A Black Country Story 60 Years of Superite Tools
In 1955 Alan Collins decided to use his experience in engineering, combined with a strong work ethic and the desire, by starting his own business ‘Superite Tools Ltd.’
Superite expanded from a shed in Paddock Lane, to larger premises, also on Paddock Lane, and then due to compulsory purchase moved to a purpose built site in Brickyard road in Aldridge. Amazingly it was built on the land of the former miner’s cottages where Alan’s father was born. AARC started on the Walsall road.
Both Alan’s sons, Martin and Mike, came on board with Superite and AARC from an early age and when, in 1991, Alan retired he handed over the reins to the boys. In April 2005 when the property market boomed, the boys sold the Walsall Road and Brickyard Road sites to Bellway Homes Plc for development, today Superite & AARC are in 32,000 sq. ft. premises in Vigo Place Aldridge.
During difficult trading times, Martin, Mike and the team at Superite showed how adaptable they are. When the recession hit, it hit tool making hard. Rather than bemoaning overseas competition they took advantage of it; cleverly turning the trend for importing cheap tools from overseas into an opportunity for a niche service, carrying out fast response repairs and modifications to imported tools.
It hasn’t been easy for Superite, but by embracing the changes in the industry they have been bucking the trend and over the last 3-4 years have seen excellent growth and an upturn in their fortunes.
In August 2014 Mike Collins, Alan’s eldest son retired from the businesses after 39 years to help his children pursue their business ventures. Martin is now Managing Director of the group.
Martin is very proud to be celebrating Superite’s 60th year in business and is proud of the company’s traditions and values, he attributes the positive turn around to a committed and long standing workforce, for example Sue Weaver, Purchasing Manager who has been with Superite for 25 years this year and, Tool Room Managers Steve Taylor who has been with Superite for50 years from the age of 15 and Craig Dingle who has been with Superite for 22 years.
Martin is aware of a growing skill shortage which he attributes to the unwillingness of many companies in the industry to invest in training during the recession and that the time has come to start offering apprenticeships.
The company continue to move with the times and innovate by ‘Going Green.’ As part of various energy saving processes, they have installed solar panels and are heating the factory by burning wood pellets.
Martin is feeling very positive about the future of Superite and Collins Group as a whole, having welcomed the 4thgeneration on board. His daughter Jessica will be carrying out the marketing function for the group and William his youngest who has come on board as an apprentice with AARC.