge ahead successfully.

“Michelle brings with her specialist knowledge and specific experience of safety barrier systems.

“As our business continues to expand and evolve we recognise the importance of expanding our team, with the right people to support and help us achieve our goals.”

The health of many businesses across the region has been negatively impacted as a result of Covid-19, and Mr Laight said he had fought hard to tackle difficulties to maximise the potential of opportunities which would help his business move forward.

He said: “It’s our 25th anniversary in 2024 and we plan to be around for the celebrations.”

For more information contact Rod Laight at Reddifast Steels on 01384 636 663 or email sales@reddifast.co.uk

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