Leading supplier of MDF profiles, the W Howard Group, has not wasted any time since the 2016 acquisition of the Balcas Kildare MDF mouldings business.

The acquisition, which increased W Howard’s efficiency and flexibility, has now been augmented by a substantial investment in its Kildare site, with the introduction of a MAKOR production line.

The replacement of a single-pass line introduces significant commercial flexibility to the operation in Ireland, potentially increasing Group capacity by 80%.

As the first investment at the site since 2012 and since W Howard acquired the operation, Kildare forms a key part of its business strategy for 2018 and beyond.

The Group, which manufactures skirtings, architraves, window boards, door linings and bespoke products, supplies builders merchants and specialist trade manufacturers, selling over 200 profiles and sizes.

W Howard already has a factory in Manchester; Polyco, the veneering and foil-wrapping business in Newtown, Wales, which was bought in 2009; and a collection and distribution depot in Thurrock, Essex.

“From our sites in Manchester, Powys and Kildare, the Group produces one of the largest ranges available to both the public and builders merchants markets – including primed, veneered, foil-wrapped and fullyfinished profiles as well as its exclusive KOTA finish,” said W Howard’s managing director, Graham Williams.

“Similar to our Manchester operation, the Kildare plant specialises in primed product whilst KOTA offers a unique product with significant opportunity for growth. This investment demonstrates our commitment to the development of the business and the expansion of our range for the market,” said Mr Williams.

“Strategically, the Kildare operation allows us to explore opportunities in both the Republic of Ireland and Northern Ireland, as well as providing a genuine platform for European trading which is ever more important given the fluidity surrounding Brexit negotiations.”

Kota Growth Plans

A big focus for 2018 is also growing the KOTA range of coated mouldings. The product, which W Howard inherited through its acquisition of Balcas Kildare, has been sold in B&Q stores for a while, but will now also be rolled out further in the market.

The KOTA range, exclusive to the W Howard Group, benefits from Eastman Cerfi Technology to create interior profiles with a smooth factory finish. This coating technology is designed to allow KOTA products to be promoted as both tough and elegant, while reducing time and cost in installation as there is no painting required.

“Kota has been going well in the DIY market and has quite a presence online,” said W Howard group chief executive Jonathan Grant.

He said the amateur DIYer liked the ready finished product and not having to do any painting. But he added that the product had not yet had a large impact on the construction market because of product cost and a lack of awareness of the product’s benefits.

Arnold Laver depots and Bunnings Warehouse branches are now stocking Kota to push the product out to a wider pool of professional users and consumers.

Further development plans for 2018 – the Group’s 60th anniversary year – include upgrading the delivery fleet at its London depot at West Thurrock.

This will give more capabilities for the delivery service, with better site delivery and more appropriate vehicles for customers in London and the south-east.

Meanwhile, recent recruitment has seen two key appointments made. The first relates to the Kildare site, with Paul McKenna joining as the new managing director of the operation. He rejoins the business having previously spent over 17 years working with Balcas, originally starting as a graduate with the business and working his way up to operations manager.

“This is a really exciting time for the W Howard Group and its KOTA product with expansion in the Irish market – I believe that the business is well placed to overcome any market challenges associated with the volatility around Brexit,” said Mr McKenna.

The W Howard Polyco business has appointed Graham Wiblin as its new general manager following his successful career with Kronospan in Chirk.