Birchills Automotive on the road to growth

Left to right: Gail Jennings, Walsall High-Growth Programme, and Oliver and Andrew Wellings, Birchills Automotive. Photo: Birchills Automotive

A Black Country manufacturer that puts the performance and acoustics into exhaust systems is targeting new opportunities after receiving external business support. Birchills Automotive, which has been making things since the 1880s, is about to start work on its first Ministry of Defence (MoD) contract helping to tackle ongoing emission problems around the world, a new market that complements its extensive work in the automotive sector for the likes of Morgan Motor Company and other car and motorcycle manufacturers. Working with the Walsall High-Growth Programme, the company has successfully acquired and absorbed Cheeseman Products into its Green Lane factory.

The father and son management team of Andrew and Oliver Wellings have accessed advice and guidance from business growth adviser Gail Jennings on streamlining production, working towards sustainable improvements and leadership and development opportunities. Part of the assistance was on navigating the different support programmes in place and this had led to a near £30,000 grant from Walsall Council to support the £60,000 purchase of a new tube-bending machine.

“We are very niche in what we do and there aren’t many companies that have the technical manufacturing capabilities in place to make exhaust systems that are compliant yet give off the right ‘acoustics‘, explained Oliver. It is the complete turnkey package for four-wheel, two-wheel, industrial, off road, marine and MoD vehicles.

“From concept, CAD design and prototyping to development, jig manufacturing, tooling, production, quality, assembly and testing, Birchills covers it all. The acquisition has been a big moment for us, but thanks to Gail’s support we have been able to successfully integrate it into our Black Country operation, relocating four experts all the way from Aldershot.”

Oliver, who originally worked in the property world, joined the family business at the tail end of Covid-19. The initial remit was to support the firm’s core exhaust system work, but it wasn’t long until he identified an opportunity to repurpose the scrap waste it was producing every month, creating a spin-out sculpture business. This has been a real success with three initial commissions – a wolf, stag and eagle – used for the King’s Coronation event in Dubai and which is now currently on display in the Dubai International Financial Area. A new stainless-steel tree of life is also currently being sculpted for use at Manor Hospital in Walsall.

Fast-growing business
Oliver added: “There is a lot to do and I am still learning, which is why being invited onto the peer-to-peer support group by the Walsall High-Growth Programme has been so rewarding. I get to kick ideas around with fellow directors and we are now working through MRP options for our business together. This is the latest element of the support we have received, and everything has been really beneficial. As a fast-growing business, you don’t always have time to explore the full assistance available and that is where Gail came in — she looked at some of our challenges and provided immediate solutions.”

The Walsall High-Growth Programme, which is funded by the UK Shared Prosperity Fund (UKSPF) and delivered by Oxford Innovation Advice, is committed to delivering high-level, intensive support to businesses across the borough. Companies can access dedicated business growth advisers that will deliver one-to-one support to navigate challenges and implement effective growth strategies, not to mention providing tailored action plans following the market leading GROWTHmapper diagnostic tool. There is also access to peer-to-peer support, where entrepreneurs and business owners can join a group of like-minded, ambitious and driven leaders to encourage, challenge and stimulate ideas.

Gail Jennings, business growth adviser, concluded: “Birchills Automotive initially needed help incorporating Cheeseman Products into its Black Country factory following the acquisition and that is what we have helped it to do. From there, we also identified the possibility to secure funding towards the new tube bender that will help it take advantage of new opportunities and Oliver is continuing his business education with the peer-to-peer group. It is exactly the type of company we want to see more of in Walsall, a world-class manufacturer with a passion to grow and make the most of its unique ‘niche’ in exhaust systems.”