When Lincoln-based Superstar Components was founded in 2006, the idea was simple: cut out the middleman and sell on-line to consumers with quality and prices that were previously unheard of.

This proved to be extremely successful and led to an ever-increasing customer base and product range, with affordable chain-rings, disc brake pads and a selection of flat pedals included in the product lines.

Company owner Neil Wilkinson says: “We were buying a large proportion of our products from Taiwan; and while the quality and prices were fine, lead times were continually increasing. It wasn’t unheard of for us to wait four or five months for a delivery. Not only that, but when placing orders, we were expected to buy in ever greater numbers.

“For example, if we offered a range of chain-rings with 10 different tooth configurations and 10 different anodised colours, the minimum order from Taiwan was 100 of each — that’s 10,000 chain-rings. When people order on-line, they expect their item the next day, so we had to invest huge sums to keep our stocks at a level that allowed us to meet demand.

“Rising costs and frustrating lead times made me consider the UK as an alternative manufacturing location, so I used the services of local sub-contractors.

"The quality of the parts was excellent, but pricing seemed to fluctuate, depending on the machine shop’s workload. With a rapidly growing customer base, I knew it was the right time to invest in my own CNC machine. One of our sub-contractors was a happy Haas user, who always had good things to say about the machines and the service he got.”

Mr Wilkinson’s first machine was a Haas VF-2SS (www.haas.co.uk) with a 12,000rev/min spindle; it was installed in 2011. “I had no real experience of CNC, so the learning curve was quite steep; but with training and support from Haas, I was able to teach myself to program very quickly and was making parts a day or so after the machine was installed.”

Programs on USB

Mr Wilkinson designs his components using Solidworks, then enters the program directly into the Haas control from a USB memory stick. “I love being able to call up any program I need from the list of hundreds on a USB stick in my pocket within seconds.” he says.

“When we first started cutting our own design of chain-rings, each one was taking around 20min; but by altering code and tooling, I soon got it down to just 7min per unit. It was not long before the quantities of chain-rings I was selling justified buying a VF-4SS with a pallet changer and through-spindle coolant.

“I can now produce chain-rings in under 2min. I know that the Taiwanese company I had been using takes more than 5min to machine similar parts — and our quality levels are higher. Because I’ve managed to reduce my unit cost, I can sell more cheaply than Taiwanese manufacturers. In fact, I am now supplying parts to several other cycling brands in the UK — and three companies in Europe.

“The VF-4SS’s sole purpose is cutting chain-rings, and it very quickly paid for itself. The machine has now been equipped with a Haas four-axis rotary unit and is being used to make other components — and for prototype work.

“Image is hugely important to the cycling fraternity, and it has to be said that the cachet of UK-manufactured parts is very appealing. My dream is to bring more and more manufacturing back to the UK.

"We have a glorious manufacturing past, but we’re currently totally under-represented in this area. Superstar Components has shown that it is possible to not only compete with the Far East, but also beat them on quality, price and lead times — the latter being especially important when you sell on-line.”