The manufacturer of housewares brand Wham, has announced the acquisition of Firsteel, manufacturer of prefinished metal.
Using its success in the UK and export markets, What More has gained ground in the bakeware and cookware markets. Firstly the company invested in bakeware machinery and moulds from a company founded in 1890, along with its key personnel, to develop a new division.
With this as a manufacturing base, the firm was able to purchase PushPan from a Chinese company and enable the range to become Made in Britain. The PushPan concept won Product of the Year at The Inspired Home Show and helped What More to gain credibility in international markets.
What More then invested in a new tool room, enabling it to revamp the product range. This included a large investment in fully automated presses, giving an increased production capacity. The company also acquired toolroom facility, Canteen Smithy, to boost its mould making capability and retain traditional engineering skills locally.
The latest acquisition is Firsteel, which manufactures and develops customised prefinished metal. Coil coating is a process applying coating material to coiled metal strip continuously. What More then turns this into bakeware and cookware, so the acquisition will secure its lines of supply, giving it quality control over the production process.
What More UK director, Tony Grimshaw OBE commented: “Their contribution will be essential and absolutely brilliant, of that we are sure. This move will lead to other product opportunities and development, even using other metals.
“At the moment the UK brand and market leader in bakeware and cookware is China. We have superb quality products at competitive prices, manufacturing capacity, a secure supply line and our outstanding reputation for customer service. We now look for the continued support of UK retailing and hopefully gaining more, to achieve the goal of UK brand and market leadership in the bakeware and cookware sector.
“This is a match made in heaven. Firsteel’s expertise, and their proud, committed and enthusiastic workforce will slot in perfectly with the rest of the What More team. Now we truly are a drawing board to the over, bakeware/cookware supplier. Designed in the UK, made in the UK, sold to the UK and the world.”
