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Company focuses on product expansion

29th July 2011

By: Dimakatso Motau

  

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Steel distributor Alert Steel is focusing on diversifying its product range as part of a relaunch strategy that was introduced in June.

The company is in the process of expanding its tubing range to include cold-rolled tubing. Such products will be targeted at the office furniture, security and appliances manufacturing sectors. This will increase Alert Steel’s tubing range to include both thinner and thicker wall products.

“The thinner wall products are mostly cold rolled and are commonly used in light fencing applications and the thicker wall products are commonly used in the farming, mining and heavy manufacturing sectors. On the piping side, we plan to selectively stock uncoated plain ends, heavy steam and medium galvanised piping of up to 100 mm nominal bore, as well as the associated pipe fittings such as flanges, elbows and bends, besides others,” says Alert Steel CEO Johan du Toit.

The company says its current retail offering focuses mainly on hot-rolled mechanical tube for application in the light manufacturing and do-it-yourself markets.

Typical examples include the downstream manufacturing of palisade posts, carport frame supports, sliding products and security gates. The product range includes round, square and rectangular tubing mostly in 1.6 mm and 2 mm wall thicknesses, up to a 100 mm diameter.

“We also cater for the industrial-type applications where mechanical tubing is used to manufacture office and school chairs and desk frames, ironing-board stands, lawnmower handles, fencing stays and posts, to name but a few. Piping, whether galvanised, steam, uncoated plain ends or seamless, as well as large-bore piping, will be stocked and supplied as and when the requirement arises.”

“Our distribution network is situated to service certain sectors of the heavy steel industry and, therefore, we have the opportunity to increase our piping offering by adding seamless pipe, fitting and flanges to our range. The additional tubing and piping products will automatically lead us into the fasteners and gaskets markets to mainly secure flanges, with reference to our piping range,” says Du Toit.

Meanwhile, Alert Steel notes that when introducing new products to the market, the challenges include resistance from suppliers, inadequate floor space, staff training, logistics and marketing of new products to existing and new markets.

“We also use a variety of tubing and piping mills, which can sometimes lead to quality discrepancies and supply problems. Taking risks is how businesses grow and hence we always test the market for further growth opportunities,” he concludes.
 

Edited by Chanel de Bruyn
Creamer Media Senior Deputy Editor Online

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